Independent creative agency DesignStreet is celebrating 27 years in business with a brand refresh.
The boutique Sydney-based marketing agency, founded in 1998, has built a reputation on agility, quality and deep client partnerships.
“When lockdown hit, our decades of experience gave us an edge,” said Jonty Hardy, CEO of DesignStreet.
“Our tight-knit team of senior specialists and simple, agile way of working meant we could keep delivering great results for clients without missing a beat.”
Charting a bold creative future
DesignStreet has unveiled a redesigned logo and website that reflects the agency’s evolution and creative confidence.
Hardy said the refresh was inspired by the changes AI is bringing across industries worldwide.
“This rebrand signals our next chapter: we’re ready to charge forward into 2026 with momentum and intent,” he told Mediaweek.
“What we wanted to go out with is more of a future-focused tech look to conquer what’s happening with AI.
“The creative industry is getting a lot of pressure from AI and is going to go into what they’re calling a creative slop, where everything starts to look the same.”
Creative Intelligence by DesignStreet
DesignStreet has chosen to fuse technology with human creativity rather than be driven by it.
This approach enables the agency to deliver high-impact campaigns at speed for clients, including American Express, Nespresso and the NSW Government.
“We’ve come up with the word creative intelligence. Creative intelligence is almost taking AI and adding a human touch to lift the work to an even higher standard,” said Hardy.
“We’ve developed a SMART process – Strategy, Messaging, Agility, Results and Teamwork – that keeps every project focused and effective.”
A creative legacy built on family
Behind DesignStreet’s success is a father-and-son leadership team.
Graham Hardy remains hands-on in his craft as a copywriter and content strategist, while Jonty leads the business, client strategy and team operations.
“I’ve been working with my old man now for 12 years,” said Hardy.
“Not everyone can work so closely with family, but we’ve been able to make it work.
“Graham drives the storytelling, I focus on strategy and leadership and together with our creative director, Mick Lakin, we’ve built a team that moves fast and thinks smart.”