Collingwood, Melbourne
A branding agency in Collingwood, building identities that hold up.
Strategy-first brand work for Melbourne businesses. Identity systems, guidelines, packaging, and applications that flex across years and formats, all made in-house on Rokeby Street.
Brand strategy and identity
Strategy first. Identity second. Made to ship.
A Collingwood branding studio that ships systems, not just logos.
Lucky Boy is a branding studio on Rokeby Street, Collingwood. We do brand work the long way round: strategy workshop first, positioning and audience locked, then identity system, then applications. The order matters because the order is the difference between a brand that holds up and a brand that falls apart inside a year.
Most of our clients come to us when their existing identity has stopped pulling its weight, or when they are launching something new and want to do it properly the first time. We publish our pricing on /branding-packages, so you can sense-check us against any Melbourne studio before you book the call.
What's included
Six things a real branding project ships.
Strategy, identity, and the applications you actually ship. Anything less is a logo with optimism attached.
- 01Brand strategyWorkshop, positioning, audience, voice, competitive frame. Locked before we open Figma.
- 02Identity systemLogo system, secondary marks, palette, typography, motion cues. Built to flex across years and formats.
- 03Brand guidelinesA working guidelines doc your team can actually use. Not a 200-page PDF that gets ignored.
- 04Packaging and printMenus, packaging, signage, vehicle livery, EDM templates, brochures. Designed for the medium it lives in.
- 05Photography directionPhoto direction, shoot styling, and post-production grade so the brand stays consistent across visual touchpoints.
- 06Applications and rolloutStationery, social kit, decks, trade stands, livery. We design the artefacts, you go to market.
Recent brand work
Brands built in the Collingwood studio.
Why Collingwood
A branding studio where the brand actually gets made.
Our studio is on Rokeby Street, Collingwood. Design, photography, video, and strategy all live in the same room. That matters more for brand work than for any other discipline, because brand is what holds the work together across formats, and stitched-together vendor relationships are how brands fall apart.
When the photographer who shoots the lookbook, the designer who builds the identity, and the writer who finds the voice are all on the same team, the brand sings. When they are not, it does not.
How we start
From first call to first project, in three steps.
No long forms, no qualifying calls with someone who is not going to do the work. You speak directly with the team who will run your project.
01
A 30-minute scoping call.
You tell us what you are trying to move (a launch, a brand refresh, a revenue target). We tell you whether we are the right agency for it. If we are not, we tell you who is.
02
A fixed-fee proposal.
Inside a week you get a written scope with deliverables, timeline, and a fixed price. Nothing hourly, nothing surprise. If you want to swap something out, we re-scope before anyone signs anything.
03
Kickoff and ship.
Project work usually starts inside two weeks. Retainers start at the top of the following month. Your project lead is in the studio on Rokeby Street and you can call them directly.
Results
What the brand work has done.
5 stars on Google
Straight from the clients.
A few words from the people we work with.
What began as an initial social media management arrangement has grown and flourished into something far greater.
I don't know whether to be mad that you made me cry for three minutes or to be impressed that you've created something even more special than we imagined. It's absolutely beautiful, a truly special legacy.
I feel like the luckiest girl ever to have found Lucky Boy Agency at a pivotal point in my business. The team have rebranded our company with a fresh, modern, authentically 'us' look.
We recently worked with Karleigh and the team at Lucky Boy Agency on a shoot for Sommerstone Property Group, producing around 40 videos. We couldn't be happier with how it all came together.
Karleigh and Jake have been incredible bringing our brand to life. When we were searching for an agency, Karleigh took the time to understand our business, our goals, and put together a bespoke plan.
An absolute delight to work with Karleigh and the team at Lucky Boy Agency. Our TVC delivered on time and to budget. Nothing was too much trouble. Would definitely recommend.
We couldn't be happier with our experience working with Lucky Boy Agency. From start to finish, the team absolutely nailed it. The branding and website they created for us have been a total game-changer.
We recently used Lucky Boy for some videography and had an amazing experience from start to finish.
Karleigh and Jake are an amazing duo. I'm so happy we found each other. We have been working together for the past couple of years and they have helped the business grow a lot.
If I could give 10 stars I would. The Lucky Boy team are incredible and very professional. They took my website to a whole new level and created a hero video that is a true representation of my brand and is something I will cherish forever.
I've used Lucky Boy for a number of projects. They've always been quick to respond, they're easy going, and they exceed expectations. Few agencies tick all three boxes. I highly recommend them for video, social media, or content work.
They did a fantastic job helping us produce a short promo video for use on our website. The whole process was seamless and stress free for us.
Good to know
Branding, the questions buyers actually ask.
What does a branding project actually include?
A real branding project is three things, not one: strategy, an identity system, and a set of applications. Strategy is the workshop that locks positioning, audience, voice, and competitive frame. Identity is the visual system, logo, secondary marks, colour palette, typography, motion. Applications are the artefacts your business actually ships, stationery, signage, social, packaging, EDM templates, decks. Skip any one of the three and the work falls apart inside six months. Our Branding Package at $15,000 covers all three end-to-end. The Brand Starter at $5,000 is the visual-only tier for businesses that already know who they are.
How long does a Melbourne brand build take?
Brand Starter ships in 3 to 4 weeks. Full Branding Package, including strategy workshop, identity system, brand guidelines, and core applications, runs 8 to 12 weeks. Rebrand of an established business sits at the longer end because brand-equity transfer matters. Brand-and-website builds (the Custom tier) typically run 10 to 14 weeks because the site launches with the new identity, not before it. Timelines start from kickoff, not from the deposit.
Do you actually do brand strategy, or just visual design?
Strategy first, every project, no exceptions. We do not open Figma until positioning, audience, voice, and competitive frame are locked and signed off. Most agencies will tell you they do strategy and then deliver three logo concepts the same week. Ours starts with a workshop, a written positioning document, and a stakeholder sign-off before any visual design begins. The work that comes after only holds together because the strategy under it does.
What do I get at the end of a branding project?
Editable working files, locked logo files in every format (SVG, PNG, AI, EPS, PDF), a full brand guidelines document, an asset library of templates, and a Dropbox or Drive folder of everything organised so your team can actually find what they need. For full Branding Package projects you also get the core applications shipped, social kit, stationery, basic signage, EDM templates. Source files are yours, IP is yours, on final invoice. No subscription traps, no licensing fees.
Can you rebrand an existing business?
Yes. Rebrands need extra care because brand equity is at stake. We start with a brand audit: what to keep, what to evolve, what to retire. Then we design a transition plan so existing customers come along for the change rather than feeling abandoned. Established-business rebrands typically sit at the longer end of the timeline (12 weeks) and the higher end of the pricing range, because the strategy work is heavier and the rollout is more delicate.
How much does a Collingwood branding agency cost?
We publish our pricing, which most agencies don't. Brand Starter is $5,000 one-off and ships in 3 to 4 weeks (logo system, palette, type, simple guidelines). Branding Package is $15,000 one-off and ships in 8 to 12 weeks (full strategy, identity system, guidelines, applications). Custom scopes (brand-and-website builds, rebrands of established businesses, packaging-led projects) start at $25,000. Everything is fixed-fee against an agreed scope, paid in milestones, never hourly time and materials.
Do you do print as well as digital?
Yes. Plenty of agencies design brands that only work on a screen. We design for the medium the work actually lives in: menus, packaging, signage, vehicle livery, EDM templates, trade-stand collateral, decks, brochures, business cards. If your business runs on print, the brand has to print well, and we set up specs (CMYK builds, foil specs, pantone matches) so production runs don't surprise you.
Will I own the source files?
Yes. All working files (Figma, Illustrator, InDesign as relevant), all locked logo files in every format, the full brand guidelines document, and the asset library transfer to you on final invoice. The brand is yours, the source is yours, and you can take it to any agency or freelancer in the future without paying us for permission.
Do I really need brand guidelines?
Yes, but not the 200-page PDF kind that nobody reads. Our guidelines are working documents: logo usage rules, palette specs, type specs, photography direction, voice principles, and the application templates that show how the system actually flexes. The point is to give your internal team and any future agency or freelancer the rules they need to extend the brand without breaking it. The guidelines doc is included in every Branding Package project.
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