Where it all Begins
The brief was to fix a brand that had become a mess of different services and mixed messages. The expected approach was a "committee-led" rebrand—a complicated new look that tried to make everyone happy at once. We said no. Instead of adding more layers to explain the clutter, we culled the brand back to its singular truth. The best brand identities don't feel like a corporate lecture—they feel like a ruthlessly clear conversation that cuts through the noise.
Ryan meldrum, CEO
“They came with a clear strategy, and I knew from the start where we were going, and how long it was going to take. They helped us with our brand. It started with our logo and our key messages that were consistent across our business. It’s evolved into our digital strategy, our marketing mix, our video strategy. It’s just been endless, and it’s really exciting where it can go from here.”
My Role
Results
When we started our journey (eek, I know) with Journey, they had 17 centres. They have now expanded to 47 centres, with locations all over Australia.
Significant increase in parent engagement
Stronger differentiation in a crowded market
Clear, actionable brand platform for all communications
Unified internal culture around a compelling purpose
Brand Strategy -
Positioning -
insights -
Personality -
Tone of Voice -
Social Strategy -
Web UX
Content Strategy -
COVID-19 Rollout Strategy -
Brand Strategy - Positioning - insights - Personality - Tone of Voice - Social Strategy - Web UX Content Strategy - COVID-19 Rollout Strategy -
Outside Assembly
Client: Outside Assembly
The Problem: Two street designers breaking away from established firms. Entering competitive market full of corporate design voices. Needed to differentiate their collaborative approach without sounding like every other "boutique" agency.
The Solution: Position as connectors, not just designers. Own their custom design + collaboration model as the category differentiator.
The Impact: Successfully launched in competitive market. Strong differentiation from established players. Authentic voice resonating with clients and communities.
The Bigger Picture: In established categories, differentiation comes from embracing what makes you different, not hiding it.
Street design firms operate top-down: designers dictate, clients approve, communities receive. Outside Assembly built their entire model around genuine collaboration - bringing designers, clients, and communities together from the start. This wasn't a nice-to-have; it was their competitive advantage. The challenge was making "collaboration" feel real in a market where everyone claims to be collaborative. We needed specificity, not slogans.
Results
Successfully launched in a competitive market
Strong differentiation from established players
Clear, actionable brand platform for growth
Authentic voice that resonated with both clients and communities
What This Teaches Us
When entering an established category, the strongest position often comes from embracing what makes you different. By owning their collaborative approach, Outside Assembly didn't just create a brand - they created a new way of thinking about street design.
Clear Differentiator:
Custom design + genuine collaboration vs. corporate one-size-fits-all
Authentic Voice: Street-wise tone vs. corporate jargon dominant in category
Process As Positioning: Made their collaborative method the brand story
Community Focus: Positioned designers as connectors, not dictators
My Role