With great ideas come great responsibility. Jaxsta’s concept, born of a musician’s passion for the music industry, gives contributors to the music industry an accurate and extensive record of who contributed to every published song out there. A huge and compelling offering, but not a simple one to communicate in an emotive and relevant way.


Finding insight into the experience of working in the music industry was the first step. Delivering an emotive and relevant communications strategy, including a brand mark and brand story, allowed for social media, a podcast, and related collateral to work synergistically to build the brand. Jaxsta’s new tagline, Every Note Counts, and the related A Credit To Your Profession, for its pro-level offering form the basis for strong brand growth for this now ASX-listed startup.

Blooms The Chemist

We evolved the Blooms The Chemist branding presentation to deliver visually consistent customer experiences that still have cut through. Branding work has been done across the Blooms The Chemist Masterbrand and Sub-brand and its application to many touchpoints. This includes the storefront, internal product categories and wayfinding, MyHealth Rewards, core Health Services and Health Checks, Promotions, Campaigns and eCommerce including Click & Collect.


Through deep research of use cases and customer feedback, we were able to articulate a brand strategy that reflected where Afterpay had found itself and where it placed its future vision. All captured in the Afterpay Brand Book we delivered, this went to inform all stakeholders domestically and globally, and included creating the “Love The Way You Pay” tagline. Beyond finding the right brand positioning to stand out from a cluttered and competitive payments market, we also built out from a simple logo into a full visual identity in the publication of the Afterpay Brand Guidelines. We went on to create the Afterpay Retail Partners Book, distributed to the +25,000 merchants that included more work from our company, in the design of an entire new suite of in-store collateral. Once the branding was bedded down, We have created and deployed digital marketing campaigns for Afterpay, including their very first in the world, with major retail partners including Smiggle, Big W, Officeworks, Adidas, Hairhouse Warehouse and more.