REIMAGINE PURPOSE #1

This is where curious minds land
after following intrigue

HUH? I’M HERE FOR THE COOKBOOK?

You’re right to
be confused.
That’s by design.

What is this?

It began with a vision that refused to fade.

Not a strategy.
Not a marketing plan.
Just an image that demanded
to exist.

The idea of an image became the catalyst for Reimagine Purpose, a three-part series exploring what happens when we trust our creative instincts without justification.

The Ultimate Mushroom Cookbook is Part One. Not about food, but about what grows when we make things simply because they demand to exist.

No market research. No trend analysis. Just a stubborn visual that lived in my mind for nearly a decade until the right moment arrived.

Its value? Proof that our most meaningful work often comes from those persistent ideas that make no sense on paper but feel undeniably right.

Rest assured, there is actually a cookbook too. 

A single, gloriously unnecessary ultimate recipe that represents the culmination of unbridled creative courage. It won’t teach you to cook. It might, however, teach you something about creative rebellion.

WANT IT FOR FREE? SIMPLY COMPLETE THE BELOW …

Behind the madness

We weren't supposed to create this. There was no client brief. No deadline. No tangible outcome to measure success against.

Just Stef and Michael [Stef Hanson Productions] with her camera, Glenn [the bearded warrior ]in a 20-year-old English tweed suit, and me [Renee, Cultivate Assembly] with a vision that had haunted me for years.

… Neither of us created a shot list. No scripts. No exact timings or rigid plans. And we deliberately leaned into this approach.

The shoot days were a blend of planned chaos. We'd spend hours discussing the mood, then throw the plan away when something better emerged. The weather shifted. The light changed. The vintage EH Holden appeared at the last minute. And we adapted.

Reimagine Purpose was born from this beautiful mess. It challenges the idea that brands must follow prescribed paths to succeed. The most magnetic brands aren't built on best practices—they're built on the audacity to question every “should” in sight.

The Ultimate Mushroom Cookbook is just Act One. Two more creative experiments are coming, each exploring what happens when we stop asking for permission to create differently.

The dead man’s suit

The English tweed three-piece suit at the centre of this project wasn't sourced for the shoot. It had been waiting for nearly 20 years.

I purchased it at a church yard sale, making the assumption [as you do] that a widow had donated it after her husband died. For two decades, it sat mostly dormant—occasionally whipped out for family weddings and celebrations—but somehow I always knew its true purpose lay elsewhere.

The suit fit Glenn—the bearded warrior who became our mushroom holder—perfectly. As if it had been tailored for this very moment. Now it serves as the shining catalyst of this campaign, proving that sometimes objects find their purpose long after we acquire them.

The most
unnecessary
cookbook ever made

The Ultimate Mushroom Cookbook sells nothing. Literally nothing.

It's not a lead magnet for a course. It's not trying to build my client list. It's not even really about mushrooms.

It exists purely because it demanded to exist. Because sometimes the most powerful creative act is making something with absolutely no justification beyond “what if we did?”

That's the point of this entire project. To demonstrate that the things we create without permission often become the things that matter most.

THE LIMITATION?

The barrier was never
skill or capability—
it was permission.

The bigger story

This cookbook is just the first chapter in a three-part exploration of creative courage. A trilogy of increasingly bizarre projects designed to show what happens when we break free from expectation.

The Ultimate Mushroom Cookbook isn't really about food. It's about appetite—for risk, for play, for making things that make no sense until suddenly they do.

It's proof that our weirdest ideas aren't liabilities. They're assets waiting to be weaponised.

Your turn

Start small. Take that odd little idea you've been sitting on—the one you've never shared because it seems too strange—and give it one concrete step forward this week.

Write the first paragraph. Sketch the rough concept. Send the message to that unexpected collaborator who might just “get it.”

WHAT THE HECK DOES ALL THIS MEAN?

Create without permission,
because the rules were
never written for what only
you can imagine.

“Thanks to Renee, instead of seeing one world only, I now see worlds multiplied.  I have at my disposal countless worlds and endless opportunities to explore.”

—ALANNAH MILLER, ROSY MOVEMENT

“Without Renee’s full service and end to end creative brain I would never have been able to bring my idea and product to life in a way that feels so genuine and truly me”

—KATHRYN PRIESTLY, SUNDAY INSIGHTS

  • Scroll back up and download this additional little insight into the creative inner workings of Renee’s brain.

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  • Book a call, let’s chat, let’s explore what’s holding you back or what you want to lean into. There is no end to the possibility when you share your ideas [SUBSCRIBE HERE AND YOU CAN ACCESS A FREE 30 MINUTE DISCOVERY CALL DIRECT WITH RENEE]