[SYD_HQ] Sydney, Australia [ROOTS] Vietnam [EST] 2022 [SYS_OK] Brand strategy & identity

DECORATING BRANDS, Shaping Identities.

Working to make your brand world-class. Five stages, in order, none skipped — fast because the process is lean, practical because you have a business to run, and held to a standard we would put next to any studio anywhere.

[REF: D.E.C.O.R_METHOD]
A five-stage strategic branding methodology. Not interior decoration — a commercial system for building brands that hold their position.

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Selected work — 04 projects
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THE D.E.C.O.R METHOD — PROPRIETARY STRATEGIC BRANDING METHODOLOGY [05 STAGES / IN ORDER]
DDiscover

We go and find out what is actually true. Your competitors, your customers, and the blind spot everyone in your category shares without noticing.

EEstablish

One position, in one sentence, specific enough that a competitor could not put their name on it. Then the language to hold it.

CCraft

The identity itself. Type drawn for you rather than licensed to everyone, and objects you can actually pick up.

OOrchestrate

Getting it onto screens, signage, packaging and everything else without it quietly falling apart along the way.

RResonate

Whether it moved anything. We measure, and we tell you either way — including the times it did not.

Who we build for

[01] Every industry, everywhere
01 Any industry Coffee roasters, resort developers, tourism boards, crochet studios, e-sports finals. We have built for all of them, and the method did not change once. A brand problem is a brand problem whether you sell flat whites or floor plans — the category only changes the reference photos. No category
we won't take
02 Any size One founder with a very good idea and no logo, or a city department running a five-day festival across four sites. Small jobs get the same director as big ones, because we do not have a junior bench to hide you on. Yes, that is deliberate. No, it is not cheaper for us. Founder to
government
03 Anywhere Sydney is where we sit. Vietnam is where we make things. The rest happens over a call at whatever hour your timezone insists on — we have done the 6am ones and we will do them again. Distance has never been the hard part; a vague brief is. Sydney · Vietnam
& your timezone

We build brand systems for companies that have outgrown their first logo.

Most agencies sell you a logo and call it a brand. That is a font choice with an invoice attached.

Brief in. Brand out.

[02] Fast · practical · world-class
A four-colour overprint study — cyan, magenta and yellow discs over a black ruling. The house style: bold, graphic, exact.

We collect the brief. Then we get to work.

No six-week discovery theatre. No deck about the deck. We interrogate the brief in one working session, come back with a real direction while other studios are still scheduling their kickoff, and refine it in the open — you see the work as it happens, not at a big reveal.

Fast because the process is lean, not because the work is thin. Every project leaves this studio at a standard we would put beside any agency in Sydney, London or Tokyo — that is the entire point of us.

Kickoff
Within 48 hours of booking
First direction
Days, not months
Working across
Australia · Vietnam · your timezone
Handover
Every file, organised, yours

13+ Clients

[03] Who has trusted us

How we present a case

[04] Four movements, no exceptions
01Challenge The commercial problem in plain language, with the constraint that made it hard. Not “they needed a refresh”.Problem
02Strategy The position we took and why, including the options we rejected and exactly what that cost.Position
03Design System What we actually built — type, colour, grid, motion, and every surface that carries it into the world.Build
04Impact Numbers where numbers exist. Where they don't, we say what changed and who noticed. We do not claim credit we did not earn.Proof

Packages

[05] Four ways in · press one to open it

Fixed prices, staged payments, no retainer theatre. Every tier gets the same senior people and the same standard — the price buys depth, not quality. Prices in AUD, and the number you see is the number you pay. Anything outside these four, we quote as its own job.

[00 / WHY THIS ONE EXISTS]

Ten years ago this studio was one small office in District 1, Saigon.

No clients. No case studies. A logo we drew ourselves, badly — because every studio we admired quoted a number with an extra digit on the end of it. We are not going to pretend that was romantic. It was simply expensive to be taken seriously, and we could not afford it.

So we named a package after that room.

District One is for the person carrying a dream still too big to say out loud, who is taking the risk anyway, and who deserves to look as serious as they already are.

You are not buying a smaller version of our standard. You are buying less scope, at exactly the same standard, from exactly the same people. We were where you are standing. This is the package we needed then.

00 DISTRICT ONE For students and first-time founders A$2,000
[WHY THIS ONE]

In 1938 two engineers rented a one-car garage on Addison Avenue in Palo Alto and started a company with $538 between them. They tossed a coin to decide whose name went first. Their first real customer was Walt Disney, who bought eight oscillators to build the sound system for Fantasia.

That garage has a plaque on it now. It reads Birthplace of Silicon Valley.

Nobody has ever started with enough. We started in one small office in District 1 with a logo we drew ourselves, badly. This is the package we needed then.

[WHAT YOU GET]

  • One brief call, one creative direction — drawn properly, not three to pad the invoice
  • An honest read on your name before we draw anything, including if the name is the problem
  • Logo suite: primary, horizontal and stacked lockups, submark, mono and reversed versions
  • Colour palette and a two-typeface system, open-licence so you never pay to use it
  • Business card and email signature
  • Mini brand guide, 8—12 pages: clear space, minimum size, misuse, colour, type
  • Every file, organised: AI, EPS, SVG, PNG, JPG, PDF

[SCHEDULE — 1–2 WEEKS TYPICAL]

  1. Days 1–3The call, then sketches — you see real work in days
  2. Days 4–9One direction taken to finish
  3. HandoverFiles, guide, done

2 rounds of changes, total. We do not lock a date we cannot hold — if a week slips you hear it from us first.

[PAYMENT]

  1. 50%to start — books the slot
  2. 50%at handover

[WHO CAN BOOK IT]

  1. StudentsAny enrolled student, any country — a student ID is enough
  2. First-timersFounders with an ABN under twelve months old
  3. One brandOne founder, one idea. Not a cheap rebrand for an established company
Start with District One
01 STARTUP Your first real identity, done properly A$4,500
[WHY THIS ONE]

October 2007. Two designers in San Francisco could not make rent, so they put three air mattresses on their living-room floor and built a one-page site to let strangers book them. Three people came, at $80 a night.

The first was a design student named Amol Surve. Asked later why he trusted a website run by two men he had never met, he gave a reason no branding deck could improve on: “I clicked it just because I liked the logo.”

That is the entire argument for this tier. Your product is already good. What stands between it and the person who would buy it is how it looks in the four seconds before they decide.

[WHAT YOU GET]

  • Everything in District One, plus:
  • A 90-minute positioning session and a one-page brand foundation — audience, position, tone of voice
  • Two creative directions, not one
  • Full logo suite including favicon, app icon and a simplified mark for small sizes
  • Extended palette with tints and usage ratios · display / heading / body type system with web fallbacks
  • Brand pattern and an icon set of eight
  • Stationery: business card, letterhead, with-compliments slip, email signature
  • Nine social templates you can edit yourself, plus profile and banner art
  • Presentation template, ten master slides
  • Brand guidelines, 20—30 pages

[SCHEDULE — 3–4 WEEKS TYPICAL]

  1. Wk 1Positioning session, then first sketches
  2. Wk 2Two directions, argued honestly
  3. Wk 3–4Craft, applications, guidelines, handover

2 rounds at each stage. We do not lock a date we cannot hold — if a week slips you hear it from us first.

[PAYMENT]

  1. 50%to start
  2. 50%at finish
Start with Startup
02 GROWTH The brand your next stage needs A$12,000
[WHY THIS ONE]

In 1971 a student called Carolyn Davidson was paid $35 for a mark. The man who commissioned it looked at it and said: “Well, I don’t love it, but maybe it will grow on me.” The company was Blue Ribbon Sports. It became Nike.

Twelve years later he called her into a room, handed her a gold ring with the Swoosh on it, and 500 shares. After splits those are roughly 32,000 shares. She has never sold them.

A mark is cheap. A system that still holds when a hundred other people are drawing it without you is not. That is what you are actually buying at this tier.

[WHAT YOU GET]

  • Everything in Startup, plus:
  • A real strategy phase: stakeholder interviews, category audit, a working session, and a strategy deck
  • Verbal identity — tone of voice, key messages, boilerplate copy at three lengths
  • Two to three territories, shown in application rather than as naked logos
  • Full system: co-branding rules, contrast-checked palette, 12—20 icons, pattern library, photography direction
  • Any four applications from: signage concept · menu system · uniform · packaging basics with dielines · lookbook · vehicle graphics
  • 15—20 social templates, story covers and ad formats
  • An animated logo sting, 3—5 seconds, delivered as MP4 and Lottie
  • Website look and feel: one desktop and one mobile homepage, direction only
  • Brand guidelines, 40—60 pages

[SCHEDULE — 6–8 WEEKS TYPICAL]

  1. Wk 1–2Discover and Establish — strategy signed before pixels
  2. Wk 3–4Territories, shown in application
  3. Wk 5–6Craft the chosen direction to full depth
  4. Wk 7–8Applications, motion, guidelines, handover

2 rounds at each stage, plus a final round free. We do not lock a date we cannot hold — if a week slips you hear it from us first.

[PAYMENT]

  1. 40%to start
  2. 30%at direction sign-off
  3. 30%at handover
Start with Growth
03 FLAGSHIP The full D.E.C.O.R programme, end to end A$28,000
[WHY THIS ONE]

Sara Blakely started Spanx with $5,000 — her entire savings. She wrote her own patent out of a textbook to avoid the legal fees. She chose the name from research, not taste: invented words are easier to trademark, and she had read that an x makes people look twice. Then she designed the packaging herself, cherry red, in a category where every single box was beige.

None of that was decoration. Every one of them was a decision made on purpose, before anything was drawn.

That is this tier. We go and find out what is true first — then name it, build the system, put it into the world, and come back at ninety days to tell you whether it moved. Including when it did not.

[WHAT YOU GET]

  • Everything in Growth, plus:
  • Customer research, an audit of what you already own, and two workshops
  • Brand architecture — how sub-brands, venues or product lines are named and related
  • A naming sprint: one subject, 15—25 candidates, a shortlist of five, preliminary IP Australia screening
  • Three territories, fully art-directed
  • Full signage and environmental package with fabricator spec sheets
  • Packaging system across 3—5 lines, print-ready with dielines
  • A menu system covering four defined menu types
  • Motion system · uniforms and merchandise · print collateral · vehicle livery
  • Website design, 8—12 pages, desktop and mobile — design, not build
  • Brand book of 60—100 pages, plus a 10-page quick-start for staff and suppliers
  • Launch: internal deck, rollout plan, a 12-month asset roadmap and two handover sessions

[SCHEDULE — 10–16 WEEKS TYPICAL]

  1. Wk 1–3Discover — research, category, the blind spot
  2. Wk 4–5Establish — position signed in one sentence
  3. Wk 6–9Craft — the system, sketched then built
  4. Wk 10–12Orchestrate — rollout across everything
  5. Day 90Resonate — measured, and reported either way

3 rounds at each stage. We do not lock a date we cannot hold — if a week slips you hear it from us first.

[PAYMENT]

  1. 25%to start
  2. 25%at strategy sign-off
  3. 25%at design approval
  4. 25%at rollout — the last one waits until it shipped
Start with Flagship

[NOTE] Need one thing rather than a whole identity — a poster, a deck, packaging artwork, a campaign set? That is one-off design work and we quote it per job. Between sizes, or something none of these fit? Say so in the enquiry and we scope backwards from the number you actually have.

Studio

[06] Sydney HQ · Vietnamese roots

Founded 2022.
Sydney HQ, roots in Vietnam.

Our founders come from Vietnam's craft culture, where the made thing is the proof — not the deck, not the promise. That instinct now runs a studio headquartered in Sydney and working globally: collect the brief, make the work, show it early, hold it to a world-class standard.

We keep the team small and we do not put juniors on your work unsupervised. The people in the first meeting are the people doing the work — there is no second team waiting backstage. We sell whole programmes rather than logos, because the stages only work in order.

Founded
2022
Headquarters
SYD
Method stages
05
Languages
EN·VI

Tell us what you're actually trying to fix.

Not “we need a rebrand” — the commercial problem underneath it.
01Start an enquiry Five questions, twenty seconds. We read every one ourselves and reply within two business days.Form 02hello@thedecorhub.agency Straight to us. No sequence, no CRM nurture.Email 03(+61) 422 762 590[NEW] Australia. Call or text during Australian business hours.Australia 04(+84) 865 815 135 WhatsApp. The fastest way to reach us from outside Australia.WhatsApp 05(+84) 967 782 989 Vietnam line, for production enquiries.Vietnam 06@thedecorhubagency Work in progress, behind the scenes.Instagram