Equipping organisations to achieve the edge of influence
Shape and influence the perceptions of your brand with veteran-led intelligence and creative solutions
You need the trust and loyalty of your community
Many duty-driven leaders and managers will struggle to position their brand in the hearts and minds of their audience to secure deep and enduring commitment. You have a solid business strategy and the resources to get started — but no one will remember your name.
Your brand — our veteran-led expertise
A name that commands respect and authority within your industry
A share sense of belonging and camaraderie
An audience that hangs off your every word
The loyal customer base who recommends you to all their colleagues
The community who defends you when bad press comes your way
80%
of businesses, especially in the Defence Industry lack significant brand awareness and little to no brand equity
Crisis of knowledge
You lack clarity into how people perceive you and what drives brand success. Your efforts feel unfocussed and ineffective.
Crisis of direction
You don’t know what you stand for and what makes you unique. A lack of strategy bleeds out into a lack of direction.
Crisis of identity
You can’t express who you are if you don’t know who you are. There is dissonance between how you want to show up in the world and how people perceive you.
Crisis of experience
What you create and deliver fails to deeply connect with your community. You miss out on opportunities to leave a lasting impression.
Three pillars of Creative Operations
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Intelligence-driven brands have a decisive advantage. Making sense of where you play and who you’re targeting to outmanoeuvre competitors. We break down the logical links, ensuring you see the forest for the trees. Because clarity for leadership is paramount to us— when you’re clear, you’re confident.
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Positioning sits directly below business strategy. It defines the company’s point of difference and who it wants to become. We know that, too often, the strategy process can become a self-licking ice cream*. In every interaction, we’re not afraid to bring our veteran-led expertise to the table to ensure your brand is radically differentiated.
Self-licking ice cream (noun):
A self-serving process or system that exists solely to sustain itself, often without providing meaningful value or purpose to others. Example: The project became a self-licking ice cream, admired by its leadership but irrelevant to its customers.
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Branding is where the strategy is activated. The company comes alive through visuals, messaging, culture and actions. You know that feeling of seeing a before-and-after photo— where the transformation is undeniable, we strive to tangibly shift perceptions and evoke profound emotions across the entire brand experience.
Selected work
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Market research, audience segmentation, competitor analysis, positioning assessment
GUARDLINE™
In early 2024, with DUG Technologies, we led a Brandscape Intelligence initiative to explore opportunities for launching a Defence-specific sub-brand, introducing secure and future-proofed attributes into the industries ageing data processing capabilities.
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Ideation workshops, problem statement, value proposition, proof points, positioning and association framework
INFORMATION STORYTELLING
We have a long-standing partnership with this independently-owned design firm. In 2025, we repositioned the brand with the goal of owning a new category in Australia that combined visual languages with knowledge exploration to create and own a ew category — information storytelling.
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C-suite sessions, brand architecture, asset rollout and reviewing performance metrics
SILA™
From 2023-2024, we provided regular consulting for this engineering brand. We worked closely with the executive team to ensure the brand showed up consistently — reshaping industry expectations of longevity and reliability. Our approach fostered a unique balance of creativity and pragmatism.
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Narrative & character development, concept design, rebranding of signature assets and style guidelines
EVOLVE CAPABILITIES™
We first worked with this Canberra based Defence Consultancy to bridge the gap between how they wanted to be perceived and how they show up in the world that differs from industry stereotypes: human-centric and quirky. After getting to know the brand, we redesigned their identity system to inspire their workforce.
Who we’ve worked with in Defence Industry and beyond.
HINTER Offers:
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Capture a snapshot of your current brand associations and how people perceive you with Brandscape Characterisation:
Market Research: Define the target audiences including their motivations, needs and pain points. Map competitor brands and identify opportunities that fuel brand growth.
Perceptual Audit: Understand how core audiences think and feel about your brand, from the words and images they associate with you to the experiences that influence their sentiment.
Strategic Assessment: Benchmark uniqueness and reputation with an assessment of your current position and branding effectiveness.
Recommendations: Clear, actionable insights that can be implemented today.
Delivered as a formatted PDF.
Starts from $7,500 + GST.
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Establish a unique, defensible position in the market with our Positioning Strategy services:
Frame of Reference: Narrow in on where you want your brand to be perceived, giving context and guiding purposeful decisions through a unique point of view.
Value Proposition: Define the tangible benefits, type of relationship and role you want your brand to play in your communities lives.
Proof Points: Explore your brand from all angles to identify something distinctive that connects with the brand’s audience.
Positioning Framework: Carefully curate a set of associations that distills and clarifies your position in the market as it relates to the competition.
Delivered as a detailed PDF.
Starts from $4,990 + GST.
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Fortify your brand positioning with an identity that bridges the gap between what you stand for and how people perceive you:
Brand Personality: Characterise the traits, behaviours, tone of voice and look that expresses who you are.
Asset Design: Create the elements that reinforce and contain brand recognition and equity such as names, taglines, logos and imagery.
Example Applications: Visualise your brand in action with examples that showcase your new identity in the real world.
Delivered as a polished PDF and digital files for seamless application and alignment.
Starts from $9,990 + GST
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Once your identity is established, our Brand Consultancy service ensures that your positioning remains strong, defensible, and seamlessly integrated across all touchpoints.
Customer & Stakeholder Alignment: Ensure internal teams, partners, and key stakeholders are aligned on how to represent your brand.
Intelligence Monitoring: Track shifts in industry trends, competitor activity, and audience sentiment to keep your brand sharp and adaptive.
Guidelines & Governance: Provide clear rules and resources for maintaining consistency and brand integrity.
Delivered as a polished PDF, quarterly reports or hourly-based sessions—whichever best supports your needs.
Starts from $150/hr + GST
Divergent thinking, intelligent impact
HINTER’s story begins at the crossroads of creativity and service.
In fields often cloaked in secrecy, such as the Defence Industry, there is untapped opportunity to leverage your brand power — to shape and influence how our society understands and supports our national security goals.
With roots in both the arts and defence, we bring a unique perspective to the table. As a veteran-owned agency, our mission is clear: architect powerful platforms of impact through branding, inspiring their communities to rally around a shared vision of safety and prosperity.
Amplify your impact, today
At HINTER, we understand your struggles because we’ve walked it too. Work with us to transform your brand into a powerful platform of influence.