Designer Rice

Name: Designer Rice
Address: 20-40 Meagher Street, Chippendale, NSW, 2008, AU
Telephone: +61282076797

DESIGN FOR GOOD. We work with progressive companies, governments and not-for-profits to create purposeful brands and positive impact.

We help brands uncover their greater good, so they can connect more meaningfully to the communities they serve.

02/09/2025

2016 THROWBACK!

HYPOXI – Exercise Science for Everybody.
We’re not sure where the time went, but it’s now been 10 years since we rebranded Hypoxi in Australia – including strategy, messaging, brand system and roll out. It’s still a project we’re really proud of. Although there’s been some changes along the way, we’re glad to see HYPOXI studios are still going strong in 2026.

28/08/2025

JOHNNY BIGG SPRING FEVER

With sun shining and blue sky above, we were inspired to throwback to our 2023 spring campaign for the ever stylish Johnny Bigg brand. That springtime feeling is in the air!

 

14/05/2025

PURPOSE COMES BEFORE PERFORMANCE… (except in the dictionary).

Defining your brand purpose is at the heart of a well-crafted brand strategy. For brands to demand attention, inspire their audience and create long term sustainable value, they need a clear, authentic and relevant purpose. A crusade that serves their community in a positive way and gives reason for their behaviour and decision-making.

Here is one model we use to define a brand purpose. It’s a simplified version of the Ikigai model* – made relevant for brands. Try it out next time you’re work-shopping or writing a foundational brand strategy.

*Interesting fact: The original version of the Ikigai model was designed by Spanish Author, Andres Zuzunaga, in 2011 as a model for balance and purpose in life. In 2014, Marc Winn renamed it – after the Japanese concept for purpose, ‘Ikigai’. The name has stuck, however The Ikigai model is not a Japanese framework like the widely-spread narrative would have you believe.

10/02/2025

A few spreads from the 2029 NABERS Strategic Plan. The National Australian Built Environment Rating System (NABERS) has been a long standing client since we rebranded the organisation in 2019.

04/02/2025

BRAND BENEFITS
Knowing and defining what your brand offers your audience – both physically and emotionally – is a critical piece in any brand strategy. The Brand Benefit Ladder is a useful framework to research / workshop / articulate the functional and psychological benefits for your customer.

20/11/2024

TUHORSE - Engineered to Endure.

Tuhorse is an Australian-owned company providing reliable and affordable solar pumps – backed by local understanding and support since 2006. We were engaged to reposition their brand, redesign their identity and increase brand engagement. From qualitative research to brand strategy, identity design to brand communication, this was an enjoyable journey that allowed us to craft a relevant, authentic and aspirational brand for a sector we care about.

07/06/2024

Latest Work

ROCKET REHAB | Committed to comebacks

Workplace injury management and occupational rehabilitation has become big business. It is a corporatised, heavily regulated industry focused on shareholder value. Every injured person has been dealt a life-changing setback that is emotionally, physically, mentally challenging – whilst often being relegated to a number in a cookie cutter system.
This is why Rocket Rehab was launched – to ensure an injured person’s comeback is greater than the setback. The team to Rocket Rehab focus on the individual, helping each person recover, get back to work and ultimately discover more than they ever thought they were capable of. We were privileged to help redefine the strategy, narrative, identity and communication assets for Rocket Rehab. This was a fun journey that resulted in a different kind of brand for an industry that lacks differentiation. Huge thanks to Rocket Rehab team for the opportunity to collaborate.

Agency Team: Emelia Ferreira, Donna Creek and Brent Rice.

18/04/2024

Latest Work

WORK180 | Workplaces that work for you.

WORK180 are on a mission to ensure that every woman has the power of informed choice when making career decisions. They assess and benchmark employer policies, benefits and initiatives, so that all women can make more informed decisions about where they choose to work. It was a privilege to assist with the strategy, design and implementation of the new WORK180 brand being rolled out across the UK, US and Australia. Huge thanks to the team for the opportunity and the learnings.

Agency team: Emelia Ferreria, Donna Creek, Ludgero Filipe and Brent Rice.
Animation credit: Matthew Roberts
.filipe

19/01/2024

This one is particularly hard…

After 9 years of loyalty, hard work, leadership, friendship, collaboration, long lunches, work trips, boat parties and memes, my dear friend and colleague is embarking on a new life chapter. We’ve kicked many goals together and shared many amazing life experiences.

Now, Ludgero is off to France with his beautiful family, Jess and Tiago - to enjoy fine wine, cheese and the European sun (I’m sure that’s not all they’ll be doing but knowing him, they’re the parts he’ll enjoy the most). I could not have asked for a better partner in crime to have shared the Designer Rice journey with. I’m so excited for you Ludgero, but also sad (and a little envious).

You’ve been a huge part of Designer Rice, and I’ve enjoyed working side by side with you each day. You’ll be missed. I look forward to visiting soon and making you play tour guide.

Much love, Brent.

30/08/2023

Recent Work

MEDICINS LEGALE | Psychiatrist Recruitment Campaign

For more than 10 years, Medicins Legale has been providing evidence-based medical opinions the medico-legal industry. Medicins Legale champion ethical practices, and help navigate a complex process with a human approach. Due to an increase in mental ill-health post covid, more experienced voices in psychiatry were needed to assess patients and advise insurance companies on providing adequate support. We were engaged to help recruit more psychiatrists to the Medicins Legale roster. This was a highly targeted integrated campaign that included strategy, concept development, copywriting, design, campaign planning and campaign management.

Address

20-40 Meagher Street
Chippendale, NSW
2008

Telephone

+61282076797

Website

http://www.designerrice.com/

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