Last Month is a creative agency based in Sydney and London crafting storytelling content that makes viewers stop scrolling and start paying attention.
Last Month is a creative agency based in Sydney and London crafting storytelling content that makes viewers stop scrolling and start paying attention.
Champions at their craft, they make brands shine bright in a sea of competitors reaching for the spotlight in an era of social media. Their co-founder and Creative Director, Killian, reached out to me for a design solution to propel them in their evolution as an international agency. I proposed a complete brand strategy and website package to solidify their identity, align internal understanding, and present their work with clarity and sophistication to attract new clients.
PROBLEM
Inconsistent Brand Communication
Last Month’s identity relied on a black-and-white colour palette and monospaced typography, aiming for minimalism. However, this approach left their branding feeling unfinished and unrefined, failing to reflect the quality of their client work. Messaging was also inconsistent, often perceived as filler content rather than compelling communication.
An Underwhelming Web Presence
Their website lacked the structure and finesse required to showcase their expertise effectively. Poor information hierarchy and a lack of user-centric design undermined their ability to attract and convert potential clients.
OPPORTUNITY
Polishing a Brand That Makes Other Brands Shine
With a growing team and a new location in London, Last Month needed a brand evolution to reflect the excellence of their work. By redefining their Brand DNA and aligning their leadership team, we developed a clear, cohesive identity that instills pride internally while building trust and desirability externally.
A Digital Presence That Drives Results
The website is the primary and critical tool to showcase their expertise and client work. By applying the refined Brand DNA in it's messaging and creating a user-friendly experience that highlights the scope of client work and clientele through strategical hiearchy, information architecture, layout, and visual style. The new website aims to inspire trust, engage audiences, and convert leads.
PROCESS
Understanding, Defining, & Conceptualising
To align Last Month’s leadership team and establish a clear direction for the brand, I utilized a modified 5-stage design-thinking approach. This involved weekly workshops and reviews to ensure collaboration and alignment at every stage. The process began with an in-depth Brand Strategy Workshop designed to challenge perceptions of the agency, uncover its core principles, and define its place in the market. Key steps included:
History, Mission, Vision, and Values: Unearthing what makes Last Month unique and aligning it with their aspirations.
Personality and Tone of Voice: Establishing a consistent and compelling narrative characteristics for their messaging and copywriting.
Competitor and Audience Analysis: Auditing their market position and identifying opportunities for differentiation against other content agencies.
Website and Brand Audit: Highlighting areas for improvement in their visual identity, messaging, and digital presence.
Brand Positioning: Defining their unique value proposition and taglines to resonate with both loyal and new customers.
Moodboarding & Ideation: Translating insights into visual inspiration, exploring color palettes, typography, and design elements across the Brand and Website.
The information gathered informed a Brand DNA document, which became the foundation for all subsequent decisions.
Prototyping, Building, & Refining
With the brand strategy and design direction locked in, I moved into the prototyping and execution phases. Over several weeks, I developed and refined the brand assets and website iteratively, ensuring alignment with Last Month’s goals and audience expectations. These phases involved:
Logo Design & Refinement: Evolving their existing logo into a more polished logotype and a mark that drives recognition.
Brand Style Guide: Documenting typography, colour palettes, and visual guidelines to maintain consistency across touchpoints.
Social Media Templates: Creating adaptable templates for ease-of-use internally and to enhance their digital presence.
User Journey & Sitemapping: Outlining the information architecture and navigational goals for users.
Wireframing & Figma Prototypes: Designing a user-centric website structure focused on showcasing content, social proofing, and lead acquisition.
Webflow Build: Bringing the website to life with an emphasis on smooth navigation, subtle interaction design, aesthetic cohesion, and optimized functionality.
Throughout this phase, regular feedback sessions with the leadership team ensured that every element aligned with their vision and elevated the quality of their brand.
CHALLENGES
& LEARNINGS
Managing Scope and Timelines
The project timeline stretched beyond initial estimates due to the scope of deliverables, particularly the website. This taught me to set clearer expectations and timelines with clients for future projects.
Aligning Leadership Perspectives
Navigating differing viewpoints within the leadership team required strong facilitation skills to mediate and align on shared solutions. This experience reinforced my ability to manage collaborative dynamics effectively in service of the project goal.
The revamped brand and website contributed to a significant increase in traffic and lead generation, allowing Last Month to secure new business opportunities.
Internal Alignment and Growth
The team’s new clarity and confidence in their brand identity supported their successful expansion to London, solidifying their presence in a competitive market.
