top of page



There is more to brand than making pretty pictures... much more.

Brand is all about how you face the world, the first and perhaps most important step in marketing. AD42's work in brand has involved working with many different clients, and there is no one set operation that covers it all. 


Our first step is to look into who you are, who you want to be, and then what does that look like. That means putting some stretch goals into place, while remaining honest with who you are today. 


Our work at Middletons a few years back bordered on the revolutionary, and while we loved the accolades (see below) what really mattered was the return to the bottom line and where it led the firm... ask us. 


‘A few years ago, Middletons adopted the simple slogan ‘straight talking’. The move was met with some internal resistance by those who felt that ‘straight talking’ was not sufficiently removed from the less flattering ‘fast talking’. Nonetheless, the slogan is an example of how a brand statement can be a simple, powerful statement of a firm’s culture and identity.


‘As pleasing as blandishments such as ‘excellence’ and ‘commitment to excellence’ must be, the Middletons approach sets a standard for the directness and simplicity which will serve a law firm well in the perennial pursuit of client engagement. You can bet this is one firm that won’t suffer the ignominy of not being able to recognise their own brand when [Ron] Pol comes to visit.’ 

Australasian Legal Business ISSUE 8.4 (April 2010)


There's no point going somewhere if you don't know where you are going. 

We excel in bringing strategy to life. Because we take the time to look and investigate, we know who you are, what you do and, importantly, where you want to be in 1, 5 and 10 years' time. We know you are more than just four walls and a list of services. 


Our approach is to use contractors rather than staff members, we find this gives us the flexibility to bring the right partners into a project because of what they bring to the table, not just because they sit at the table.


Clients include Blue Sky Financial Planning, Purple Hills, Castran Gilbert, Inner Circle and Aitken Partners.

bottom of page