When I started at Fenton in 2008 one of my first projects was to develop a new brand and annual report for the Accounting Professional & Ethical Standards Board (APESB). The APESB is an independent organisation that sets the code of ethics and professional standards in the accounting profession. The…

F-words is a place on our blog where we share opinions on topics we care about. The messages presented to us as we move through public spaces have traditionally conformed to certain semiotic norms and clearly demarcated spaces. A revolving tram shelter ad from a travel agent tells me I…

Women’s Health Victoria recently launched Counterpart, the new name and visual brand for their cancer support service, formerly known as BreaCan. Counterpart connects, supports and informs women with breast or a gynaecological cancer to live well. The new name and tagline ‘Counterpart – Women supporting women with cancer’ was developed…

Many years ago, on an unremarkable Tuesday, I read a tweet: Happy Banana Pancake Day! Yum, I thought. Odd, but yum. I mentioned the tweet to a colleague and her response stuck with me ever since. ‘There is literally a day every day,’ she sighed. While many might lament the…

Thought leadership is a term that’s been overused to the point that our eyes may glaze over when we hear it, but we shouldn’t write it off yet. These days, stakeholders are increasingly looking to corporate leaders and business to have a strong position on issues that matter to the…

We recently finalised our designs for the newly branded and renamed Chemistry Australia, the national peak body representing members of the Australian chemistry industry. The new visual brand and name are both bold departures for the organisation. Formerly known as The Plastics and Chemicals Industries Association (PACIA), the new name…

A career in the construction industry is not one that many young women are encouraged to dream of. On this International Women’s Day, we take a look at stories of women working for construction giant and long-time Fenton client, Probuild. These women exemplify what it means to #BeBoldForChange – they…

When it comes to consuming information we’ve never been so hungry, or so overfed. This voracity is matched only by the creativity of the packaging. For example what would you call what you’re reading now – a post, an article, a feature, a commentary, an essay or a story? What…

Last month, I attended Breakthrough, a two-day conference held by the Victorian Women’s Trust exploring issues of gender equality. This was the largest gender equality conference in Australia’s history with more than 100 speakers, and it delivered big ideas, leading thinkers and passionate change-makers, as promised. Breakthrough highlighted women’s collective…

Our name is who we are. It’s a simple truth, but the art of naming or renaming an organisation is one of the more esoteric aspects of branding. Names dutifully carry the weight of meaning bestowed by their creators while bearing the extra load of words and actions that they…