Designate

What Designate does

Designate is a Sydney-based brand and corporate communications agency founded in 1992, serving ASX-listed companies and large Australian organisations. The firm operates across five integrated service lines: Brand Identity (strategy, positioning, visual identity, brand architecture), Investor Communications (annual reports, integrated reports, AGM materials, investor websites), Sustainability (ESG advisory, materiality assessments, GRI/SASB/TCFD/IIRC framework reporting), Digital (corporate websites, reporting microsites, investor centres with headless CMS architecture), and Employee Engagement (employer brand, internal campaigns, EVP development).

The company's proprietary assets include the Investor Brand Index (IBX), a research tool benchmarking brand strength across the ASX 200, and OMNIE, a virtual investor engagement platform for webcasts and stakeholder communications. Designate operates a project-based and retainer professional services model, delivering bespoke engagements rather than SaaS products. Client acquisition is relationship-driven, targeting senior leadership, investor relations teams, and marketing executives at ASX 100/200 enterprises.

In December 2023, Designate was acquired by Morrow Sodali, and as of 15 July 2024 the combined entity rebranded as Sodali & Co, unifying 11 businesses into a global advisory firm spanning governance, shareholder services, sustainability, and corporate communications. Designate continues to operate from Sydney with a team of 11-50 employees under the parent platform.

Name

Designate

Legal name

Designate

Website

https://designate.com.au

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

11–50 employees

Short description

Designate is a Sydney-based brand and corporate communications agency founded in 1992, serving ASX-listed companies with brand identity, investor communications, sustainability reporting, digital, and employee engagement services. Now part of Sodali & Co following a 2023 acquisition.

Ownership category

akta.pro rank

NAICS

Public Relations Agencies (541820), Graphic Design Services (541430)

SIC

Services-Management Services (8741), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro industry

PRIMARYMPAAAEAB

Naming & Verbal Identity (Taglines, Messaging)

Media, Entertainment & Sports/Advertising, Marketing & PR Services/Branding & Design (Brand Strategy, Graphic/Packaging)

SECONDARYBPAFAEAI

Brand Experience (BX) & Service Design

Business & Public Services/Marketing, Advertising & PR Services/Brand Strategy & Creative Services

Keywords

• Brand communications
• Investor communications
• Sustainability reporting
• Corporate branding
• Digital experiences

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Brand and Communications Services: Designate generates revenue by providing brand identity, investor communications, sustainability reporting, digital solutions, and employee engagement services to listed companies and large organisations on a project and retainer basis.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Designate is a brand and communications agency delivering five integrated service lines to ASX-listed companies and large Australian organisations: Brand Identity, Investor Communications, Sustainability reporting, Digital experiences, and Employee Engagement. Services are delivered as bespoke consulting and creative engagements on a project or retainer basis, complemented by a proprietary Investor Brand Index (IBX) research product and the OMNIE virtual investor engagement platform.

Product overview

Designate is a brand and communications agency offering five integrated service lines — Brand Identity, Investor Communications, Sustainability, Digital, and Employee Engagement — delivered as bespoke consulting and creative engagements rather than a SaaS platform. The agency's offerings also include a proprietary research product, the Investor Brand Index (IBX), which measures investor brand strength across the ASX 200. A virtual investor engagement solution called OMNIE supplements the digital service line. Designate's services are project-based and tailored to each client's needs, spanning brand strategy, annual/integrated reporting, sustainability reporting, website development, and internal communications campaigns.

Differentiator

Problem solved

Functional benefit

Brands

• IBX (Investor Brand Index): The Investor Brand Index measures the strength of listed brands across the ASX 200.

Quantifiable outcome

• IBX measures brand strength of listed brands across the ASX 200

Named customers15 records

Segments3 records

Ideal customer profiles2 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Morrow SodaliflagshipStrategic or Co-development Partner · 1 December 2023In December 2023, Designate joined the Morrow Sodali family. As of 15 July 2024, the combined entity launched as Sodali & Co, a world-class advisory firm unifying 11 businesses. This merger integrates Designate's brand and communications capabilities with Morrow Sodali's broader advisory, governance, and sustainability services.

Scale indicators2 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• SEC Newgate: Australian communications and public affairs group (formed via merger of WE Buchan and Newgate Communications) offering corporate communications, investor relations, public affairs, and brand strategy to ASX-listed and large enterprises — directly overlapping with Designate's investor communications and brand identity practices.
• SenateSHJ: Specialist Australian corporate and financial communications consultancy serving ASX-listed companies with investor relations, annual reporting, sustainability, and brand work — a closely comparable niche peer in the same ASX 200 reporting cycle.
• Sefiani Communications: Sydney-based corporate communications and public affairs agency serving ASX-listed and large Australian organisations across investor relations, media, ESG, and brand work — a comparable boutique competitor in the same domestic niche.
• Iconic Media: Australian corporate reporting and communications agency producing annual reports, integrated reports, sustainability reports and corporate communications for ASX-listed issuers — directly comparable service offering for reporting-cycle revenue.
• Pollinate: Australian integrated brand and communications agency with strong investor communications and reporting capabilities for ASX-listed clients, including annual and sustainability reporting — overlaps Designate across brand identity, digital, and investor comms.

Broad incumbents

• Brunswick Group: Global advisory firm focused on critical issues and stakeholder communications, including investor relations, M&A communications, and ESG advisory for listed companies — a broader-scope incumbent competing for the same ASX 200 mandates at greater scale.
• FTI Consulting (Strategic Communications): Global advisory firm with a strategic communications segment covering investor relations, corporate communications, and ESG advisory for listed and large private clients — competes for the same ASX 200 IR and reporting engagements from a much larger platform.
• Edelman Australia: Global communications marketing firm's Australian operation serving listed corporates with corporate communications, brand, and ESG advisory — competes for enterprise mandates with broader resources and geographic reach than Designate.
• Ogilvy PR Australia: Network-owned PR and communications agency in Australia offering corporate communications, change management, and brand work to listed and large enterprises — competes for shared enterprise budgets and rebrand engagements.

Others

• Sodali & Co (parent): Global advisory firm formed in July 2024 unifying 11 businesses including Designate; provides governance, proxy solicitation, M&A advisory, and ESG services — relevant as the acquirer and now-parent platform shaping Designate's go-to-market and cross-sell potential.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/designategroup
• LinkedInlinkedin.com/company/designate-group
• Facebookfacebook.com/DesignateGroup

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

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 Designate