About re.design

The problem

Brands don’t collapse overnight

They lose strength slowly, showing up differently across channels, experiences and now AI. That drift has a commercial cost — differentiation erodes.

  • $3T

    in brand value lost globally to brand drift.

  • A brand stops building value the moment it shows up inconsistently.

  • AI doesn’t fix broken brands — it exposes and scales them.

The gap

The market pulls brands in every direction

Transformation, optimisation, creative, social — everyone improves a part, but no one connects the whole.

  • Business firstStrategy & transformation consultancies.
  • Identity firstBrand & design consultancies.
  • Channel firstDigital creative & experience agencies.

RE connects the whole.

The system

A system for how brands behave

Not a project. A permanent system — each phase feeds the next, continuously building brand value.

01

Shape

Define where we win. Strategic direction, positioning and distinctiveness grounded in insight and commercial reality.

We pressure-test where the brand can credibly win — sharpening positioning, distinctiveness and the commercial case. The output is a clear north star: a defensible point of view that every later decision can be measured against, grounded in evidence rather than opinion.

We build brand systems that turn distinctive behaviour into growth

01 / 06Conviction

Brand details shouldn’t be static. They should be responsive, contextual, adaptive — generated from rules and expressed through behaviour: timing, transitions, tone, rhythm, the small decisions that add up to a feeling. The best systems don’t just say what’s allowed; they help teams make moments that feel on-brand without asking permission.

Connected

Cultural power is built when every part of the brand system is connected

01 / 07

One collective

Built with a world-class team

Founded in 2009 with studios in Sydney and Melbourne & LDN. We are a multi-disciplined team of brand strategists, client partners, creatives and designers, with some of the most awardiest (yes thats a word) motion specialists and writers.

  • Dante Benard
  • Shane O'Brien
  • Remi Couzelas: Managing Director
  • Oscar Brooks-Luscombe
  • Maxine Allen
  • Madeleine Merzvinskis
  • Katherine Fischer
  • Georgia Phillips
  • Shannon Bell
  • Annabel Cook
  • Sharon Liu
  • Rachael Gardner

16 years of global recognition

  • New Zealand RugbyNew Zealand RugbyTransform Awards ANZ Gold — Best Implementation of a Brand Development Project2025
  • Solo by MYOBMYOBTransform Awards ANZ Gold — Best Use of Copy Style or Tone of Voice2025
  • Solo by MYOBMYOBTransform Awards ANZ Gold — Best Visual Identity from the Technology, Media and Telecommunications Sector2025
  • Solo by MYOBMYOBTransform Awards ANZ — Best Overall Visual Identity2025
  • All Blacks and Black FernsNew Zealand RugbyBest Awards Silver Pin — Large Brand Identity2025
  • KitCommBankD&AD Wood Pencil — Branding2023
  • Would You Rather / MDWMelbourne Design Week (self-promo)Best Awards Silver Pin — Self Promotion2023
  • KitCommBankBest Awards Silver Pin — Digital Products2022
  • Sydney Festival 2022Sydney FestivalBest Awards Silver Pin — Design Craft2022
  • Sydney Festival 2022Sydney FestivalBest Awards Silver Pin — Large Brand Identity2022
  • Optus Yes Expressions – Poetic landscapes of AustraliaOptusBest Awards Gold Pin — Design Craft2021
  • Optus Yes Expressions – Poetic landscapes of AustraliaOptusBest Awards Gold Pin — Moving Image — Short Form2021
  • MistranslationsPowerhouse MuseumAGDA Distinction — Design For Good (Social & Community)2021
  • Optus Yes Expressions – Poetic landscapes of AustraliaOptusAGDA Distinction — Design Crafts (Illustration for Design)2020
  • Optus Yes Expressions – Poetic landscapes of AustraliaOptusAGDA Distinction — Motion (Animation Craft)2020
  • Optus Yes Expressions – Poetic landscapes of AustraliaOptusAGDA Distinction — Motion (Idents & Promos)2020
  • OneVenturesOneVenturesBest Awards Silver Pin — Design Craft2019
  • Sydney Design Festival 2019Museum of Applied Arts and SciencesBest Awards Silver Pin — Design Craft2019
  • Sydney Design FestivalMuseum of Applied Arts and SciencesD&AD Graphite Pencil — Branding2018
  • Sydney Design FestivalMuseum of Applied Arts and SciencesD&AD Wood Pencil — Branding2018
  • AriseAriseBest Awards Silver Pin — Small Brand Identity2018
  • Bare WitnessBest Awards Silver Pin — Design Craft2018
  • Sydney Design FestivalMuseum of Applied Arts and SciencesBest Awards Silver Pin — Large Brand Identity2018
  • Sydney Design FestivalMuseum of Applied Arts and SciencesAGDA Distinction — Motion (Motion Branding)2018
  • Sydney Design FestivalMuseum of Applied Arts and SciencesAGDA Distinction — Motion (Title Sequence)2018
  • Bare Witness illustrationAGDA Distinction — Design Crafts (Illustration for Design)2017
  • Optus Artists InstallationsOptusAGDA Distinction — Identity (Brand Experience)2016
  • Optus BrandOptusAGDA Distinction — Identity (Branding - Large Business)2016
  • Optus YesOptusAGDA Distinction — Identity (Corporate Identity - Logos)2016

Get in touch

hello@re.design