Common Thread was founded by Keenen Hoedemaker, a strategist, builder and storyteller with over a decade of experience working across brand, media, ecommerce and digital experience.

Keenen has spent his career helping both global brands and independent businesses navigate growth, from shaping brand strategy and launching campaigns at scale, to building websites, ecommerce platforms and content ecosystems from the ground up. He has worked across industries, audiences and budgets, but the same question has always sat at the centre of his work: what actually matters here?

Common Thread was created as a response to complexity for complexity’s sake. To buzzwords without substance. To brands being pushed to grow faster without first understanding who they are or why they exist.

Keenen’s philosophy is simple. Strong brands are built from the inside out. When strategy, story, design and experience are aligned, growth becomes clearer, more sustainable and more human. Whether it is defining a brand’s foundations, designing a website that feels intuitive and honest, or building an ecommerce experience that serves real people, the work starts with listening, not templates.

Common Thread exists to help brands slow down enough to find clarity, then move forward with confidence.