A bit about us
Why we do what we do
Brand experience starts within.
Many businesses invest heavily in their outward brand, from positioning and visual identity to messaging – but can overlook the engine that makes it all possible: their operations.
We believe true brand strength comes from within, by aligning your story, how you show up, and the way you work.
When your brand and operations work together seamlessly, your business can consistently deliver on its promise. When they don’t, your customers and people can feel disconnected and disengaged.
That's why we focus on closing this gap – helping you keep your brand promise, empower your people, simplify the way you operate, and drive sustainable results for your business.
Our story, so far…
The Tribe was born in the beautiful Queenstown Lakes. Surrounded by mountains and with a strong sense of community, this environment has shaped our values and approach to business.
Our story, like our work, is grounded in place and shaped by people – our brand represents that connection and sense of community, and is built on the principle that people are at the heart of everything we do.
Over the years, we’ve adapted our services to meet the changing needs of our clients and the market, most recently refining our focus to help businesses better align how they operate with the story they tell.
Along the way, we’ve partnered with like-minded organisations who share our commitment, and we’re proud of the relationships we’ve built. We’re confident in our ability to create positive change, and driven by the impact we can achieve together.
Meet Sacha Adair
Drawn to Queenstown’s adventurous spirit and outdoor lifestyle, Sacha made the shift from city life to follow her passion for skiing, healthy living, and to start a fresh chapter in her career.
With experience leading brand, operations, and digital transformations for a range of organisations, she has learnt that real change happens when brand and operations work together – and how important it is to get this right internally to create an authentic experience for customers.
Sacha brings together strategic insight, people-centred leadership, and hands-on delivery, always focused on practical solutions that lift performance, culture, and customer experience.
She believes that when people thrive, businesses thrive – a principle that guides everything The Tribe does.
Our values
Inspired by our landscape and strong sense of community, our values reflect who we are and how we work. They shape our culture, guide our decisions, and help us bring our best to everything we do.
Aspire
Our value of Aspire reminds us to dream big, be courageous, and support each other every step of the way.
Grounded
Inspired by the strength beneath our surface, Grounded is how we show up – steady, and calm under pressure.
Aspire
Our value of Aspire reminds us to dream big, be courageous, and support each other every step of the way.
Flow
Inspired by the changing nature of our lakes, our value of Flow moves us forward with ease, openness and agility.
Nurture
Nurture shapes how we work together, show up for one another, and create space for people to bring their best.
