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.
Every memorable brand leaves a mark. Some stay with us for years. Not because of a clever logo, a catchy slogan or even a great product alone. They stay with us because they mean something. You can feel it in
Every business wants to stand out, so naturally, the usual question we ask is ‘What makes us different?’ It sounds like the right place to begin. In a crowded market, difference gives people a reason to notice one option over
Digital marketing is one of those things that can feel exciting and overwhelming in equal measure. With endless platforms, ever-changing algorithms, new trends popping up daily, and more marketing ‘must-dos’ than you can poke a stick at, it’s easy for
In the past few hundred years, we’ve seen incredible advances in how we live with the introduction of electricity, transportation, computers and consumerism. But these rising living standards have come at a cost. Unprecedented economic growth has driven progress, yet it’s
As a business, being found on Google is one of the most crucial ways to connect with your consumers and potential customers. However, ranking highly on Google and other search engines isn’t easy, and involves a little thing you’ve probably
Your website is one of your most powerful strategic assets when built right. It should serve your brand purpose, engage your audience and convert clicks into meaningful action. A website strategy gives you that roadmap. It’s the why, how and what
When a new year rolls around, it’s easy to feel the pressure to reinvent everything – your marketing, your brand, your strategy, even your social media aesthetic. The idea of ‘new year, new me’ can sneak its way into business
As 2025 begins to wind down, most of us are ready to take a breather, celebrate the year’s wins, and (finally) enjoy some time away from the inbox. But before you officially put the out of office on, it’s worth
You know the feeling you get waiting for a parcel you’ve been excited about? That mix of curiosity, excitement, and a little impatience? That’s the magic of anticipation. And it’s not just for birthdays and online shopping sprees – in
I’ve always been fascinated by symbolism 🌀
By how a single mark, image, word or gesture can represent something far bigger than itself. Across cultures and civilisations, we’ve used symbols to communicate identity, beliefs, stories, belonging and ideas that sometimes go far beyond what words can explain.
And somewhere along the way, I realised that’s also how I’d started to see brands.
A logo can become a symbol of what a business stands for. A colour can carry years of recognition. A phrase can represent an entire belief. A story can become shorthand for where a business came from and why it exists. Iconography can represent services, philosophies, products or ideas.
What we see on the surface carries meaning because of everything sitting behind it.
Over nearly two decades of working in branding, I also began noticing the same themes appearing again and again in the businesses people really remembered.
Their past, beliefs, future, people, identity, expression, impact and longevity.
Eventually, I gave each of those ideas a symbolic form.
They became Oraco’s Eight Brand Marks, and today they give us a way to look at a business from eight different perspectives and uncover the stories, ideas and meaning that make it distinctly its own.
The strongest brands aren’t built by adding meaning that was never there. More often, the clues already exist.
You just need to know where to look.
Explore the Eight Brand Marks via the link in bio.
One of the hardest things about running a business is knowing what actually deserves your attention.
When you`re inside it every day, everything can feel important. The website needs updating, content needs creating, marketing isn`t quite working, the messaging feels off. Someone suggests a new platform, another campaign or a complete change in direction. But more activity isn`t always the answer.
A big part of Jessica`s work, both through Oraco and the business owners she mentors, is helping people step back far enough to see what`s really going on.
– What are you actually trying to achieve?
– Who are you trying to reach?
– What`s already working?
– Where is the real disconnect?
– And what can probably wait?
Sometimes the most valuable strategy isn`t adding another thing to the list. It`s creating enough clarity to know what matters now, what comes next and what doesn`t need your attention at all.
If you`re looking for strategic advice, a fresh perspective and someone to keep you accountable to actually doing the things you said you were going to do, Jessica offers one-on-one business strategy and mentoring sessions. Shoot us a DM to find out more.
Last week, we lost someone very special.
Sean was a former Principal of Mannix College, a longstanding client of Oraco`s, and someone I was lucky to get to know over many years.
I first met Sean in 2012 through my work with Mannix, and I remember instantly clicking with him. He was incredibly kind, funny, super organised and genuinely caring. He made working together easy, but he was also someone who took the time to get to know you beyond the work itself.
Every year, without fail, Sean would send me a Merry Christmas and Happy New Year message, always accompanied by a quirky little Bitmoji of himself. Even after he finished as Principal and we were no longer working together regularly, those messages continued. It`s such a small thing, but I think it says a lot about the kind of person he was.
I`ve worked with Mannix since 2009, a relationship that now spans close to two decades, and Sean sits right in the middle of so many of those memories. He was there through an important chapter in my career and Oraco`s growth, trusting us with Mannix for many years, and still making the effort to stay in touch long after our working relationship changed.
Looking back, it means a lot that such a longstanding professional relationship also brought someone like Sean into my life.
As the Mannix community gathers today to celebrate Sean`s life, I`ll be joining the service from home and thinking of his family, friends and everyone at Mannix. I had hoped to be there in person, but I`m glad I`ll still be able to join everyone in remembering him.
Thank you, Sean, for your kindness, your humour and for always finding a way to put a smile on people`s faces. You made a difference to so many people, myself included, and I`m very grateful our paths crossed.
Leanne x
Photo courtesy of Mannix College.
One year of @twobayslaundry 🤎
A year ago, Two Bays Laundry opened its doors with a brand we’d had the pleasure of helping Liz and Kirill bring to life from the very beginning.
From strategy through to the visual identity, we wanted to create a brand that felt fresh, organic and full of personality, but most importantly, one that felt like it belonged here on the Mornington Peninsula.
That sense of place became part of the identity itself. The curves within the logo draw on the movement of water and our coastline, while the stylised ‘B’ represents the two bays that gave the business its name, Western Port and Port Phillip. The coastal palette, natural textures and broader identity carried that story through the space (shout out to @saint.design.interiors), signage, uniforms, vehicles and everything in between.
It’s always pretty special seeing a brand move from ideas on a page into a real business, but even more so watching it become part of the local community.
A huge congratulations to Liz, Kirill and the whole Two Bays Laundry team on your first birthday. It’s been such a pleasure working alongside you from those early ideas through to launch and everything that has followed.
Happy first birthday! Here’s to everything still to come 🥂
We don’t believe the best brand stories are invented.
They’re found in the reasons a business began, the decisions made along the way and the people behind it. The things they care about, do differently, and perhaps don’t even realise are interesting anymore.
Often, you’re too close to your own business to see what someone else might find remarkable.
That’s why we ask questions, listen and look a little closer.
The story is already there. You just have to know where to look.
At the heart of @joannaphotography.au’s new identity is a refined wordmark designed to balance timeless elegance with a sense of movement and connection.
A sophisticated serif typeface was chosen for its enduring quality, warmth and understated premium feel. The letterforms evoke a sense of craftsmanship and longevity, reflecting the brand’s focus on creating imagery that grows in meaning over time.
Connection between the A and N introduces a sense of movement and continuity, symbolising the relationships, stories and moments that unfold throughout life.
This is why we start with your story. It’s often where the most distinctive part of a brand identity is hiding.
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Filed by: Oraco Agency
Reference: PF-4165
Photo source: @joannaphotography.au
Filed under: #ProjectFile #BrandStrategist #Branding #BrandDesign #LogoDesign
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