September 2018

What's in a wall?

This time last year we were enjoying the look of our new front wall and illuminated signage, which signalled the final part of our rebrand.

We received some great feedback and even a bit of free weeding from one passer-by who actually pulled over to take out some weeds that were detracting from the' vibe' - we thank you again!

Then, early one Sunday morning, I received a phone call informing me that a young 'P' plater had driven his car straight through our wall and that most of it had been knocked down.

The above photo was the sight that awaited me. The police had attended the scene and thankfully no one got injured. 

We swung into action and within a few days the insurance company had appointed a builder. We thought we would be up for a short interruption and then resume business as usual.

Reality bites and over six months later the wall was still not finished! During most of this time it closely resembled a bomb site. 

This experience gave us a great insight into the importance of brand maintenance.

We talk a lot about the value of branding consistently across all levels of engagement. We also discuss measuring a brand's worth and the value of regular reviews.

Having no control over the rebuild left us with an eventual six months of inconsistent branding and a literal hole in our brand that wasn't being maintained! 

Our feeling was that the collapsed wall was having a real negative effect on our brand and external feedback including comments such as; 'are you guys still there?', only added to our concern. 

We were, however, able to measure and review. With all our other brand communication unchanged, we were able to track the levels of engagement with new clients before, during and now after the brand disruption.

This showed a marked decrease in unsolicited enquiries over the six-month period of having a broken wall.

We are also happy to report that in the last six months since its re-instalment new enquiries have bounced back to significantly higher levels than before.

We see this as quantifiable evidence supporting the value of our signage and the presentation of our premises - both as important brand assets.

We like to look at this experience as an opportunity to learn more about the value of constant brand maintenance and the effectiveness of well branded signage.


A new book was recently published by author Gillian Lilleyman called 'Pioneer Daughter', affectionately known in our studio as 'Fanny's Diary'.

It is the edited interpretation of the diary of Frances Louisa Brockman, who diarised her life in the Margaret River region of WA from 1872 until 1905. It provides a unique perspective of rural farming life which intersects with many well-known historical characters of the region.

Gillian provides wonderful insights into events of the time that help give additional context to Fanny's entries. She has also done a fantastic job picture researching and selected a stunning series of images that illustrate the book.

This book has been a labour of love for Gillian, who has driven this project for the past 5 years.

We at Flametree have been with her on the last part of the journey, working with her to turn words and images into a beautifully presented hardbound coffee-table book.

We are all extremely pleased with the outcome and would like to thank Gillian for trusting us with Fanny's story, and also for having the drive to make it available and relevant to today's audience. 

This book is a 348 page, large format book which contains 70 illustrations. 


This week, we were pleased to launch History Council of Western Australia’s new website and e-newsletter.

The Council is a not- for-profit organisation which is the peak body representing history in Western Australia. 

Flametree was tasked to design a website for the Council that would be easy to update, have good SEO and have a broad range of appeal to existing members and help attract new users to the site.

The design needed to be aligned with a quarterly newsletter, which also required a complete design overhaul.

Both the site and newsletters contain large amounts of information which is regularly updated by various authors. All of this had to be done on a very tight budget. 

The final result is professional, clean and efficient – a good marriage of subject matter and contemporary communication media.

Both the website and e-newsletter are on mainstream, well supported platforms that are within the client’s control.

The client is very happy and the latest newsletter is just about to be sent.

The value of a well-constructed brand

It’s been over a decade since Martin Pierson Jones came to see us for advice on creating a brand and marketing strategy to promote the products of a fledgling microbrewery that almost nobody, including us, had ever heard of.

From its humble beginnings we began to build a brand strategy and visual style around what has become widely known as Matso’s Broome Brewery.

Matso’s is now recognised as a Broome icon and a well-known national beer brand.

The recent sale of the Matso’s brand to local brewers Gage Roads for a reported $14-16 million provided a benchmark for us on what an enduring idea can achieve in a relatively short time if it is well managed.

With a fiercely competitive market to break into, we decided to embrace Japanese Pearl Diver and Kimberley heritage imagery to give us an edge and a point of difference in all our brand architecture and marketing assets.

This is reflected in [almost] all things Matso’s to this day.

In conjunction with this, we transformed the small bar brewery into a shrine, to mirror the spirit that backed up the brand feel and gave the products a spiritual home. This added to the back story as we filled it with historical images and artefacts from the region’s rich, colourful and ethnically diverse past.

The Matso’s journey has been a very rewarding one for us as we navigated through the stages of growth and a sometimes challenging and changing landscape.

Our sights were always firmly fixed on maintaining the integrity of the brand itself.

“Stick to the plan guys,” has always been our mantra.

We are very proud of what we’ve achieved and delighted with the end result for our long standing clients, [and mates],The Pierson Jones family.

Reconciliation week

Each year Australia celebrates National Reconciliation Week. The week-long celebration builds on the respectful relationships shared by Aboriginal and Torres Strait Islander people and other Australians.

This year, the theme for National Reconciliation Week is “Don’t Keep History a Mystery”.

We were asked to design banners and final artwork for a huge out-of-door campaign to mark the event.

Flametree Creative completed this task in 2016 and were delighted when we were asked to do so again after the job went elsewhere in 2017.

We were very proud to see the banners flying in prominent locations all over Perth, including the Yagan Square digital tower.