Brands, founders, and marketing teams who’ve trusted Theory Dept.
This isn’t just a new logo. It’s a contained, strategy-led rebrand, built around a proven process that delivers clarity and a confident new identity.
Here’s what the 6–8 week engagement includes:
Week 1–2: Discovery
Uncover is and isn’t working, and where your brand needs to shift.
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Stakeholder input & internal brand audit
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Market & competitor analysis
Week 3–4: Strategy
Define your brand’s positioning, personality, and point of view.
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Brand Purpose, Mission, Vision & Values
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Target Audience & Buyer Personas
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Voice & Personality development
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Creative Direction Moodboards
Week 5–6: Identity Design
Translate strategy into a flexible identity system designed to scale.
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Scalable Logo Suite
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colour Palette & typography
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Visual system & Brand guidelines
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Brand in-use Concepts
Deliverables
A refined brand strategy that aligns with your growth
A logo and identity system that’s distinct and flexible
Confidence that your brand aligns with your value
Guidelines and assets your team can use immediately
Activation materials and rollout support not included (optional add-ons available).
Best for you if...
You're a growing business ready to reposition or realign.
Your current brand no longer reflects the quality of your offering.
You want a confident identity and clear brand foundation.
You need clarity, direction, and design, without the need for ongoing support.
Not ideal if...
- You’re looking for done-for-you execution across multiple brand touchpoints. See Brand Theory Partner.
You need a long-term partner or ongoing strategy guidance.
You just need a logo without the strategy behind it.
You're unsure if your business is ready to commit to change.
Still not sure if this is right for you?
Try the Engagement Guide — a fast, personalised tool that gives you an instant project quote based on your goals and brand stage.
Try the Engagement Guide
6–8 week timeline
→ Clear structure and deliverables
→ Fixed-scope format with weekly checkpoints
$6,000 AUD fixed
→ Includes both phases, plus visual mockups and brand guide
→ Optional: landing page, website or key asset design (available as an add-on)
Want a high-touch, collaborative partnership to move fast and build right? This is the one.
How strategy-first design shaped these brands.
Case Studies
Before Theory Dept, Dillon worked directly with founders on fast, focused brand identity projects. Here’s what a few had to say.
Not sure which is right for you?
Try the Engagement Guide — a fast, personalised tool that gives you an instant project quote based on your goals and brand stage.
Try the Engagement Guide
I’m Dillon McIntosh, a brand strategist and designer with over a decade of experience helping businesses clarify who they are and how they show up. I’ve worked in-house at startups, inside agencies, and as a freelancer, designing everything from logos and marketing assets to identity systems, award-winning websites, and digital platforms.
Over the past 10 years, I’ve seen countless businesses struggle to build strong brand foundations. The result is often the same: missed opportunities to align with their customers, lead their market, and realise their full revenue potential.
That’s why I created Theory Dept. It connects strategy with design in a way that actually drives growth. The focus is on going beyond the visuals to solve deeper brand challenges with structure, clarity, and intent.
“I believe the best performing businesses understand that good design is what people see but strategy is what makes it stick.”
Dillon McIntosh,
Founder — Theory Dept.
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