Designing a fearless challenger brand, fit for Australia’s leading start-up hub

Designing a fearless challenger brand, fit for Australia’s leading start-up hub

Designing a fearless challenger brand, fit for Australia’s leading start-up hub

Designing a fearless challenger brand, fit for Australia’s leading start-up hub

Designing a fearless challenger brand, fit for Australia’s leading start-up hub

Stone & Chalk

Stone & Chalk

Stone & Chalk

Stone & Chalk

Stone & Chalk

Brand strategy
Brand positioning
Tone of voice

Brand strategy
Brand positioning
Tone of voice

Brand strategy
Brand positioning
Tone of voice

Brand strategy
Brand positioning
Tone of voice

Brand strategy
Brand positioning
Tone of voice

Visual identity
Brand guidelines

Visual identity
Brand guidelines

Visual identity
Brand guidelines

Visual identity
Brand guidelines

Visual identity
Brand guidelines

Environmental design
Wayfinding

Environmental design
Wayfinding

Environmental design
Wayfinding

Environmental design
Wayfinding

Environmental design
Wayfinding

Project overview

Project overview

Project overview

Project overview

Project overview

Born out of a desire to propel Australian fintech startups to success on the global stage, Stone & Chalk gained rapid momentum from the moment they launched their organisation. Their original, somewhat rudimentary brand wasn’t up to the task of representing the respected global player that they quickly became. The brand needed to grow up fast, with a new positioning and identity to reflect the outspoken challenger values of the company.

Born out of a desire to propel Australian fintech startups to success on the global stage, Stone & Chalk gained rapid momentum from the moment they launched their organisation. Their original, somewhat rudimentary brand wasn’t up to the task of representing the respected global player that they quickly became. The brand needed to grow up fast, with a new positioning and identity to reflect the outspoken challenger values of the company.

Born out of a desire to propel Australian fintech startups to success on the global stage, Stone & Chalk gained rapid momentum from the moment they launched their organisation. Their original, somewhat rudimentary brand wasn’t up to the task of representing the respected global player that they quickly became. The brand needed to grow up fast, with a new positioning and identity to reflect the outspoken challenger values of the company.

Born out of a desire to propel Australian fintech startups to success on the global stage, Stone & Chalk gained rapid momentum from the moment they launched their organisation. Their original, somewhat rudimentary brand wasn’t up to the task of representing the respected global player that they quickly became. The brand needed to grow up fast, with a new positioning and identity to reflect the outspoken challenger values of the company.

Born out of a desire to propel Australian fintech startups to success on the global stage, Stone & Chalk gained rapid momentum from the moment they launched their organisation. Their original, somewhat rudimentary brand wasn’t up to the task of representing the respected global player that they quickly became. The brand needed to grow up fast, with a new positioning and identity to reflect the outspoken challenger values of the company.

Our idea

Our idea

Our idea

Our idea

Our idea

Stone & Chalk wanted to work with us in a deeply collaborative manner, so we adapted our creative process to engage with them throughout the development of their brand story. We ran brand strategy workshops with key stakeholders which resulted in the brand positioning: ‘founders of tomorrow’. This brand idea positioned Stone & Chalk as vocal and fearless challengers, simultaneously setting the tone for the brand and creating a mission statement. The name harks back to the cornerstone of innovation – that some things are set in stone, while the rest is written in chalk. 

Stone & Chalk wanted to work with us in a deeply collaborative manner, so we adapted our creative process to engage with them throughout the development of their brand story. We ran brand strategy workshops with key stakeholders which resulted in the brand positioning: ‘founders of tomorrow’. This brand idea positioned Stone & Chalk as vocal and fearless challengers, simultaneously setting the tone for the brand and creating a mission statement. The name harks back to the cornerstone of innovation – that some things are set in stone, while the rest is written in chalk. 

Stone & Chalk wanted to work with us in a deeply collaborative manner, so we adapted our creative process to engage with them throughout the development of their brand story. We ran brand strategy workshops with key stakeholders which resulted in the brand positioning: ‘founders of tomorrow’. This brand idea positioned Stone & Chalk as vocal and fearless challengers, simultaneously setting the tone for the brand and creating a mission statement. The name harks back to the cornerstone of innovation – that some things are set in stone, while the rest is written in chalk. 

Stone & Chalk wanted to work with us in a deeply collaborative manner, so we adapted our creative process to engage with them throughout the development of their brand story. We ran brand strategy workshops with key stakeholders which resulted in the brand positioning: ‘founders of tomorrow’. This brand idea positioned Stone & Chalk as vocal and fearless challengers, simultaneously setting the tone for the brand and creating a mission statement. The name harks back to the cornerstone of innovation – that some things are set in stone, while the rest is written in chalk. 

Stone & Chalk wanted to work with us in a deeply collaborative manner, so we adapted our creative process to engage with them throughout the development of their brand story. We ran brand strategy workshops with key stakeholders which resulted in the brand positioning: ‘founders of tomorrow’. This brand idea positioned Stone & Chalk as vocal and fearless challengers, simultaneously setting the tone for the brand and creating a mission statement. The name harks back to the cornerstone of innovation – that some things are set in stone, while the rest is written in chalk. 

Visual identity

Visual identity

Visual identity

Visual identity

Visual identity

We created simple visual metaphors for ‘stone’ and ‘chalk’, developing a refreshed master logo and a suite of modular secondary logos. The graphic elements for ‘stone’ and ‘chalk’ provided us with visual building blocks to be used across all communications and brand touch-points. 

We created simple visual metaphors for ‘stone’ and ‘chalk’, developing a refreshed master logo and a suite of modular secondary logos. The graphic elements for ‘stone’ and ‘chalk’ provided us with visual building blocks to be used across all communications and brand touch-points. 

We created simple visual metaphors for ‘stone’ and ‘chalk’, developing a refreshed master logo and a suite of modular secondary logos. The graphic elements for ‘stone’ and ‘chalk’ provided us with visual building blocks to be used across all communications and brand touch-points. 

We created simple visual metaphors for ‘stone’ and ‘chalk’, developing a refreshed master logo and a suite of modular secondary logos. The graphic elements for ‘stone’ and ‘chalk’ provided us with visual building blocks to be used across all communications and brand touch-points. 

We created simple visual metaphors for ‘stone’ and ‘chalk’, developing a refreshed master logo and a suite of modular secondary logos. The graphic elements for ‘stone’ and ‘chalk’ provided us with visual building blocks to be used across all communications and brand touch-points. 

Tone of voice

Tone of voice

Tone of voice

Tone of voice

Tone of voice

We helped Stone & Chalk to come up with a bold, sharp tone of voice which reflected their role as thought and category leaders. Their brand voice ranges tonally from serious, rousing statements to slightly tongue-in-cheek depending on the audience. 

We helped Stone & Chalk to come up with a bold, sharp tone of voice which reflected their role as thought and category leaders. Their brand voice ranges tonally from serious, rousing statements to slightly tongue-in-cheek depending on the audience. 

We helped Stone & Chalk to come up with a bold, sharp tone of voice which reflected their role as thought and category leaders. Their brand voice ranges tonally from serious, rousing statements to slightly tongue-in-cheek depending on the audience. 

We helped Stone & Chalk to come up with a bold, sharp tone of voice which reflected their role as thought and category leaders. Their brand voice ranges tonally from serious, rousing statements to slightly tongue-in-cheek depending on the audience. 

We helped Stone & Chalk to come up with a bold, sharp tone of voice which reflected their role as thought and category leaders. Their brand voice ranges tonally from serious, rousing statements to slightly tongue-in-cheek depending on the audience. 

Stone & Chalk's rebrand has been instrumental in positioning us as one of the top fintech hubs globally

Stone & Chalk's rebrand has been instrumental in positioning us as one of the top fintech hubs globally

Stone & Chalk's rebrand has been instrumental in positioning us as one of the top fintech hubs globally

Stone & Chalk's rebrand has been instrumental in positioning us as one of the top fintech hubs globally

Stone & Chalk's rebrand has been instrumental in positioning us as one of the top fintech hubs globally

Environmental design

Environmental design

Environmental design

Environmental design

Environmental design

We had the opportunity to help to design the environment of Stone & Chalk’s two office hubs in Sydney and Melbourne. A wayfinding system was developed, as well as ensuring Stone & Chalk’s unique brand voice came across through applications like the brain-teasers installed in the bathrooms.

We had the opportunity to help to design the environment of Stone & Chalk’s two office hubs in Sydney and Melbourne. A wayfinding system was developed, as well as ensuring Stone & Chalk’s unique brand voice came across through applications like the brain-teasers installed in the bathrooms.

We had the opportunity to help to design the environment of Stone & Chalk’s two office hubs in Sydney and Melbourne. A wayfinding system was developed, as well as ensuring Stone & Chalk’s unique brand voice came across through applications like the brain-teasers installed in the bathrooms.

We had the opportunity to help to design the environment of Stone & Chalk’s two office hubs in Sydney and Melbourne. A wayfinding system was developed, as well as ensuring Stone & Chalk’s unique brand voice came across through applications like the brain-teasers installed in the bathrooms.

We had the opportunity to help to design the environment of Stone & Chalk’s two office hubs in Sydney and Melbourne. A wayfinding system was developed, as well as ensuring Stone & Chalk’s unique brand voice came across through applications like the brain-teasers installed in the bathrooms.

Impact

Impact

Impact

Impact

Impact

Since its launch, our re-brand has enabled Stone & Chalk to secure top corporate sponsors, and led to their creating a new tech fintech innovation hub in Melbourne. It has been a pivotal part of the redesign of two new properties, which in 2018 will support over 700 entrepreneurs. It increased unique visitors to the website by 20+%, and attracted over 1200 visitors to thought leadership events.

Since its launch, our re-brand has enabled Stone & Chalk to secure top corporate sponsors, and led to their creating a new tech fintech innovation hub in Melbourne. It has been a pivotal part of the redesign of two new properties, which in 2018 will support over 700 entrepreneurs. It increased unique visitors to the website by 20+%, and attracted over 1200 visitors to thought leadership events.

Since its launch, our re-brand has enabled Stone & Chalk to secure top corporate sponsors, and led to their creating a new tech fintech innovation hub in Melbourne. It has been a pivotal part of the redesign of two new properties, which in 2018 will support over 700 entrepreneurs. It increased unique visitors to the website by 20+%, and attracted over 1200 visitors to thought leadership events.

Since its launch, our re-brand has enabled Stone & Chalk to secure top corporate sponsors, and led to their creating a new tech fintech innovation hub in Melbourne. It has been a pivotal part of the redesign of two new properties, which in 2018 will support over 700 entrepreneurs. It increased unique visitors to the website by 20+%, and attracted over 1200 visitors to thought leadership events.

Since its launch, our re-brand has enabled Stone & Chalk to secure top corporate sponsors, and led to their creating a new tech fintech innovation hub in Melbourne. It has been a pivotal part of the redesign of two new properties, which in 2018 will support over 700 entrepreneurs. It increased unique visitors to the website by 20+%, and attracted over 1200 visitors to thought leadership events.

Unique visitors to the website up by: 20%+

Unique visitors to the website up by: 20%+

Unique visitors to the website up by: 20%+

Unique visitors to the website up by: 20%+

Unique visitors to the website up by: 20%+

Attracted over 1200 visitors to thought leadership events.

Attracted over 1200 visitors to thought leadership events.

Attracted over 1200 visitors to thought leadership events.

Attracted over 1200 visitors to thought leadership events.

Attracted over 1200 visitors to thought leadership events.

$212M capital raised

$212M capital raised

$212M capital raised

$212M capital raised

$212M capital raised

Acknowledgements

Acknowledgements

Acknowledgements

Acknowledgements

Acknowledgements

Interiors photography
Phu Tang

Interiors photography
Phu Tang

Interiors photography
Phu Tang

Interiors photography
Phu Tang

Interiors photography
Phu Tang

Awards

Awards

Awards

Awards

Awards

Next - Intersekt

Next - Intersekt

Next - Intersekt

Next - Intersekt

Next - Intersekt