We’re a diverse group of strategists, academics and design thinkers. We’ve brought some of the brightest minds in the country together to solve brand problems and build brands people want to buy into. 

Jaimie Ratten
Managing Director

Ask questions. Listen closely.

A firm believer that business is built on ideas, Jaimie has over 30 years’ experience extracting the insights required to create and build remarkable brands. Jaimie’s curiosity with how businesses work and what makes each unique has been the key to his success. Having worked with a wide range of clients, from technology start-ups to top 10 ASX-listed public companies, he is a creative and strategic thinker with a passion for helping businesses remove the obstacles that prevent them from taking giant leaps.

A change-maker, a storyteller and a creative problem-solver, Jaimie’s work is underpinned by the knowledge that people and businesses can’t move forward unless they think and do things differently. Not content with the aesthetic, Jaimie is a strong advocate for ideas and strategies that transform companies and brands.

Colin Mackay-Coghill
Head of Strategy

Colin has spent over 25 years helping a significant number of Australia’s leading corporate, government and not-for-profit organisations unlock the competitive advantage in their brands. He’s a creative thinker who fervently believes that an organisation’s greatest asset is its people and that successful brands are built from the inside out, aligned around a single-minded, compelling, differentiated, unique ideology.

His alter-ego is a rugby tragic who still can’t accept the fact he’s retired and now relies heavily on golf to take his mind off it.

Grant Fuller
Head of Design

Bold ideas are meant to be given life.

With a penchant for thinking outside the box and an ability to design brands that don’t conform to boundaries, Grant takes the lead when it comes to imagining and reimagining brands. Having spent nearly 30 years interpreting the strategic needs of clients, Grant has an unparalleled ability to zero in on what sets a client apart from their competitors, and then build a creative and original brand around it. A collaborator, a shrewd observer and a minimalist, Grant’s approach is based on the belief that ideas can only be rewarding when they get results.

We think and act 10X so you can overcome the business and brand problems you are dealing with in an entirely new way.

At Brand Ideology, one of our operating principles is Think 10X, which explains why as a brand advisory firm, we are perpetually dissatisfied with the status-quo.

Even though we have been building brands for over 30 years, when 10X is your success gauge, you don’t just think outside the box, you stretch your thinking to a new level. That’s why as a client of Brand Ideology, you can expect to be both challenged and inspired by the possibilities we see for your business.

So, if you want to stick with the common brand building approach because its familiar and comfortable, we are not the brand people for you. However, if you are open to new answers to the obstacles and challenges that are currently holding your business back, we would definitely like to talk to you.

Download: How data can help you rebrand more strategically

Read how data and organisational identity analytics is helping to take the guesswork out of rebranding businesses.

Clients