Benchmark Consolidated is an investment and holdings entity with a growing portfolio of Australian hospitality ventures—each driven by big thinking, bold leadership and global ambition.
From the outset, we knew Benchmark needed to reflect the clarity and conviction of the businesses it backs—quietly confident, deliberate, and focused. Onetoo was brought in to craft a refined brand identity that would set a tone for the future, while grounding the business in trust and professionalism.
Drawing on the brand’s name and philosophy, we developed an identity rooted in precision and balance. The typographic wordmark, set in TT Commons, features extended character forms, creating an intentional, yet integrated visual motif articulating the brand’s core idea: establishing a new benchmark—setting a new standard.
The extended design system is minimal but expressive. Centred layouts and generous negative space allow the brand to breathe, while a muted, high-contrast palette creates space for content and photography to shine. The result is a visual identity that’s understated and elevated—giving presence without overstatement.
Across print, we extended the identity through a suite of essential stationery, including embossed business cards, envelopes and letterheads. These tactile details reinforce the brand’s sense of care, refinement and considered execution.
Digitally, we introduced contrast through layout and movement. Playing with tension and release, the digital experience leverages a complex, yet restrained composition to guide users through key concepts. The interplay of structure and motion leaves a lasting impression—calm, confident and quietly compelling.
The final identity is simple, deliberate and thoughtfully constructed—designed to grow with the brand and reflect its values at every touchpoint. A new benchmark, set with intention.
CREDIT
- Agency/Creative: Onetoo
- Article Title: A Refined, Confident Identity for Benchmark Consolidated, Built in Partnership with Onetoo
- Organisation/Entity: Agency
- Project Type: Identity
- Project Status: Published
- Agency/Creative Country: Australia
- Agency/Creative City: Melbourne
- Market Region: Oceania
- Project Deliverables: Art Direction, Brand Identity, Brand Mark, Creative Direction, Identity System, Logo Design
- Industry: Financial
- Keywords: investment branding, hospitality investment, brand identity, refined branding, corporate branding, minimalist design, ONETOO, Benchmark Consolidated, visual identity, branding agency, brand design, type-driven identity, business branding, professional branding, TT Commons, design for investment firms, brand strategy, identity system, stationery design, digital brand experience, brand typography, Australian investment firm, brand case study, design system, motion design, contemporary branding, branding for finance, hospitality startups, global brand identity
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Credits:
Creative Director: Marcel McCarthy
Brand Lead / Designer: Adam Fitness
