Turning brand values into cultural impact
We help purpose-driven brands define, amplify, and activate their mission.
Current Theory combines brand strategy, storytelling, and social impact to create cultural and commercial influence. We work with purpose-driven brands, cultural institutions, and high-impact organizations.
We focus on execution that drives business results—visibility, revenue, brand equity, and cultural relevance, moving strategy from executive suites to broader cultural movements.
Brands shouldn't just talk about change—they must drive it through measurable action.
The strongest brands shape movements, not just markets. Cultural relevance is business relevance.
People connect with brands that stand for something real. Substance over performance.
A compelling narrative turns audiences into believers and believers into action-takers.
The right partnerships unlock growth, reach, and influence beyond what any single entity can achieve.
Brands that think beyond borders and build across difference create legacies that last.
Clarify your purpose and unlock new opportunities for funding, visibility, and alignment with measurable outcomes.
Shape narratives that increase engagement, build loyalty, and influence perception across all touchpoints.
Generate new revenue and cultural capital through strategically aligned collaborations at five and six figures.
Design initiatives that deepen audience connection and deliver lasting ROI and cultural relevance.
A methodology designed to move brands from intention to influence. Three phases that build on each other to create lasting impact.
Your brand's purpose, values, and voice—the foundation for everything that follows. Clarity before amplification.
Through messaging, storytelling, and content that resonates with your ideal audience and converts attention into belief.
Through partnerships, campaigns, and real-world initiatives that scale impact, drive revenue, and build cultural equity.
Maya Shoucair is a global strategist and cultural operator with nearly two decades in media, technology, diplomacy, and public policy.
Experience includes leading social impact strategy at TikTok across the Americas, shaping inclusion and digital policy at Shopify, and partnering with governments, foundations, and cultural institutions on four continents. Her work has encompassed $20M+ portfolios, multi-country grant-making, creator economy programs, and youth-driven policy initiatives.
Lebanese-Canadian and multilingual, Maya brings global perspective to every engagement—understanding how ideas travel, narratives translate, and how to build work that resonates across borders, platforms, and cultures.
She founded Current Theory to help mission-driven organizations move from purpose to influence.
Get in touch and let's start a conversation.