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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Cricket Australia: Big Bash Has Dash

Our March Article for The Melbourne Review: Cricket Australia and its innovative play.  In May 2010 we were asked to attend a meeting with Cricket Australia, sign a confidentiality agreement, and then be briefed on a most audacious plan to launch a new version of T20 cricket…

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Creative collaboration reinventing a game of mini golf.

As a part of the 25th anniversary of the Walker Art Centre’s Sculpture Garden in Minneapolis, artists, architects and engineers have collaborated to create the unique mini golf course “Walker on the Green.” Each hole throughout the course is an artwork in itself, by introducing…

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Open House Melbourne an innovative event brand.

Open House Melbourne is an event that provides a free and rare opportunity to discover the interior design, architecture and engineering of historic buildings nestled around the city. Recently, the brand’s extensive integrated campaign has been building in anticipation of this weekend’s event. I’ve noticed…

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Brand responsibility. Coca Cola tries to sugar-coat obesity issues with new campaign.

This week, Coca Cola has released a new campaign, which they claim is part of their commitment to help fight obesity. With the brand being threatened, Coca Cola is trying to take a leadership position on the issue by trying to reframe the discussion around…

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Naming balls up for professional services giant

Multinational professional services giant, Ernst & Young launched their newly named brand, EY, earlier this month with an accompanying fresh new look. A re-brand is always an exciting time for any brand. Unfortunately for EY though, who deal heavily in due diligence and corporate advice, is that…

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Woolworths’ Masters brand strategy lessons

According to designer Hans Hulsbosch who created the brand for Woolworths’ hardware retail chain, Masters, the name was chosen because it stands for strength, intelligence and artistry. They wanted the name to be simple, strong and contemporary, one that would appeal to both genders. If…

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There's no 'I' in team right? Branded sporting personalities in team sport

Sporting teams all over the world must contend with the balance of club brand vs personal brand when the decision is made to sign up a superstar. Players that are so well-known and successful can end up being as big, if not bigger than the…

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Emotions + Remembrance = Brand

One of the most important things in a brand is remembrance. If a brand cannot be remembered it won’t be consumed as much as it is wished. If it was a good experience or product and still we can’t remember the name of it, then…

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Personal brand transcendental moments

In an article last week in the Age (9th July), actor Colin Friels was interviewed about his up and coming role in an independent theatre production Moving Parts, written by advertising creative David Nobay. What struck me about the article is that Friels expresses what…

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Living Dollhouse Inspiration – Ikea's Make Small Space Big Campaign

IKEA’s latest campaign, “Make Small Space Big”, uses the idea of ‘living dollhouse’ to demonstrate that with cleverly designed products, there is the potential to maximize each square meter in a small home. The campaign, which has launched in UK and Ireland, is inspired by…

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The complex beast of rebrand in football

Every year, for two very long months, millions of people are going through symptoms of withdrawal. The cause? Its the off-season, and all the stars of the English Premier League (EPL) are on bloody holiday. The football on display in the EPL is a thrilling…

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Truly Deeply Mobile

We’ve finally got time to do a little bit of maintenance of the site today and flicked the switch on a long overdue mobile version of our Madly blog.

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