• Branding
  • Graphic design
  • Experience design
  • Web design
  • Development
  • Content Strategy

As a way of giving back to the community and supporting ventures that are making a difference to the lives of others, we sponsor the Men of Business Academy. This leadership school on the Gold Coast focuses on mentoring boys on their journey to become great men. Designed to catch kids who were falling out of the mainstream schooling system, the Men of Business Academy provides them with the opportunity to continue their learning in a school that is better suited to them. After attending a fundraiser in 2018, we knew we wanted to be part of this incredible project and committed ourselves to establishing every aspect of their branding and design from the beginning.


We sat down with the Men of Business team to establish an approach to their branding. As a school, the brand had to be clean and professional. Yet, the team were clear from the outset that the brand look nothing like a school. We were asked to create a masculine looking brand that would appeal to the youth and look a bit rough around the edges. The creative development process was established through a series of workshops as well as hours of research. This helped us to develop the mood boards that reflected the team’s desired approach and offer them a shortlist of options from which they could choose.


Due to budget constraints and the fact the school had not yet been built, finding the right photos to reflect the brand was our greatest challenge. Stock options were limited, especially considering the specific nature of the school. To reflect a more masculine, rough around the edges brand, we opted to keep it simple with black and white colours throughout. The fonts we selected were square and strong. The resulting brand exudes character and we had a lot of fun putting it together.

Phil Coulson


The idea to build the MOB Academy started from people or men and women in the business community donating/buying bricks. The idea was that these bricks would be the building blocks for the Academy. For as long as I can remember it’s always been about building the Academy, building better men, building a better future, not just for the boys but for the community in which we live.


With almost complete creative control, the end result is bold, exciting and exuding a strength that suits the brand. We are still heavily involved in this project and will continue to support the school and the community for many years to come.

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