Well Creative specialises in logo design and brand design. Servicing businesses on the Mid North Coast of NSW, Forster, Taree, Port Macquarie and Kempsey.

We create brands that are simple, timeless, versatile and consumer focused.

“Your Marketing Strategy starts, ends, lives, and dies with your customer. So in the development of your Marketing Strategy, it is absolutely imperative that you forget about your dreams, forget about your visions, forget about your interests, forget about what you want- forget about everything but your customer! When it comes to marketing, what you want is unimportant. It’s what your customer wants that matters. And what your customer wants is probably significantly different from what you think he wants.”

Michael E. Gerber – The E Myth

Branding matters because:


Your customers are constantly evaluating where they are going to spend their money. How they perceive your business can make the difference between choosing your business or your competitors.

The same can be said for the products you sell. Customers buy from an emotional rather than a rational state of mind. They also make decisions from the superficial and they make them quickly.

If you were on holiday and just arrived in town, which juice bar would you be more likely to go to?

The one on the left might have better juice but how many customers will they miss out on?

We decide what we want to buy from emotion and how something looks.


Perception is reality.

If you have a professional corporate brand, A tidy business environment and matching signage and uniforms, customers will think you are a professional, organised and effective business.

Likewise, if nothing in your business environment matches or it is messy and run-down, you will also be perceived as that.

You may have excellent products and services that some customers have discovered by chance, bringing them back for repeat business, but how do you attract new customers through your door? What if a competitor opens just around the corner or launches a huge on-line presence?

Large corporations such as Woolworths, Optus and Apple take branding very seriously. We know this by how much they spend on branding and marketing every year. Of course you don’t have the resources to spend like they do, but you should still take branding seriously. Your business is likely to be much more fragile than the big guys, so can you afford not to?




Without establishing your brand first you are really putting the cart before the horse. this makes marketing your business much more difficult.

For the business that does not get their brand established first, it usually pans out something like this:

  • You need to get some signs done so you go to the sign manufacturer and their art department designs your sign.
  • You need business cards so the printer designs your cards.
  • You need a website so the web developer builds you a site.
Then nothing matches!

The colours are different, You have three different logos and many different fonts. It does not sit right and you wonder why it looks a bit haphazard. Now if you need to produce a brochure or a press ad, which logo do you use?

If this sounds like your business don’t panic! We can help you sort this out.

Once your brand is established marketing is much easier. You don’t have to choose fonts, colours, photos and design a logo every time. You just have to roll out what has already been established that appeals to your customer.



A brand is made up of the following elements


Logo principles

At Well Creative we have a strict approach to logo design. It comes from years of experience and seeing the problems that poorly designed logos cause.

There are three main principles behind good logo design.

  • 1. Simplicity/versatility.
  • 2. Timelessness.
  • 3. Appropriateness.

 Logo principle 1 – Simplicity & versatility

An effective logo should be able to work across a variety of mediums and applications.

  • It must be able to be scaled to any size.
  • The logo should be able to work both in horizontal and vertical formats.
  • Small details and fine lines are to be avoided. Likewise effects such as drop shadows and blending colours should not be used.

 Ask yourself, is a logo still effective if:

  • Printed in one colour?
  • Printed on something the size of a postage stamp?
  • Printed on something as large as a billboard?
  • Printed in reverse? (ie. light logo on dark background).

A simple logo design allows for easy recognition. This simplicity is achieved by strong shapes, limited typefaces and limited, flat colours. Simple logos are easily recognised and appeal to your customer.

We stick to these rules to ensure that your logo causes you no problems in the future. Just think: how are you going to produce a colour blend or fine detail if you need to monogram it onto a uniform? What if you want to cut a frosted vinyl sticker for your glass door? How do you print it on a promotional pen?

Logo principle 2 – Timelessness

Producing your logo and brand is an expense. Rolling it out over all your marketing collateral and digital media adds up. Let’s make sure you only have to do it once. Your logo should be timeless. A good logo should still be effective in 10, 20, even 50 years.

Trends come and go but where your brand identity is concerned, longevity is key.

 Logo principle 3 – Appropriateness

A logo should be appropriate for its intended purpose and have a strong customer focus. For example, if you are designing a logo for a children’s toys store, it would be appropriate to use a child-like font & colour scheme. This would not be appropriate for a law firm.

It is also important to state that a logo doesn’t always need to show what a business sells or offers as a service. For example, car logos don’t need to show cars, computer logos don’t need to show computers. A logo is purely for identification.

Five types of logos

Logo Type

Organisation name in a stylised type/font becomes the logo.

Literal Pictogram

An image or shape that is easily recognisable is used to represent your business.

Abstract Pictogram

An abstract shape or symbol. This has nothing to do with what your business is about, but simply acts as a recognition device.

Letter mark

Letters/initials from your business name are used to create a logo.


Organisation name enveloped by a pictorial element or shape.


A brand is more than a logo. It is also built around graphics or illustrations.

Take for example the ‘glass and a half’’ with Cadbury chocolate or the hammer icon for Bunnings Warehouse. The use of illustration is essential to your brand and allows you to incorporate additional visual tools that should be avoided in your logo. Illustrations give your brand visual pop and make it simple to roll out your marketing, while ensuring a consistent look.

Examples of illustration or graphic elements

Examples of how they are used to bring the brand together on a webpage


colour is one oF the fundamental things that attracts customers. When used consistently it reinforces your business identity. This is key to being recognised and remembered by your customers.

At Well Creative we make sure that the colours we choose for your brand are able to be accurately reproduced in all mediums. To do this we limit our colour choice from what can be reproduced using CMYK.

CMYK refers to the four inks used in standard colour printing: cyan, magenta, yellow, and key (black). By choosing a CMYK colour you:

  • Can reproduce in magazines and other publications
  • Print cost effectively
  • Reproduce on digital and laser printers.

All colours that are available within CMYK are also available in RGB which is the colour mode used for digital media.



Type is one of the most powerful devices you have to maintain brand consistency. It is the backbone that holds your brand together.

When selecting a typeface for your brand we consider the following:

  • Limiting the brand to two typefaces. Multiple fonts can create visual confusion.
  • A primary typeface for text. This should have at least three different weights (bold, regular and light) to allow a visual hierarchy for headings, subheadings and body copy. This font must be easy to read. We generally prefer to use a sans-serif font as this is easier to read on digital devices.
  • An additional typeface for major headlines or pull-outs. This can introduce contrast or fun, but should only be used sparingly.
  • The font must be a web open font format (WOFF). This enables us to use this on the web and other digital media.
  • The exception to the two font rule is if you are required to use a ‘system font’ for your email etc or are creating a vintage, eclectic or hipster look.


People respond emotionally to compelling photography. A well shot image can create a feeling of desire, envy and longing. This is why photography is one of the most important assets a brand can have.

A strong, cohesive look is achieved for the brand if the same style of images are used for all communication. Without images your marketing may look dry and lifeless.

At Well Creative we can organise and direct a photoshoot for you that has your customer in mind. Whether it is a product shot, fashion shoot, staff photos or photos of your business premises.

In addition to this, we can also put together a collection of stock images that can be equally effective.


Keeping it ‘on brand’ is repetitive but good for attracting customers.


Brand consistency is one of the most important pillars of what we do.

Keeping it consistent in every piece of communication builds on the last and gives your business a better chance of being recognised and remembered. Unfortunately for you and us as the designers, this can become repetitive or even boring. STICK WITH IT! From your customers point of view it is just starting to sink in by the time you are tired of it.



It is essential that you approach your brand as a business decision. It does not matter what you like, what your partner or friends like or even what the designer likes. What we want does not matter. It must work for your customer.

Consider these two brands for a moment.

If you were looking for a really nice place with atmosphere and wanted to try an authentic Italian pizza, which one would you choose?

Alternatively, if you were looking for something cheap, quick and familiar which one would you go for?

Both brands are good but both appeal to a different target market. A different customer. It does not matter if I like distressed type and earthy tones. If my business model is quick, inexpensive fast food franchised to the masses, I’d better go with the Domino’s look or I am likely to go broke!



It can be an exciting thing to start work on the visual identity for your business especially if you are a frustrated designer! The reality of branding and logos are that they rarely give you that wow moment.

Sometimes a brand might not be that attractive but it can be effective.

Take The Good Guys logo and cash register illustration. Do you love it? Do you need to catch your breath? Probably not. But it works. It is bold, clear, and screams cheap retail. I want to save, save, save and am attracted to it!

I thought I had good taste.



Brand for web

Available when combined with a website


  • 30 minute client meeting
  • One logo option
  • One colour palette selection
  • Two font selections

Branding Deluxe

When you like nice things


  • 60 minute client meeting
  • Two logo options
  • Two colour palette selections
  • Two font selections
  • Two sets of supporting graphics to strengthen the brand
  • Presentation of brand including required applications
  • Stock photo image library
Click on an above package inclusion to find out more information

Brand Guidelines

Available for both our Branding Essentials and Branding Deluxe packages, we can supply brand guidelines documentation.

This document outlines the following:

  • Logo overview
  • Logo exclusion zone
  • Correct logo placement
  • Incorrect logo use
  • Typography
  • Colour palette
  • Photo library

Document delivered as electronic file only. No round of corrections included. Additional correction billed at $125 per hour.

Price is $1100

Larger projects

We also specialise in larger projects. Our staff have produced branding projects for such clients as National Parks and Wildlife, Jumeirah Hotels Dubai, Midcoast Water and Great Lakes Tourism. In addition to what is outlined below we can:

  • Arrange custom photo shoots which include photography, production, scheduling, video, styling, hair and make-up
  • Signage guidelines. Documents that outline all signage specifications for larger organisations.

Price on application

Custom projects

We can arrange a custom project for you. We can add or remove from any of the below packages.

For example

  • You may already have your logo but need to have colours, fonts and supporting graphics
  • You have photography but just need branding and brand guidelines

Contact us for a quote that suits your needs