Pentathlon GB - Brand Identity

Born in Shoreditch, London, in 2004 by a majority-female founded team, our name Household comes from the idea that we should be a place where people want to spend time, just like the brands we work with.

Fast forward to 2023, ‘Fame, Fans and Fortune’ is how we create holistic and lasting impact, unlock brand equity, and emotionally connect with communities for greater lifetime value.

Working with the most exciting brands in the world, our sweet spot is where entertainment, retail and hospitality intersect to meet more customer needs – innovating the big ideas that ensure fortunes for brand and businesses, people and planet.

We believe that diverse minds create breakthrough ideas, so we don’t just collaborate with brands, we bring their fans along for the ride too.  Together we continually create better outcomes now, and for the future. 

Our Active Brand Model and customer insight research tool emotiveye™, enables us to deep dive into the needs and expectations of hyper-engaged audiences we identify as the Participation Generation – and the future fans of brands. 

From innovating and designing the Amazon Treasure Truck – co-holding the Inventors Patent, to creating the first official Harry Potter Flagship New York for Warner Bros. Discovery – we are defining and designing the future of brands and how they connect with customers in both physical and digital worlds to shape culture, communities, commercial success – and create positive impact. 

Come visit us in our Shoreditch London studio and step into Room X, our VR demo experience – an in-beta ‘participation’ project with global hotel group PPHE for the art’otel brand.  

We’d love to see you.