Nicework

Nicework Nicework is a purpose-driven branding agency founded in 2007. For years our purpose has been to “make sh*t people care about”.

We are focused on making a dent in the world by building brands people care about.

20/05/2026

Default settings are destroying your audience's trust.

When you rely on generic AI prompts, you sound exactly like everyone else.

In this clip from the latest episode of One More Question, Drew Brucker explains how he built a custom ghost system equipped with a kill list of robotic words to aggressively filter out predictable patterns. By front-loading his personal context, he forces the machine to maintain a uniquely human voice.

At Nicework, we know that protecting your distinct identity is the only way to build a brand people actually care about.

Listen to the full episode to hear Drew break down the mechanics of his ghost system.

Link in the comments.

18/05/2026

An algorithm is not a replacement for a brilliant idea.

We see many leaders treat AI like a magic wand, hoping a simple prompt will turn a flat concept into something extraordinary.

The machine only reflects the context it receives.

In this clip from One More Question, Ross Drakes and Drew Brucker discuss why outsourcing your creativity wholesale is a massive mistake.

We believe technology is just a tool to amplify your unique perspective, not a substitute for it.

Tune in to hear why human insight is still your greatest advantage.

Link in the comments.

14/05/2026

Technology is advancing at breakneck speed, but outsourcing creativity to an algorithm is a guaranteed way to make a brand invisible. We help vision-chasers build brands that people actually care about, which means protecting your distinct identity from the sea of AI sameness.

The newest episode of One More Question is officially live. We sat down with AI pioneer Drew Brucker to uncover how building a visual identity toolkit forces the machine to care about your specific brand context.

Listen to the full conversation to learn how to leverage these new tools without ever losing your unique human voice. Grab the links in the comments below.

06/05/2026

Turn your weakness into strength.

In this clip from One More Question, Paul Watmough-Halim discusses how what we often see as a limitation can become a powerful differentiator.
When organisations embrace what makes them different rather than hiding it, they create something far more distinctive.

Listen to the full episode now 👇

30/04/2026

Culture starts with a symbol.

Sometimes belonging begins with something small.

In this clip, Ross Drakes shares a story about an Orlando Pirates football shirt and how symbols can become a doorway into identity, belonging, and shared culture.

Listen to the full episode now 👇

23/04/2026

It’s not enough to want something great. You have to be ready to support it.

In Episode 89 of One More Question with Rachel Gogel, Ross Drakes unpacks how hiring great talent is only half the equation. Companies need a mindset shift. They need to believe that investing in creative culture isn’t a cost, it’s long-term value creation.

Listen to the full episode now 👇

21/04/2026

Culture cannot simply be designed from the outside.

In this clip, Paul Watmough-Halim explains why getting close to people, language, rituals, and lived experience is the only way to make work with real soul.

Listen to the full episode now 👇

07/04/2026

Meet Paul Watmough-Halim.

Paul is a brand and business leader who believes the most interesting ideas often come from the edges rather than the centre.

Throughout his career he has explored how organisations can build cultures that are intentional, distinctive, and capable of creating real impact.

He brings a perspective shaped by curiosity, experimentation, and a willingness to challenge assumptions.

In episode 90 of One More Question, Paul joins Ross Drakes to discuss outsider thinking, culture, and how organisations can turn perceived weaknesses into strengths.

Tune in now 👇

19/03/2026

Episode 90 of One More Question is live, and it explores how unconventional thinking can shape powerful brands and cultures.

Ross sits down with Paul Watmough-Halim, a brand leader and co-founder of Hyperfocus, known for challenging traditional thinking and building organisations that stand out from the crowd.

From rethinking organisational culture to turning perceived weaknesses into competitive advantages, Paul’s perspective is rooted in curiosity, experimentation, and seeing things differently.

They talk about:
• How the things you see as weaknesses can actually become your biggest strengths
• Why thinking like an outsider can spark better ideas
• Why real culture has to be built from the inside out

It’s a sharp conversation about identity, leadership, and building organisations that truly stand for something.

Give it a listen 👇

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Johannesburg
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Wednesday 08:30 - 17:00
Thursday 08:30 - 17:00
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