A new era: 383 Group and LION+MASON merge
Read time: 5 minutes
383 don’t do things by halves. We go big, bold, and industry-leading. And this is one of those moments.
We’ve officially merged with LION+MASON, a leading strategic design consultancy. Together, we’re creating a new kind of digital product partner, one that covers the whole journey: from upstream research and UX, right through to AI-powered product delivery, strategy, scaling, and growth.
To mark the moment, Sukhi Dehal (Founder, 383 Group), Andrew Machin (Founder, LION+MASON), and Andy Curry (Managing Director, LION+MASON) sat down to chat about why this merger matters, what it means for clients, and the exciting path ahead.
What was the motivation behind the merger? Why now?
Andrew Machin:
“UX has always been our strength, and the timing feels right to expand our offering from a strategic point of view. The skills fit feels right. We’ve already run workshops together and can see how aligned we are. Now we can take that upstream, strategic focus and carry it all the way through to delivery, using practical AI to bring some really exciting things to life.”
Sukhi Dehal:
“What drew us in was LION+MASON’s approach to research. They bring senior expertise across sectors we haven’t touched yet. Combine that with our AI and product delivery capability, and suddenly you’ve got everything a client could want end-to-end. That’s a seriously strong position.
The merger with L+M enables 383 Group to expand strategy and user research capabilities, services we believe are more essential than ever in the age of AI.”
How will the cultures fit together?
Andy Curry:
“It’s a journey of discovery. Both teams have their own ways of working, but the intention isn’t to mash cultures together. It’s to learn from each other and find the best ways forward.
At the end of the day, both groups are passionate about what they do, and all of us want to achieve great things. When that’s the shared mindset, sparks fly.”
Andrew Machin:
“From the conversations we’ve had so far, the excitement is clear. Everyone sees that we’re building something unique here, not just another digital agency. This is an opportunity to do something genuinely different.”
Sukhi Dehal:
“It’s like joining a new client team, you learn the personalities, the processes, and you figure out what works. Then you create something amazing together. That’s exactly what’s going to happen here, and I'm excited to work alongside others who share our mindset.”
What does this mean for clients, both existing and new?
Andrew Machin:
“My aim is more of the same, but with further impact. Our client relationships are built on trust. Now, instead of stopping at research and design, we can continue the journey, build products that scale, and deepen the value we deliver.
That means more opportunities to do meaningful work together.”
Sukhi Dehal:
“Clients don’t need to juggle multiple partners anymore. With us, they get one accountable partner across the full product lifecycle, from Friction Mapping® and research, through to AI Discovery Workshops, build, and growth.
It’s not just about designing something; it’s building, maintaining, evolving, and scaling it, too. That’s game-changing.”
What are the ambitions for the next 12 months?
Andrew Machin:
“I’d love to see us double in size. But beyond the numbers, my ambition is simple: to create an agency clients genuinely love. One that’s stable, confidently growing, and attractive to both brands and talent.
I’m excited to see the projects we’ll be working on a year from now.”
Sukhi Dehal:
“Our current leadership team supports, nurtures, and pushes each other, and with the addition of LION+MASON, with their vast amount of experience and expertise, we can nurture and move even further.
That’s what will let us scale far beyond what either of us could do alone. We’re building something world-class.”
Andy Curry:
“With more great minds around the table, there’s now breathing room for all of us to pursue the ideas we’ve wanted to explore. That’s what excites me, the chance to experiment, grow, and expand.”
What we offer together
This merger brings the best of both worlds: LION+MASON’s research and design pedigree, combined with 383’s AI-first product delivery and growth expertise. The result? A single, world-class partner for the entire digital product lifecycle.
Discover & Define
- User Research & UX Strategy: Actionable insights, prioritised roadmaps, and deep understanding of user needs to inform every decision.
- Friction Mapping®: Reveal hidden blockers in your customer and service journeys, pinpointing where to optimise and where AI can add value.
- AI Discovery Workshops: Practical, hands-on sessions to uncover high-impact AI opportunities across your teams, products, and services.
Design & Deliver
- UX, UI & Product Design: Intuitive, engaging, and delightful digital experiences built on evidence, not assumptions.
- Prototyping & Validation: Rapid concept design, interactive prototypes, and user testing to de-risk decisions.
- Embedded Product Teams: Designers, engineers, and product strategists who plug straight into your team to accelerate delivery.
- AI Product Partnerships: From MVPs to long-term platforms, we turn ideas into AI-powered products that scale.
- Digital Campaign Production: Transforming campaign ideas into high-performing digital experiences, from microsites to social activations.
Engage & Grow
- Loyalty Programmes: AI-powered loyalty and referral systems that go beyond points, driving deeper engagement and retention.
- Product Audits & Optimisation: Uncover usability issues, modernise existing products, and keep your experiences competitive.
- Long-Term Partnerships: Ongoing product consultancy, continuous UX optimisation, and future-focused AI innovation.
Together, we cover the full spectrum of digital product innovation: research, strategy, design, AI, delivery, engagement, and growth. Whether you’re designing something new, modernising an existing product, or scaling with AI, we’ll have you covered.
This is a big moment. It’s bold, it’s ambitious, and it’s industry-leading. We can’t wait to show you what’s next… and work with you!
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