Weave turns Matt Jones’ story into business architecture

Independent creative agency Weave has launched a new personal brand for Matt Jones, keynote speaker, author and brand growth strategist. The work positions story as a form of business architecture, rather than only a communications skill.

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The platform will support Jones’ expanding work across speaking, writing, podcasting and advisory services. It follows more than a decade of collaboration between Jones and Weave across Australian brands.

Story as a growth tool

Jones’ career spans military intelligence, global politics and brand experience, including co-founding Four Pillars Gin. He has since advised brands and business leaders on using story to support growth, culture and customer connections.

Rather than begin with a visual identity, Weave focused on defining a position within the crowded advisory market. The agency framed story as a strategic discipline that can create clarity, shape decisions and inspire action.

The resulting platform rests on three ideas: story as a lens for clarity, an engine for growth and an instinctive human behaviour. Those ideas informed the brand narrative and its wider creative system.

A brand that ‘thought differently’

Daniel Cookson, executive creative director and co-founder at Weave, said the project was driven by strategy rather than visual trends. “For us, this wasn't about designing a personal brand that looked different, it was about creating one that thought differently.”

He added: “Every creative decision was grounded in a strategic idea about the role story plays in business today. The visual identity reflects the tension between seemingly opposing ideas like strategy and creativity and logic and emotion because that's where Matt does his best work.

“When your brand strategy is clear, the creative becomes a natural extension of the story you're telling.”

Where the identity will appear

The identity features a custom wordmark, signature colour palette and editorial grid system. Weave has applied the system across Jones’ broader creative ecosystem, including:

• Website
• Brand film and showreel
• Presentation and social templates
• Social channels
• The visual identity for Jones’ new podcast, StoryWork

Jones said the process challenged him to explain not only what he does, but what he believes. He said the resulting platform gives him room to develop the next stage of his business.

“I've spent years helping brands uncover the stories that define who they are and why they matter. Turning that lens on myself was unexpectedly challenging.

“Weave didn't just create an identity; they helped distil years of experience into a strategic point of view that genuinely reflects how I think and work. The result is a brand that gives me clarity, confidence, and a platform that can grow alongside the next chapter of my business.”