Brands, founders, and marketing teams who’ve trusted Theory Dept.
This isn’t a logo refresh. It’s a full brand transformation, from strategic clarity to real-world application.
Here’s what the 90-day engagement includes:
Phase 1: Clarity Formula™
Define your position, purpose, voice, and message.
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Stakeholder alignment
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Brand audit & competitive landscape Analysis
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Brand Purpose, Mission, Vision & Values
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Target Audience & Buyer Personas
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Brand Voice & Personality development
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Creative Direction Moodboards
Phase 2: Identity Method™
Build a modular, scalable identity system your team can actually use.
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Logo Suite, colour Palette(S), type system
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Brand Extensions and visual patterns
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Interactive brand hub & usage guidelines
Phase 3: Activation System™
Apply your brand to high-impact business priorities with guidance, rollout, and embedded support.
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Activation strategy: what to launch, when, and how
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Creative asset design (e.g. Website, advertising, materials & Collateral)
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Team enablement & usage walkthroughs
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Two monthly strategy calls + async reviews
Deliverables
Brand Strategy Playbook
Full identity toolkit
Activation-ready brand assets
Slack/email comms for async collaboration
Two 60-minute strategy sessions per month
Best for you if...
You’ve outgrown your brand and need alignment at every level.
You’re launching, fundraising, hiring, growing or repositioning.
You want brand clarity and activation, not just visual polish.
You want a trusted partner, not a task-taker.
Not ideal if...
You’re looking for a fast logo.
You don’t want to collaborate or reflect.
You’re not ready to invest in branding as a business driver.
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
90-day sprint
→ Three phases, weekly checkpoints
→ Designed for momentum and clarity
$4,000 AUD / month
→ 3-month minimum engagement
→ Option to continue month-to-month after
Most clients begin with a 3-month engagement to gain clarity, direction, and a fully activated brand then extend support as needed.
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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