Australian Merchants are a consultancy group based in Sydney, Australia. With a broad range of skills, ranging from business strategy to logistics and supply chain, they offer Australian companies key skills usually associated with large multi-nationals.

TravisBead developed their identity from a brief that desired a classic contemporary look and feel. The name Australian Merchants suggests an established and experience business, but the identity had to convey the energy and enthusiasm of the local market.

Many aspirational brands use font only logos, with a leaning towards thin weights. We chose to develop a logo with two font weights to create a strong difference between the two words, whilst keeping within the aspirational target area.

The swish graphical element began it's life as a trading pan or scales, reflecting the merchants aspect of the company name. This is given a contemporary twist and appears as a handwriten or organic shape.

Within the website, a vibrant colour palette together with contemporary photography, was selected to endorse Australian Merchants' core values of integrity, innovation and strength.

We drew parallels between natural images and the fresh approach that they apply to Consultancy. The website attempts to transcend the emerging status of the company by reinforcing a solid brand identity, whilst positioning them as a refreshing alternative to the domestic competition, both local and international.

Visit the website at www.australianmerchants.com

"The decision to invest in our branding was crucial from the outset. It positioned us right there, we were established, it got us noticed."
Wayne Hessell, Director, Australian Merchants