The Story of Hookline Syndicate

Who we are, how we started and what the name really means

Hookline Syndicate started in August 2025, after weeks of conversations, idea swapping and the realisation that we were talking about doing this far too much to not actually do it.

We’re Conor and Catherine, a brother-and-sister team creating video, drone and visual content. Conor had the drone, the camera and the creative itch. Catherine had the notebook, the questions and the ability to say “okay, but how does that actually work?” Turns out, that’s a pretty good combination.

By September, we’d moved into our first office - which made everything feel more official and gave us somewhere to store gear, charge batteries and pretend we’re organised (most of the time).

Who does what (and why it works)

Conor is the face you’ll usually see - on camera, behind it or flying the drone. He’s the ideas person, the visuals person and the “what if we tried this?” person.

Catherine is alongside him, listening, planning, shaping projects, hyping the good ideas and calmly steering things back on track when they need it. Think creative energy with a built-in sense check. We work well together, trust each other and aren’t afraid to call it when something needs tweaking - which keeps the work strong and the process straightforward.

Why we care about content (and why it shouldn’t be boring)

The world lives online. Content is how people discover things, connect with messages and decide what’s worth paying attention to - usually while half-watching something else.

We care about making content that actually lands. Not stiff. Not overly polished for the sake of it. Just well-thought-out, visually strong and enjoyable to watch. If it makes someone stop scrolling, even briefly, we’re doing something right.

Alongside client projects, Conor also creates light-hearted content on @conorxhs, using our cameras and drone to experiment, play with ideas and keep creativity flowing. It’s where a lot of concepts start life before finding their way into client work.

The name (because everyone asks)

Hookline is about those first few seconds: the moment that hooks attention and makes someone watch instead of scroll past.
Syndicate is about collaboration: working together, sharing ideas and creating with people, not over them.

No ego. No hard sell. Just good ideas, built properly.

A bit about us (outside of work)

Community matters to us and so does life outside of projects. This blog won’t just be work updates - it’ll also include personal adventures, time outdoors, creative side ideas and moments that don’t always fit neatly into a job description.

We think it’s important that people get a sense of who they’re working with, not just what we do. Creativity doesn’t switch off when the cameras do - and neither do we.

This blog will be a mix of work, ideas, behind-the-scenes moments and whatever else feels worth sharing at the time.

This is the story of Hookline Syndicate.
Early days, plenty ahead - and exactly where we want to be.

- Until the next one, Conor & Catherine