About Us

 Rarefied started as an idea: to create a new kind of partner that sits uniquely between agencies, consultancies, freelancers, and in-house teams. Today, that idea is at the core of how we deliver smart, efficient, and impactful solutions for ambitious brands.

Rarefied was founded in 2017 by Alex Luff, a former Managing Director and CEO of internationally respected and award-winning brand strategy, marketing, and technology-focused agencies. Alex’s passion lies in solving marketing, brand, and technology challenges at a human level—engaging with people, understanding the dynamics they face, and facilitating great outcomes. This hands-on, people-first approach has been key to Rarefied’s success over the past seven years.

At the heart of Rarefied’s growth is a team that shares this ethos, including co-founder, NJ, whose expertise in operational excellence, CX and digital strategy comes from years of working both brand and agency-side. Together, Alex, NJ, and the core Rarefied team shape everything we do, combining decades of expertise with a deeply collaborative approach to help brands and teams thrive.

 We work across brand building, marketing strategy, and performance marketing to help businesses tackle the big stuff: sharpening brand strategy, crafting meaningful messaging, building standout identities, driving growth, and optimising the tools and teams that bring it all to life. Whether you’re looking for campaign messaging that hits the mark, sales enablement that connects the dots, or content strategies powered by smart tech, we’re here to help.

With our Global Fractional Talent Network, we assemble the best people for the job—world-class talent with deep expertise, available when you need them, for as long as you need them. This means we can scale to your needs, delivering solutions tailored to your challenges, whether it’s a quick fix or a long-term partnership.

At Rarefied, we believe that great brands come from the perfect mix of creativity, strategy, and innovation. We fuse decades of experience with disruptive tech and a product-led mindset to work smarter, faster, and better. And it’s not just about the work—it’s about the people too. We’re big on cultural alignment, team engagement, and making sure everyone is set up to succeed.