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Beta today.
Better tomorrow.

Welcome to the Internet. Have a look around.

By the latest estimates, the average user spends 413 minutes (just over 7 hours) online. Per. Day. Which means whether you’re a fast-scaling DTC ecommerce startup or an established global business, your brand needs to live in the internet.

Why? Because unless you’re selling walking frames to octogenarians, that’s where your audience lives too. (And even then... you know?) And because the Internet is a dynamic, dialogue-driven environment, you need a dynamic, dialogue-driven brand. One that’s designed digital from the ground up.

Always growing. Always evolving. Always Beta™.

Brands Are Memes

Drawing on nearly 200 years of science and philosophy, our Memetic Brand Framework™ creates brand platforms that are based on Darwin’s original principles. Our brands are designed not just be Chosen in a noisy environment, but then also Interpreted by diverse audience (from stakeholders to customers) and Shared within the culture without losing their meaning.

Atomic Design Systems

Our flexible brand frameworks are built on the logic of Atomic Design: a proven framework for for building efficient, scalable systems across teams with diverse skill sets. Platforms, not uniforms.

Always Beta

The internet is not a museum. It’s an ever-changing environment where ideas, norms and trends spread and develop with ever-increasing intensity. At any given moment in time, a brand is the dialogue between a company’s internal vision and their customer’s interpretation. So like a digital product, a digital brand needs to constantly iterate; to evolve and respond to market forces. Beta Today, Better Tomorrow.

WHAT DO WE MEME?


We can wax philosophical about this stuff all day. Or at least for 27 minutes. If you want to know more about how it all fits together, and see some sweet gifs and peak 2022 references that may or may not age well, check out our Memetic Branding in the Digital Age talk from Figma’s Config2022.

  WORK (IN PROGRESS)

  WORK (IN PROGRESS)

ALTR

Connect your digital wallet to the physical world.

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DIRTT

Resilience through agility.

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KARST STONE PAPER

Rethinking the paper industry from the ground up.

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HEREAFTER

Sustainable ecommerce. For life on earth.

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ABRAND

Australia’s most progressive denim. Yours. For now.

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CMC MARKETS

Investing in the power of the unrealized.

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DENADA

Real Australian ice cream. No sugar. All chill. You’re welcome.

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Clients and collaborators.

We’re innovators, so we work well with innovators. Clients who know the world is changing, and see it as an opportunity. While we've worked with hundreds of clients over hundreds of industries, it’s these clients that we’ve built the best relationships, which have in turn built the best outcomes.

This isn’t just about making work, this is about making work that works. So we don’t design complex, precious bits of art and then get pissed off when we see you break them. We design systems that are meant to be used by others.

Pepsico logo

Pepsico

Polaroid logo

Polaroid

L'Oréal logo

L'Oréal

Coles

Coles

DIRTT logo

DIRTT

CMC Markets logo

CMC Markets

Karst logo

Karst

Ludic Logo

Lucid

Abrand Jeans logo

Abrand Jeans

Denada logo

Denada

Fluff Casual Cosmetics logo

Fluff Casual Cosmetics

Frank Darling logo

Frank Darling

Innovation is all about asking What’s Next™?

Whether you’re a founder, a CEO, or a new manager, your job is to look at the data and figure out where to spend your next marginal dollar.

Should you build brand new brand, or do you just need a better platform for the one you’ve got? Do you need a whole new website, or is it just about iterating on a couple of key features? Is it time get into paid advertising, or try and push an original, organic campaign?

You need to figure out What’s Next.

This is where we can come in. Our diverse, award-winning team has the skills and experience to not just see the big picture, but how to bring it to life.

CREATIVE STRATEGY SPRINTS

Our Sprint team works with clients big and small across the globe to get their brands, products or campaigns on the right track in days, not months. Our proprietary Memetic Model™ uncovers the central idea that’s going to stand out in your market, then creates the foundations for a platform that’s flexible enough for your colleagues and customers to interpret and share in their own way.

DIGITAL BRAND PLATFORMS

Once we’ve got the big idea in place, our team of award-winning strategists, creatives, designers, illustrators, and animators work hand-in-hand with your internal team to create Atomic Brand Systems that can be rolled out internally or externally across every possible touchpoint.

DIGITAL DESIGN 
+ Build

From desirability to design to development to deployment our product team will collaborate with internal and external agencies to build unique digital products, from weird web apps to high-conversion ecommerce.

+VENTURES
+ Start-ups

We invest in a select set of early-stage startups on a Sweat Equity, then Cost+ model. Using a mix of our own Best Practise™ and Human-centred Design practices we work to get a product to market in 3 months, then consult on an ongoing, as-needed basis.

  HYPERCOLLABORATIVE™

  HYPERCOLLABORATIVE™

We’d say “open book”, but that wouldn’t be super digital of us, 
would it?

We’re hyper-collaborative, working in sprints with our clients internal and external teams, from C-Suite to Customer Service.

We’re open-file and real-time; we open our working files so you can see what we’re doing, as we’re doing it. Seriously. You’ll have access to our Figma file as we’re working.

This isn’t just about making work, this is about making work that works. So we don’t design complex, precious bits of art and then get pissed off when we see you break them. We design systems that are meant to be used by others.

DOWNLOAD OUR FIGMA TEMPLATE →

In this life, you don’t get what you deserve. Only what you negotiate.

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MEL 🇦🇺
SYD 🇦🇺
AKL 🇳🇿
LDN 🇬🇧
ETC 🌎

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