For The People

What For The People does

For The People is a privately held, Australia-based brand strategy and design agency founded in 2015 and headquartered in Chippendale, with additional offices across Sydney, Melbourne, Fremantle, Los Angeles, Seattle, and Queenstown. The firm operates on a four-pillar service model — Strategy, Storytelling, Design, and Expression — underpinned by its proprietary 'Five Principles of Better Branding' framework (GUTs, Mind, Heart, Soul, Body), and delivers end-to-end brand engagements including brand narrative, architecture, naming, visual identity, motion, typography, voice, and place branding. Customers are acquired through direct, consultative engagement and senior-led new-business contacts (Brittanie Hill, James Cooper), with no disclosed reseller or productized distribution channels.

The agency's client base spans nonprofits (IDSA, WAGEC, Theatre Royal), cultural institutions (City of Launceston, Meander Valley Council, Blue Mountains, Tech Central), technology firms (Mux, U Group, Equator), and large enterprise and government clients (NSW Government, Time Malaysia). Pricing is project-based with comprehensive brand kits starting at approximately $190K AUD, full engagements typically running 2–3 months, and place-branding projects often exceeding six months. The firm emphasizes partnership-style client relationships, remote-first operations, and explicit sector exclusions (arms, gambling, mining, tobacco), and it sustains demand primarily through industry awards (D&AD, AGDA, Transform Awards ANZ, Good Design Awards), earned media, and a Substack newsletter.

Name

For The People

Legal name

For The People

Website

https://forthepeople.agency

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

For The People is a privately held Australian brand strategy and design agency serving nonprofits, technology firms, cultural institutions, and government clients globally through strategy, storytelling, design, and expression services delivered via direct consultative engagements.

Ownership category

akta.pro rank

Product category

Brand Consulting Services

NAICS

Advertising Agencies (54181), Advertising Agencies (541810), Advertising, Public Relations, and Related Services (5418), Graphic Design Services (54143), Graphic Design Services (541430)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Creative Concepting & Campaign Development (BPAFAEAD)

akta.pro secondary industries

Packaging & Brand Identity Creative Agencies (MPAAAAAN), Naming & Verbal Identity (Taglines, Messaging) (MPAAAEAB), Digital Creative & Experience Design Agencies (Web/App/UX) (MPAAAAAD), Environmental & Experiential Brand Design (Retail/Exhibit/Signage) (MPAAAEAG), Naming & Verbal Identity (BPAFAEAB)

Keywords

• Brand strategy services
• Visual identity design
• Brand storytelling
• Place branding
• Brand architecture

Headquarters

HQ city

Chippendale

HQ country

Australia

HQ region

Oceania

Offices6 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Brand Consulting and Strategy Services: Full-service brand development engagements including brand narrative, platform development, vision and purpose work, naming, and brand architecture. Comprehensive projects start at $190K AUD for the full brand kit. Smaller focused projects (e.g., naming alone) take weeks while full brand projects run 2-3 months. Extended place branding projects can exceed six months.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

For The People is a creative branding agency that delivers brand strategy, storytelling, visual identity design, and brand expression services through collaborative client engagements. The agency provides end-to-end brand development including brand narrative, platform, naming, architecture, visual identity, motion design, brand voice, custom typography, packaging, and launch execution, organized around a proprietary four-pillar methodology.

Product overview

For The People is a brand strategy and design agency offering a comprehensive suite of branding services organized around four foundational pillars: Strategy, Storytelling, Design, and Expression. Their core service offerings include brand strategy development (narrative, platform, naming, architecture), storytelling (brand voice, copywriting, messaging), visual and digital design (identity, motion, typography, interfaces), and brand expression (launches, content, packaging, environments). The agency specializes in serving not-for-profits, tech companies, cultural institutions, and place brands, working across diverse sectors including government, healthcare, hospitality, and sustainability. Projects are delivered through collaborative engagements typically spanning two to three months for full brand development, with comprehensive brand packages starting at $190K AUD.

Differentiator

Problem solved

Functional benefit

Products and services

• Brand Strategy Services Strategic consulting services including brand narrative, platform development, brand vision and purpose, organizational purpose, mission and values, brand architecture, and naming. Targeted at organizations seeking to clarify positioning and foundational brand intent.
• Storytelling Services Brand voice development, language frameworks, messaging principles, script and campaign writing, copywriting, and storytelling-as-a-service offerings for organizations building verbal identity and narrative systems.
• Brand Design Services Visual identity design, motion design and behaviour, illustration and photography, digital interface and interaction design, typography (including custom typefaces), art direction, and brand guidelines development for organizations needing visual identity systems.
• Brand Expression Services Brand launch execution, digital content creation, artwork and handover, campaign design, generators and creative coding, packaging systems, and environment and space design for activating and operationalizing brand systems post-strategy.

Quantifiable outcome

• $250M USD added to market cap for Time Malaysia following brand revitalisation
• +5 more outcomes

Named customers15 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators6 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Pentagram: Largest independent design consultancy, structured as a partnership of principals. Directly comparable model: brand identity, naming, visual systems, and storytelling delivered through small senior-led teams with a similar no-growth-via-acquisition philosophy.
• &Walsh: Boutique brand and design studio led by Jessica Walsh, offering identity, motion, and brand strategy. Closely mirrors For The People's senior-led creative model, cross-sector scope, and emphasis on craft-driven, award-recognized work.
• Manual: Independent brand and design agency focused on identity systems, brand strategy, and digital experience for mission-driven and tech-forward clients. Highly comparable on positioning, project economics, and emphasis on storytelling and brand voice.
• Mast: Brooklyn-based brand design studio serving tech, cultural, and consumer clients with strategy, identity, and motion. Directly comparable on boutique scale, cross-sector portfolio, and reliance on craft awards for visibility.
• Mucca: Independent creative agency specializing in branding, naming, typography, and packaging. Comparable on craft-led identity work, custom typeface development (similar to Sans of Time for Time Malaysia), and SMB-to-mid-market client mix.
• Saffron Brand Consultants: Independent brand strategy consultancy serving global enterprises on purpose, architecture, and identity. Comparable on strategy-first positioning, cross-sector portfolio, and emphasis on measurable brand outcomes.

Broad incumbents

• Landor & Fitch: Global brand consulting and design firm within WPP, offering brand strategy, identity, and architecture at enterprise scale. Overlaps on masterbrand work (e.g., comparable to NSW Government engagement) but competes via scale and network reach rather than boutique partnership.
• Interbrand: Global brand consultancy with heritage in brand valuation, strategy, and identity systems. Competes on enterprise masterbrand mandates similar to NSW Government scope but operates with significantly larger headcount and integrated research capabilities.

Regional players

• Reactor: Australian brand strategy and design agency with comparable vertical mix across government, cultural, and commercial clients. Direct geographic overlap in Australia, competing for similar local place-branding and SMB mandates.
• A Friend of Mine: Melbourne-based independent design studio focused on identity and brand systems for cultural, commercial, and not-for-profit clients. Comparable on boutique Australian model, craft emphasis, and cultural/non-profit sector expertise.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInau.linkedin.com/company/for-the-people-agency
• Instagraminstagram.com/forthepeople.agency/?hl=en
• Xx.com/ForThePeopleAu

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about For The People