Building the brand for an anti-consultancy consultancy. 

As part of Innocean Wellcom Group’s expansion, we were tasked to build the brand for the agency’s latest venture, lowercase—a brand experience advisory unlike any other offering in the category. 

From the manifesto, brand identity and tone of voice to a suite of brand assets, including iconography, brand guidelines and motion graphics, every detail was designed to help underscore lowercase’s simple positioning in a landscape known for capitalising on the business of complexity. 

To promote the consultancy, we also launched the tl;lc (too long; lowercased it)—a B2B awareness campaign and content series that literally shortcuts the competition, providing results simpler and faster to deliver on the brand promise at every touchpoint, just like Australia’s only true brand experience consultancy should.