Most business owners never set out to build a brand.

They set out to solve a problem and serve customers well, and the brand happened along the way, sometimes quickly or cheaply. If yours is now telling a different story from the business you’ve built, you’re in the right place.

You’ll notice we told you about your business before we told you about ours. That’s deliberate. It’s how we tell every story: purpose first, then process, then products, and the 'about us' last, as the proof.

Your business has a story to tell, but your logo’s been telling a different one. Evocative is a Brisbane brand design studio. We start with a two-hour conversation to find the true story, then write and design it—words, name, logo, website—so you, your team and your customers all know the story. Your story, drawn true.

Evocative has been designing brands for Australian businesses for over a decade. Director Ben Johnston holds an honours degree specialising in brand design and has more than 20 years of experience across commercial design, advertising and in-house marketing communications. He writes the words, creates the logos, draws the illustrations, and designs the brand identities. Evocative is also an Oncord agency partner, so the website gets built and looked after by the same studio that designs the brand.

More than 30 organisations have been through the process—national industry associations, cybersecurity and IT firms, ecological restoration businesses, health practitioners and hospitality operators—and most of those logos are still in use. Those organisations have almost nothing in common except the thing that brought them in: a business that had quietly got better than the story it was telling.

Evocative: bringing powerful images and feelings to mind.

Let's create a brand design together  

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Ben Johnston
Director + Brand Designer

As a kid, Ben drew logos on his Matchbox® cars and pored over the Qantas® kangaroo on every truck, plane, serviette and piece of plastic cutlery on the way to visit family. It’s been an obsession ever since.

That obsession became an honours degree in design, majoring in brand design, in 2003, and more than 20 years across boutique design studios, a major advertising agency and in-house design and marketing roles.

What that means for you: the person who hears your story in the Insight Session is the person who writes it and draws it. No account manager, no handover, nothing lost in translation.

Evocative began as a side business in 2011. It got serious in 2016 ... the same week Ben started an Edgeware micro-business course he also found out he was going to be a dad, and it became his full-time business in 2018. It’s still run the way it began: hands-on, direct, and personal. 'I believe the work we do with clients on their brand design should be exciting, challenging and meaningful.'