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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Air France launches Joon – An airline built on brand strategy

Much more than brand spin – hopefully. Air France have announced to launch of Joon, an airline positioned for the European Millenial market. So what does that mean exactly and why should we believe this is more than just another low-cost airline brand entering the…

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Why poor brand design is bad for business

The cost of a poorly designed brand identity. Parked at the traffic lights last week my attention settled on the kerbside branding for a new Snap Fitness gym that had recently opened in our neighborhood. I was immediately struck by the poor quality of their…

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Brandless but far from being unbranded

Introducing a brand called Brandless™ (yes, trademark is noted). A start-up riding the unbranded trend and set to shake-up everyday retail in the USA and they’ve raised $50 million to get going. Way back when, our ancestors bought basics supplies from their local store. They…

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Truly Deeply rebrands Fronditha Care

  Building on a tradition to create a vibrant aged care brand for future The new brand identity builds on Fronditha Care’s strong reputation within the Australian Greek community to create a leader in the provision of aged care services for a multicultural audience. Zoe…

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Are business cards a dying breed

In a fast changing digital world, we often get asked if business cards are still a necessity for your brand. While some people may see them as old fashioned, you would be surprised at how many people still like to carry cards and how important…

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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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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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Heineken fights to protect its brand and trademark red star

Global beer brand forced to defend it’s iconic red star and perceptions of it promoting communism. Dutch brand Heineken is recognised globally for it’s green cans and bottles. Another core brand asset is the red star. Unfortunately for Heineken, the red star is also seen…

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