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What Building Our Award-Winning Website Taught Us

Most agency websites look the same, minimal, white and safe and for years, ours was no exception. So when we rebranded last year, we set ourselves a harder brief than the one we set for most clients.…

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James Coulson James Coulson · 23.09.26 · 6 min read
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Embark Website mockups on different devices - award-winning website

Latest Articles

136 articles
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How to Use AI for Branding: The Brief That Works

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AI Search Visibility: What It Is and How to Fix It

Type your own category into an AI Chat, something a customer would actually ask ‘Best commercial fitout company on the Gold Coast?’ or ‘ Who should I use for…
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07.09.26

Most Trusted Brands in Australia 2026 (Roy Morgan List)

You’ve changed your logo (possibly twice) new website, new tagline. A rebrand that cost more than you’d like to say out loud, and a folder of files you’ve…
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02.09.26

How to choose a niche for your business

If you’ve already accepted that narrowing is the right move and you’re stuck on what to narrow to, this piece is for you. That’s a different problem to the one…

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I was at the gym the other day and the bloke next to me was running on the treadmill in a pair of Converse high tops. Actually running. Not walking. If you’ve…
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How to find your brand voice

You’ve read your own website back and thought, this could be anyone. Same three words every competitor uses. Passionate. Trusted. Solutions-focused. You know…
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What is a Brand Promise? Why most are just claims

You’ve lost work to a business that isn’t as good as you. You know it. You’ve watched it happen. They looked more professional, they said the right things,…
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How to name a business: types, mistakes and when to rename

For seventeen years my business was called Csquared Design. I don’t hate the name. It did its job for a long time, and there’s a version of me that’s still a…
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21.07.26

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Somewhere on your website right now, there’s probably a line that starts with something like “Most businesses get this wrong.” I understand why it’s there.…
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Signal vs substance: why people really buy brands

Next time you’re at the gym, have a look at everyone’s socks. The crew socks pulled up to the calf crowd are one tribe. The ankle sock people are another. And…
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Brand Differentiation: The 3 Levels of Selling

You didn’t lose that job because your work isn’t good enough. You lost it because the other mob looked more professional. And you know it, because you’ve said…
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