JOURNAL /01
Explore our latest thinking on brand, business and creativity, from deeper Studio Papers and original perspectives to observations, stories and ideas from inside the studio.
You’ve probably heard the phrase ‘brand consistency is key’ when it comes to branding, but have you ever really considered why it’s so important? Quite often, an ad will come on TV or the radio and I instantly know what
This morning has been one heck of a ride, with Facebook blocking Australians from accessing news in their Facebook feeds under the proposed Australian Government Media Bargaining law. Essentially, this means that Australians are no longer able to see news
2020 was a year like no other and one that many of us small businesses would prefer to forget. Yes, we saw panic buying sweep supermarkets where aisles of toilet paper and food staples were emptied, but this wasn’t the
I don’t think any of us have had the year we thought we would have! Things are rapidly evolving with the COVID-19 situation and it is hitting small business hard. We’ve been providing free consultations to businesses about how to
A/B split testing is not a new concept in digital communication however, it is not as commonly used as SEO, web analytics and usability for the simple reason that not many businesses know what it is. Many companies wanting to
Reading and answering emails is a daily requirement for those working as professionals. As a primary form of communication for businesses, it’s important to review the emails that you are sending. Whether you’re emailing potential clients, customers, friends or your
Wishing our fab Comms Director Jessica a very Happy Birthday 🧁🩵
Jessica is thoughtful, fiercely passionate, loyal, intelligent and has the biggest heart.
If you’ve ever had the pleasure of working with or being around Jessica, you will know she has a wonderful way of making people feel seen, heard and valued, and brings so much heart to everything she does.
We hope this next chapter brings you more time for yourself, more adventures, more magic and all the happiness you deserve.
Here’s to plenty more memories, laughs and adventures in and out of the office 😍
We put AI to the test, giving it the exact same brand identity brief we received.
The challenge was to create a welcoming, inclusive LEGO community for adults, built around creativity, connection and giving preloved bricks a second life.
Heres where our strategy made the difference:
🧱 The concept: Our identity centres around a character thats quite literally a social brick, giving the brand personality, expression and a recognisable face.
🎨 The colours: Inspired by LEGO’s iconic palette, but reimagined with a more contemporary, distinctive twist. Playful and nostalgic without feeling childish.
🔠 The typography: The bold, expressive letterforms of the primary typeface brings personality and confidence to the identity, while reinforcing its playful nature.
🧩 The logo system: The primary wordmark sits within a three-dimensional brick form, connecting the name to the concept. A complementary circular motif creates a flexible visual asset for social media, merchandise and responsive applications.
✏️ The details: Hand-drawn illustrations and expressive graphic elements introduce a sense of freedom, creativity and spontaneity. Tying into the fact that it’s a space where there are no rules for how you play.
Every element has a purpose, connecting back to the people, experience and values behind the brand.
In contrast, AI created a fairly predictable interpretation of LEGO branding. Bright primary colours, familiar brick graphics, generic typography and the kind of busy, information-heavy flyer we’ve come to associate with AI-generated design.
The AI imagery also highlights another challenge. While visually polished at first glance, the artificial people and environments lack the authenticity and consistency needed to build a believable, human-centred brand.
AI understood the category, but it didn’t understand the brand.
That’s the distinction we’re exploring. AI can generate a visual response to a brief in seconds, but brand strategy requires questioning, interpreting, making deliberate creative decisions and understanding why those decisions matter.
Which direction would you choose, and why? 👇
The brief: Create a logo and brand identity for a welcomi
How well do we really recognise brands without their names? 👀
Jess put my brand recognition skills to the test with a series of logos, taglines and imagery, stripped of any additional context.
Some were instantly recognisable. Others took a little more convincing. 😂
It’s a fun reminder of how powerful distinctive visual identities can be, and how much we associate certain shapes, colours and symbols with the brands behind them.
How many did you recognise? Let us know your score below! 👇
What business owners say and what brand strategists hear can be two very different things.
When a business says its marketing isn`t working, the instinct is often to do more. More content, more advertising, more visibility.
But sometimes, the real problem sits beneath the surface.
That`s where brand strategy comes in. It`s about asking better questions, challenging assumptions and understanding what`s actually holding your brand back before investing in the next solution.
And we believe that kind of strategic thinking should be more accessible.
We`ve taken the strategic questions, frameworks and insights behind nearly two decades of brand strategy work and built them into our Brand Builder Map and Brand Oracle.
📖 Brand Builder Map: A guided workbook that takes you through our Eight Brand Marks™ methodology, helping you explore and define the foundations of your brand.
💬 Brand Oracle: Your AI-powered strategic guide, designed to challenge your thinking, ask the questions you might not think to ask and help you turn your insights into a clearer brand strategy.
Build your brand strategy for just $60 + GST.
This includes the Brand Builder Map and one month of Brand Oracle access, with no ongoing commitment required. Subscription options are available if you`d like to continue exploring.
Download your Brand Map and access Oracle via the link in our bio.
#BrandOracle #EightBrandMarks #BrandStrategy #BrandPositioning #BrandBuilding
Good work starts with good relationships.
One of our favourite parts of what we do is getting to know the people behind the businesses we work with. Understanding their stories, sharing ideas, challenging each other`s thinking and seeing those ideas come to life.
Joanna Photography is a perfect example of that. We`ve had the pleasure of working with Jo on her brand, and more recently, the tables turned when we stepped in front of her camera for our own branding shoot.
Jo embraced our creative direction, brought her own ideas and perspective to the shoot, and captured our team in a way that felt genuinely us.
There`s something pretty special about being able to support each other`s businesses, collaborate creatively and share a few laughs along the way.
Thanks for being such a wonderful part of our Oraco community, Jo! 🖤
Content is easy to make, but content that actually feels like your brand is a little harder.
It`s why we don`t think content should begin with, “What should we post this week?”
It should begin much further back.
What do we want to be known for? What does our audience actually care about? What stories are worth telling? And how can we tell them in a way that could only really come from us?
Because when those things are clear, content stops being a constant search for something to say. You have a much stronger foundation to keep coming back to.
And that`s exactly why we created the Brand Builder Map and Brand Oracle.
Built on our Eight Brand Marks™ methodolgy, the Brand Builder Map and Oracle helps you explore the foundations of your brand, uncover what makes you distinctive and develop the clarity to guide everything that comes next, including your content.
Because knowing what to say starts with understanding who you are, what you stand for and why people should care.
Here`s Kannika behind the scenes capturing some of the content that brings those ideas to life.
Strategy gives you the story and content gives you somewhere to tell it.
Want to build a stronger foundation for your own brand? Explore Brand Oracle and the Brand Builder Map through the link in our bio.
Stuggling to communicate what makes your business worth choosing? Explore our agency’s brand strategy process, reimagined as a guided workbook and AI-powered brand guide.
BRAND STRATEGY WORKBOOK
+ AI STRATEGY GUIDE – A$66*
