We're an agency with deep expertise in helping brands find their compelling point of difference. For more than 25 years we’ve paired strategic tools with beautiful design solutions to help business stand-out, transform and grow.

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Our vibrant brand identity for Ufonik – A new global music comp

Ufonik is a new kind of music competition with the interests of the music and the musicians at it’s heart, not selling out for a month’s fame, but rather establishing and rewarding talent for being what it is, not what the industry wants or needs.…

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Deus Ex Machina Individualism Branding

What is it about motorcycle brands? Harley Davidson has long been held-up as an example of branding at its finest. There’s something about the emotional connection between people who love to ride motorbikes and the brands who effectively tap into that emotion that adds a…

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Freshwater rebrand reflects a vibrant urban city precinct

Truly Deeply repositions commercial tower to create a new place brand in the heart of Melbourne’s Southbank. Working together with GPT and Frasers Property, Truly Deeply created a fresh and compelling new brand that stands out and connects with premium tenants in the highly competitive…

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Say hello to our new branding work for Wade Institute

Inspiring audacious entrepreneurship for the next generation of business leaders Background The Wade Institute for Entrepreneurship is a new Institute that offers a Masters of Entrepreneurship course at Ormond College, Melbourne University, named after successful Australian entrepreneur, Peter Wade. ‘We are a smart nation but still too few…

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Back to basics: 5 key things to consider before starting your website

So you want a website and you want it now. There are alot of easy ‘web page builders’ out there these days which allow you to create your website using the drag and drop method. That’s fine if you need to launch your site in…

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Brutalist web design and what we can learn from it

Grids, rules, order, harmony — qualities that typically define ‘good design.’ What happens when all of this is thrown out? When chaos is embraced and celebrated? It’s called brutalist web design and it’s taking the design world by a storm. In this post we will take…

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Our branding for Sooma memory foam mattresses and pillows

Sooma is all about simplifying the mattress buying process, designing the perfect mattress and caring for the planet. The Challenge. Our client is a manufacturer of high quality foam. They wanted to sell mattresses direct to the public but they couldn’t use their B2B brand.…

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ALDI rebrands to differentiate

Reading through the articles about the upcoming ALDI rebrand I’m struck by what seems to be an inability for people to grasp some of the strategic rational behind this rebrand and rebranding in general. Everywhere ALDI has opened, they taken on established supermarket brands and…

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Our fresh place brand connects iconic St Kilda to a new generation

St Kilda is one of Melbourne’s best known suburbs, attracting tourists and locals alike for shopping, sunning on the beach, drinking, dining, entertainment and people watching. St Kilda genuinely has a little bit of everything for everyone. Background Whilst for decades St Kilda the place…

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#wegetyou – a Campaign speaking the language of Gen Viz

Gen Viz speak their own (very visual) language. The Partnership for Drug-Free Kids, is a US nonprofit dedicated to reducing substance abuse among adolescents. In 2015 they developed this campaign to raise awareness of what they do and connection with their audience. Yes the campaign…

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Fashion brand Calvin Klein launches their new logo.

Calvin Klein’s Instagram account announced over the weekend that the brand has decided to “return to the spirit of the original” and acknowledge “the founder and foundations of the fashion house” by launching their new logo to mixed reviews. With the new appointment of creative…

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Coca Cola ‘one brand’ architecture comes to Australia

Multinational soft drink giant introduces its new brand architecture strategy to Australia. After decades of establishing more niche brands, Coca Cola has shifted back to what they call the ‘one brand’ design. Essentially, they are now refocusing on creating a stronger master brand, with more…

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