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About

LabOfStuff combines commercial thinking, useful experimentation and a human brand story around one goal: make the next decision clearer.

WHY LABOFSTUFF EXISTS

Useful experiments need a commercial reason.

LabOfStuff is built around a simple idea: understand the problem, test what matters and keep the learning useful enough to guide the next decision.

That means less emphasis on marketing theatre and more emphasis on evidence, measurement, controlled experimentation and clear implementation.

Labby, the LabOfStuff curious explorer
Curiosity with a job to doLabby is the friendly guide. UMIK is the intelligence layer behind the product. LabOfStuff brings the work together.
Amelia's original Labby concept drawing
Where Labby beganAmelia’s original Labby concept, created at age 8.

A SMALL PIECE OF THE HISTORY

The character came before the polish.

Amelia drew the original one-eyed explorer at age 8. The idea captured curiosity, searching and discovery before Labby became part of the wider LabOfStuff identity.

The current artwork is intentionally more restrained, but the original concept remains visible rather than being replaced by a generic mascot story.

Refined Labby mascot
UMIK thinks. Labby explains. LabOfStuff delivers.The product can become more capable without losing the human origin of the brand.

THE STANDARD

Keep the explanation clear enough to challenge.

Good work should survive a simple question: why are we doing this?

Commercially groundedConnect the work to a business problem or decision.
CandidSay when the evidence is weak, incomplete or pointing somewhere inconvenient.
CuriousTest assumptions instead of protecting them.
UsefulLeave people with a clearer next step, not just more information.