Univers

Let’s be real for a moment. 2024 tested us. Projects shifted, and we had to adapt quickly. But through the turbulence, we found clarity, resilience, and purpose. We’re heading into a well-earned break with some truly exciting projects locked in that will keep us on our toes well into 2025, and we can’t wait to share what we’ve been working on. To the clients who stuck with us and trusted us this year—thank you from the bottom of our hearts. We couldn’t have done it without you. As we wrap up 2024, we’re wishing you a relaxing and happy holiday season. Whether it’s summer or winter where you are, we hope you get the downtime you deserve. Our studio closes over the summer break, our last day in is Thursday 19th of December, and we’re back in action on 7th January 2025.

From the Archive: Brand Identity System & Website for trethowan architecture | interiors | heritage Trethowan, our Cremorne neighbors, deliver architecture, interior design, and heritage services to private, corporate, and institutional clients. Their identity needed to capture the duality of their work—pushing boundaries with contemporary projects while preserving the integrity of heritage structures. What stands out here is how closely Trethowan has followed the system we designed. Since launching their identity in 2019 and relocating, Trethowan confidently produced their own glass manifestation signage without needing to circle back to us. This highlights why we create brand identity systems, not just visual identities. It’s about equipping our clients with the tools to manage their brand independently and consistently. Their website, crafted entirely in-house here at Universe: https://trethowan.com.au/ Full case study coming soon. Photo captured by Andrew Kuypers

We’re fully booked for the rest of the year, which means our current clients are getting our absolute focus and dedication. But let’s make sure you’re first in line for our next available opening. Send us an email, and we’ll schedule a 30-minute strategy call—on us—to explore your goals and secure your spot for our earliest availability in 2025. [email protected]

🖤 Blandciaga 🖤 Back around 2012-2017, we saw primarily high-end fashion brands embrace minimalism with their logotypes (Yves Saint Laurent, Balenciaga, etc.). Then, a bunch of other brands, obviously with no foresight or strategy, simply followed suit, rebranding with simple sans serif logotypes. The imitators mostly lacked the same level of research and inspiration with regards to overall brand vision, but execution also lacked too. These high-end fashion brands had expert typographers develop their logotypes, not someone from 99 Designs, Fiverr, or UpWork. For instance, Balenciaga had Bureau Borsche (one of the GOATS) develop not only a fresh logotype, but an entire system along with a font family that drew inspiration from Paris metro station signage. So, although the outcome was simple to the uninitiated, their new logotype is baked with deeper meaning, and levels of important contextual references that create a ‘simple’, but captivating brand.
 We’re now in the wake of this ‘blanding era,’ and a lot of brands that followed along and had poorly considered logotypes created now all look the same. 
 They are trying to compete with one another in a world where the algorithm is king, and differentiation is the only way to be noticed.
 If your brand is made up of a simple logotype, we hope it has been expertly executed with personality and not just typed out in a typeface that was hot a few years ago.

 Is your brand bland?

Brand Identity System for German-based company Retro Solar. Retro Solar specialises in producing retroreflective blind slat systems with light-deflecting optics. These slats effectively redirect solar energy away from buildings, reducing heat and minimising reflections while providing natural light. This innovative technology enhances the microclimate in densely built urban areas.

When the team was gearing up to launch their product in the Australian market, they knew their existing identity wasn’t going to cut it with their target audience. But here’s the tricky part—the founder was deeply attached to the brand’s look and feel. We had to tread carefully while proposing a complete overhaul. This sparked a lot of debate, especially with cultural nuances and differing interpretations of key words. We adapted our approach, guiding the founder through every step of our thinking and decision-making process. It wasn’t easy, and we’re not going to sugarcoat it—it was a real challenge. But the end result? A sleek, timeless, and utilitarian identity for a company that was initially hesitant to embrace change. The full case study will be available on our website soon. #branding #technology #sustainability

Brand Identity System for German-based company Retro Solar. Retro Solar specialises in producing retroreflective blind slat systems with light-deflecting optics. These slats effectively redirect solar energy away from buildings, reducing heat and minimising reflections while providing natural light. This innovative technology enhances the microclimate in densely built urban areas.

When the team was gearing up to launch their product in the Australian market, they knew their existing identity wasn’t going to cut it with their target audience. But here’s the tricky part—the founder was deeply attached to the brand’s look and feel. We had to tread carefully while proposing a complete overhaul. This sparked a lot of debate, especially with cultural nuances and differing interpretations of key words. We adapted our approach, guiding the founder through every step of our thinking and decision-making process. It wasn’t easy, and we’re not going to sugarcoat it—it was a real challenge. But the end result? A sleek, timeless, and utilitarian identity for a company that was initially hesitant to embrace change. The full case study will be available on our website soon. #branding #technology #sustainability

🚧 Unqualified Leads 🚧 Stop wasting time on tire kickers or those just shopping around for the lowest price. Qualify your leads. An unqualified lead might stumble upon you via Google or hear about you from Joe Blow down at the pub. They haven’t seen your uber-cool website that’s perfectly positioned or checked out your curated Instagram feed. So, how do you pre-qualify a potential lead? Because we're a small team with limited resources, we prefer to schedule a call limited to 30 minutes. On this call, we flip the script—we’re not convincing potential leads to work with us. Instead, we diagnose the potential fit, and treat the call like a hiring interview. We typically ask five key questions; here’s the last one: 
 "Do you have this type of budget?" If you want to know the first four, comment with this emoji: 🔑. Once you’ve asked these five questions, you’ll have the information you need to determine if they meet the minimum requirements to work with you. Simples.


⏳ It’s Already Too Late. ⌛ It’s 100 days until Christmas—yes, holy hell is correct. 😱
 For some of you, and this might sound harsh, it’s already too late to achieve that big goal this year. It’s a bitter pill to swallow, but instead of flooring the gas and spinning your wheels on tasks that won’t really move the needle, why not switch gears for these last two quarters? Do fewer things, better. Consider shifting your focus to planning for 2025. Focus your energy on the one action or task that will truly move the needle (gets you closer to your goals.) Sometimes you need to slow down to go fast, As Dominic Toretto says, “It’s not about being fast, it’s about being furious.” 
 Do you keep kicking the can down the road on evolving and refreshing your brand, or putting off that bespoke head-turning website because it feels too overwhelming? Picture this: it’s the end of 2025, and you’re looking back on the year. What would make you feel genuinely satisfied with your progress? 🤔 The first step in transforming your brand is acknowledging that it needs help or has untapped potential. If you recognize this and would like help to start planning your next big move, we’re here to help. We still have a few spots left for Q4, so hit us up for a no-obligation strategy call—or shoot us an email anytime. Our inbox is open 24/7, just like Dom’s family BBQs. 📩✨

💪 The A-Team 💪 A big project lands on your desk, and it’s clear you can’t tackle it alone. To ensure its success, specialists in their fields are essential. You gather a team of trusted collaborators, but here's the challenge: you all operate independently. Should you consolidate under one company for simplicity, or embrace a collaborative, A-Team-style approach? Recently, we faced this conundrum. Some clients understand the benefits of a diverse cohort, while others find it perplexing, likely due to previous experiences with agencies that create the perception that they have all capabilities in-house—yet, clearly do not.
 Personally, I favour the consortium model because:
 A. It offers clients ongoing access to any team member in the future.
 B. The best team for the job can be assembled, consisting of the most suitable experts in their respective fields, unlike agencies often hampered by internal capabilities.

 C. It removes excessive management layers, allowing the client to speak directly to the person doing the work. No layers between client and designer simplify the process and foster transformative results by deepening understanding and revealing opportunities for impact. Have you encountered this dilemma? If so, I’d love to hear how you handled it.

📸 Just a few portrait sessions left for tomorrow (27th) Secure your spot ↓ https://lnkd.in/gWmyyPWY 🎥  Big thanks to Andrew Panton for the BTS video! 📍The Commons