We help businesses who are tired of being overlooked and underestimated – the Underdogs.

Though business strategy and remarkable design, we uncover what makes Underdogs truly unique and bring it to life.

What’s an Underdog?

Underdogs are businesses that have lots of substance, but their style holds them back. They’re diamonds in the rough – and they’re our ideal clients.

We believe Underdogs have the most to gain from investing in brand strategy and design. So, we insist on working in close collaboration with your team to understand and articulate your business’ unique value.

Characteristics of an Underdog

  • you rely heavily on referrals;
  • you get a lot of repeat business;
  • you retain good staff for decades; and
  • you have a great reputation within your industry.


  1. you struggle to attract new staff;
  2. you attract the wrong type of enquiries;
  3. people have to get to know you to buy from you; and
  4. you lose tenders to inferior competitors with “glossier” marketing.

Our Style & Substance Matrix



Businesses that are all style and no substance.

“All show, no go’’

They promise what
they cannot deliver, leading people to resent them.

Top Dog

Top Dog

Businesses who have great style and the substance to back it up.

These are the leaders in their industry (think Apple, Nike, Microsoft).



Businesses that have no style and no substance. Businesses in dangerous territory.

They won’t be around long enough to be remembered.



Businesses who have lots of substance, but their style holds them back.

They’re diamonds in the rough.

And they’re our ideal clients.


Our 5D Process


We conduct primary and secondary research on your business’s people, customers and competitors to fully understand how your company works and it’s perception within the market.
  • Customer Interviews
  • Staff Surveys
  • Brand Audit


By determining the core brand problem that is faced by your business, we formulate a design challenge that helps us determine the “Big Idea” for your brand.
  • Brand Workshops
  • Big Idea


Using everything we’ve learnt about your business, we develop a brand and marketing strategy to articulate how you can communicate to your target audience and position yourself within the market.
  • Brand Strategy
  • Marketing Strategy
  • Brand Positioning
  • Brand Naming


With well-informed strategy as our guide, we design a cohesive identity system that includes logos, typefaces, colours, graphic elements and more to bring your brand’s essence to life.
  • Brand Identity Design
  • Logo Refresh
  • Brand Style Guides & Standards Manuals
  • Creative Development
  • Website Design


Rolling out the design of your business’s brand identity across the most impactful marketing touchpoints.
  • Sales & Marketing Material Design
  • Capability Statements
  • Website Development
  • Graphic Design
  • Copywriting
  • Campaign Launch

The world loves an Underdog story, so do we.
Let’s work together and create our own.

Get in touch