Helping businesses across Australia harness office technology to improve productivity, efficiency and growth.


Over the past 8 years, efex has grown from a regionally known print-supplier for small businesses to a national provider of managed IT services (including print) for regional and metropolitan centres.

The business came to BrandMatters seeking to evolve its intent behind a unified brand that would help it cut through in a cluttered market.

The business was growing strongly organically and via acquisition and required a refreshed brand that better reflected an entirely new intent.

This required a research led detailed understanding of their market, competitive context and customer drivers that would enable the business to evolve its future service provision and remain relevant in the minds of its target clients.


Our approach included internal and external qualitative and quantitative research, brand strategy and design development to better reflect the new strategy:

  • Desk research
  • Stakeholder depth interviews
  • Quantitative research
  • Brand positioning and narrative
  • Brand architecture recommendations
  • Tagline development
  • Logo and visual identity refresh
  • Brand guidelines
  • Marketing collateral treatments
  • Brand launch materials


The reinvigorated efex brand was launched successfully in July 2022, behind a renewed intent, positioning, and visual identity built out of deep research and insights.

The development of a clear and concise tagline – Smarter Tech for Ambitious Business – encapsulates everything the brand stands for and the way it delivers for clients.

The new brand has energised internal teams and clients alike, providing a sense of dynamism, consistency and impact for the business as it moves forward into an ambitious future.


“We engaged BrandMatters to develop a clear brand proposition that our people could understand, rally behind and importantly, deliver for clients. We worked collaboratively with the team on the finalisation of insightful research that helped us understand our market and clients, and then develop a positioning that would resonate with them as we evolved our business and offer. From there we identified a need to evolve our visual identity to better reflect this intent. Our new look and feel has impact and a real energy, designed to set us up for future success. In the end, a fantastic result for the brand and our people. BrandMatters truly understands our business, the brand now reflects our new strategy, and we couldn’t be happier with our refreshed brand!”

Marketing Director, efex