STANDARD DEVIATION
WE MAKE BRANDS IMPOSSIBLE TO IGNORE. See our work.
WE MAKE BRANDS IMPOSSIBLE TO IGNORE


01 — CREATIVE
We don’t do safe.
Copy-paste creative is the fastest way to disappear. We push your envelope. We use AI as a creative amplifier, not a shortcut. The ideas come first. Technology scales them.

02 — STRATEGY
Find your blank space.
Not sure what makes you different? We help you find it. We’ve repositioned airlines, fintechs, and global tech companies — building the brand architecture, messaging, and tone of voice that make a position stick.

03 — PERFORMANCE
Great ideas, measurable results.
Ideas without distribution are just ideas. Our paid media team takes your campaigns into the digital world — optimising spend, reading the data, and making sure your budget works as hard as your creative does.

04 — ORGANISATION
Build the team behind the brand.
Campaigns fade. Capability lasts. We design and optimise your marketing org and train your teams — so what we build together, you can run, own, and grow long after we’re done.


OUR WORK
THE TEAM
GET IN TOUCH
STANDARD DEVIATION BUTTERFIELD MORTGAGES


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THE TEAM

Javier Nieto 
Founder. Strategy and Creative,
Madrid.
David Chase.
Head of Performance Marketing,
Sydney.
Isil Kusculuoglu.
Adviser.
London.
Eulalio Borges.
Creative Guru and AI gen expert.
Luanda.
David Lozano.
Creative Guru and AI gen expert.
Madrid.
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ERAIKO

A streetwear brand born from parkour, Eraiko was ready to move into new disciplines — starting with surf. We headed to Itacaré, Brazil, partnered with local surfers, and shot content that felt as raw and unscripted as the brand itself. Same energy, different wave.



Logo design
Tshirt and hoodie graphics
Product photography
Video production
Social media ads Meta and YT
Ad placement and performance

MASTERCARD

Mastercard's card benefits are genuinely good — but not enough people knew it. We built a digital campaign using video and targeted ads to put those benefits front of mind. The result: more sign-ups, and just enough FOMO to make people feel like they were missing out. Which, frankly, they were.

Benefit Messaging 
Product research and positioning
Paid media Meta, StackAdapt and 
YouTube Ads
Static and Video development