Product Innovation
Brand Strategy & Guardianship
Go-To-Market Plans
Marketing & Communications
Visual Identity
Brand & Product Naming
Copywriting
Concept Design & Finished Artwork
Glass Bottle & Structural Design
Physical Prototyping & 3D Visualisation
Sustainability Consulting
Product Sourcing
Key Visuals
ATL & BTL Assets
Photography & Video
3D Visualisations & Animation
Full-service Website Creation
Social Media Strategy & Assets
Hospitality Concept & Consulting
Venue Brand Identity
Experience Design & Branded Moments
Signage & Wayfinding Design
Merchandise
At Squad, innovation is more than a buzzword. Our specialised team delivers everything from insight-driven ideation to world-class design and seamless execution—building benchmark brands for over a decade. Whether you're a start-up taking your first leap forward or a scale-up chasing your next breakthrough, we’re here to unlock opportunities and make them real.
Research & Insights
Strategy & Innovation
Product Development Support
Branding & Design
Commercialisation
Go-To-Market Planning & Execution
Launching a new brand or expanding into new categories? We support specific innovation stages or provide end-to-end solutions, helping you get to market faster with less risk.
Solutions: Innovation and product strategy, concepts, new-to-world brand, new product range or extension, limited release.
The biggest wins often come from perfecting what you already have. We identify opportunities to optimise your current offer, from refining the positioning and packaging to enhancing functionality and appeal.
Solutions: Redesign, packaging and product adaptations, refresh brand story or product claims to drive reappraisal.
Sometimes, golden opportunities are right under your nose. We identify gaps, trends, and key innovation areas, ensuring you focus where it matters most—for maximum impact and returns.
Solutions: Category benchmarking, competitive analysis, trend spotting, white space mapping, and portfolio optimisation.
Great ideas only succeed with strong commercial rigour. We analyse the financial and operational viability of your innovation to ensure it’s not just desirable—but feasible.
Solutions: Market fit, financial and operational viability, operational and commercial models and infrastructure.
Shaping a brand’s position in the market is essential to remaining relevant in a world of constant flux. We define what sets you apart and keeps you distinct, ensuring you connect with the right audience.
Solutions: Category decode, consumer profiling, brand proposition, semiotic cues and coding, brand story and message hierarchy.
Aligning teams and stakeholders around a shared vision is crucial for innovation success. We capture clear, compelling narratives to unite and inspire your team.
Solutions: Vision and milestone mapping, stakeholder engagement, success roadmap.
From early concepts to final delivery, we provide hands-on support throughout the product development lifecycle, ensuring your vision becomes reality.
Solutions: Ingredients sourcing, manufacturer procurement and vetting, COGS advisory and management.
We develop powerful go-to-market strategies and pitch decks that sell your vision to retailers and investors.
Solutions: Key selling messaging and tools, integrated go-to-market launch plans, execution launch support.
Launching a new brand or expanding into new categories? We support specific innovation stages or provide end-to-end solutions, helping you get to market faster with less risk.
Solutions: Innovation and product strategy, concepts, new-to-world brand, new product range or extension, limited release.
The biggest wins often come from perfecting what you already have. We identify opportunities to optimise your current offer, from refining the positioning and packaging to enhancing functionality and appeal.
Solutions: Redesign, packaging and product adaptations, refresh brand story or product claims to drive reappraisal.
Sometimes, golden opportunities are right under your nose. We identify gaps, trends, and key innovation areas, ensuring you focus where it matters most—for maximum impact and returns.
Solutions: Category benchmarking, competitive analysis, trend spotting, white space mapping, and portfolio optimisation.
Great ideas only succeed with strong commercial rigour. We analyse the financial and operational viability of your innovation to ensure it’s not just desirable—but feasible.
Solutions: Market fit, financial and operational viability, operational and commercial models and infrastructure.
Shaping a brand’s position in the market is essential to remaining relevant in a world of constant flux. We define what sets you apart and keeps you distinct, ensuring you connect with the right audience.
Solutions: Category decode, consumer profiling, brand proposition, semiotic cues and coding, brand story and message hierarchy.
Aligning teams and stakeholders around a shared vision is crucial for innovation success. We capture clear, compelling narratives to unite and inspire your team.
Solutions: Vision and milestone mapping, stakeholder engagement, success roadmap.
From early concepts to final delivery, we provide hands-on support throughout the product development lifecycle, ensuring your vision becomes reality.
Solutions: Ingredients sourcing, manufacturer procurement and vetting, COGS advisory and management.
We develop powerful go-to-market strategies and pitch decks that sell your vision to retailers and investors.
Solutions: Key selling messaging and tools, integrated go-to-market launch plans, execution launch support.
Co-founder, Strategy & Partnerships
Co-founder and strategic lead at Squad, Terry has an intuitive gift for bringing the best talent together under a shared vision. A creative at heart, a natural connector, and a strategic mastermind with 20 years of B2B and consumer branding experience—driving transformative change for brands and businesses of all sizes.
Co-founder & Creative Director
Co-founder and creative visionary behind Squad’s globally award-winning work, Matthew is one half of the twin brother duo. He brings a rare set of skills to the team—craft category knowledge, 20 years of experience, and a highly coveted creative style.
Strategy Partner - Innovation, Brand & Marketing
A commercially driven marketing leader with 25+ years of experience in consumer marketing, insights, and innovation, Kylie has led marketing strategy for global and local FMCG blue-chips, including Sara Lee, Diageo, CUB, Lion, and The a2 Milk Company. She is renowned for delivering transformative brand strategies, data-led insights, and market-defining innovation across APAC.
Strategy Partner - Innovation, Brand & Marketing
An experienced marketer, brand strategist, and insights and innovation leader with 25+ years of experience leading world-class brand portfolios for major multinationals, including Diageo, Lion, CUB, and Procter & Gamble across Australia, Asia, and the US. Jane has also spent many years consulting for both large and small businesses on marketing capability, innovation, insights, and brand strategy.
Creative Digital Strategist
Emmy® nominated Producer and Creative Strategist. Nigel has worked in Sydney, Los Angeles and London with brands, platforms and studios on content development and storytelling for 15+ years with companies like Sonos, Levi's, Disney, Amazon, Netflix, Apple, Snap, Marriott, Hendrick's Gin, Headspace and Bumble.
Co-founder, Strategy & Partnerships
Co-founder and strategic lead at Squad, Terry has an intuitive gift for bringing the best talent together under a shared vision. A creative at heart, a natural connector, and a strategic mastermind with 20 years of B2B and consumer branding experience—driving transformative change for brands and businesses of all sizes.
Co-founder & Creative Director
Co-founder and creative visionary behind Squad’s globally award-winning work, Matthew is one half of the twin brother duo. He brings a rare set of skills to the team—craft category knowledge, 20 years of experience, and a highly coveted creative style.
Strategy Partner - Innovation, Brand & Marketing
A commercially driven marketing leader with 25+ years of experience in consumer marketing, insights, and innovation, Kylie has led marketing strategy for global and local FMCG blue-chips, including Sara Lee, Diageo, CUB, Lion, and The a2 Milk Company. She is renowned for delivering transformative brand strategies, data-led insights, and market-defining innovation across APAC.
Strategy Partner - Innovation, Brand & Marketing
An experienced marketer, brand strategist, and insights and innovation leader with 25+ years of experience leading world-class brand portfolios for major multinationals, including Diageo, Lion, CUB, and Procter & Gamble across Australia, Asia, and the US. Jane has also spent many years consulting for both large and small businesses on marketing capability, innovation, insights, and brand strategy.
Creative Digital Strategist
Emmy® nominated Producer and Creative Strategist. Nigel has worked in Sydney, Los Angeles and London with brands, platforms and studios on content development and storytelling for 15+ years with companies like Sonos, Levi's, Disney, Amazon, Netflix, Apple, Snap, Marriott, Hendrick's Gin, Headspace and Bumble.
Local Area & Audience Insights
Venue, Brand & Marketing Assessment
Stakeholder Management and Project Leadership
Hospitality Strategy & Brand Positioning
Venue & Brand Experience Concepts
Full-Service Brand Development
Design & Architecture Collaboration
Food & Beverage Direction & Menu Development
Wayfinding & Placemaking
Fellow Hospitality and Squad developed an integrated concept for the lobby bar, hotel, and rooftop—rooted in the architectural, historical, and cultural essence of the building and its downtown surroundings. Our challenge was to restore this architectural gem to its former glory while introducing a distinctive hotel brand and experience to the city.
View Case Study
W Hotel Brisbane presented an exciting opportunity to reimagine the all-day-dining offering with the aim to attract a new wave of visitors to the hotel. Squad, Fellow Hospitality and The Mint Partners, were engaged to bring the hospitality concept and brand to life. Our challenge was to conceptualise a venue that creatively brings together the W Hotel brand vision with the flavour and flair of an emerging Brisbane culture.
View Case Study
We have worked with Liquid & Larder for six years, branding five of their Sydney gems—The Gidley, The Rover, Alfie’s Steakhouse, and the newly launched Bar Julius and Lottie Rooftop at The Eve Hotel. Their growing venue portfolio prompted an audit of the group brand and online presence. SQUAD guided them through a strategic rebrand and website platform that captures their true identity and ushers them into a new chapter of growth.
View Case Study
The tasty brief was to bring Harvey’s bold, American-style food philosophy to life through branding. From placemaking to takeaway packaging and the website, every element of our approach is larger than life—seasoned with a dash of nostalgia as the secret sauce.
View Case Study
Sonnel is Western Sydney’s leading hospitality group. Embracing the spirit of collaboration from day one, Sonnel partnered with Squad to co-develop the group brand through brand strategy, messaging, identity, and marketing assets—ensuring it reflects their ongoing investment in creating community-first hubs with premium food and beverage offerings. We have an exciting pipeline of venue transformation projects so watch this space.
Hotel, hospitality and brand experience concept by Fellow Hospitality and Squad, launching in 2026. This precinct is a 15-storey, five-star hotel at 70 Merivale Street, South Brisbane, featuring 137 luxury rooms, elevated lobby experience, and a rooftop restaurant offering panoramic views of Brisbane’s skyline and Musgrave Park. The rooftop decks house a wellness centre, infinity pool, gym, and spa, creating a luxurious urban retreat in the heart of the city.
Fellow Hospitality and Squad developed an integrated concept for the lobby bar, hotel, and rooftop—rooted in the architectural, historical, and cultural essence of the building and its downtown surroundings. Our challenge was to restore this architectural gem to its former glory while introducing a distinctive hotel brand and experience to the city.
View Case Study
W Hotel Brisbane presented an exciting opportunity to reimagine the all-day-dining offering with the aim to attract a new wave of visitors to the hotel. Squad, Fellow Hospitality and The Mint Partners, were engaged to bring the hospitality concept and brand to life. Our challenge was to conceptualise a venue that creatively brings together the W Hotel brand vision with the flavour and flair of an emerging Brisbane culture.
View Case Study
We have worked with Liquid & Larder for six years, branding five of their Sydney gems—The Gidley, The Rover, Alfie’s Steakhouse, and the newly launched Bar Julius and Lottie Rooftop at The Eve Hotel. Their growing venue portfolio prompted an audit of the group brand and online presence. SQUAD guided them through a strategic rebrand and website platform that captures their true identity and ushers them into a new chapter of growth.
View Case Study
The tasty brief was to bring Harvey’s bold, American-style food philosophy to life through branding. From placemaking to takeaway packaging and the website, every element of our approach is larger than life—seasoned with a dash of nostalgia as the secret sauce.
View Case Study
Sonnel is Western Sydney’s leading hospitality group. Embracing the spirit of collaboration from day one, Sonnel partnered with Squad to co-develop the group brand through brand strategy, messaging, identity, and marketing assets—ensuring it reflects their ongoing investment in creating community-first hubs with premium food and beverage offerings. We have an exciting pipeline of venue transformation projects so watch this space.
Hotel, hospitality and brand experience concept by Fellow Hospitality and Squad, launching in 2026. This precinct is a 15-storey, five-star hotel at 70 Merivale Street, South Brisbane, featuring 137 luxury rooms, elevated lobby experience, and a rooftop restaurant offering panoramic views of Brisbane’s skyline and Musgrave Park. The rooftop decks house a wellness centre, infinity pool, gym, and spa, creating a luxurious urban retreat in the heart of the city.
Co-founder, Strategy & Partnerships
Co-founder and strategic lead at Squad, Terry has an intuitive gift for bringing the best talent together under a shared vision. A creative at heart, a natural connector, and a strategic mastermind with 20 years of B2B and consumer branding experience—driving transformative change for brands and businesses of all sizes.
Co-founder & Creative Director
Co-founder and creative visionary behind Squad’s globally award-winning work, Matthew is one half of the twin brother duo. He brings a rare set of skills to the team—craft category knowledge, 20 years of experience, and a highly coveted creative style.
Design Director
A seasoned Design Director with 17 years experience across a multitude of sectors. With a meticulous eye for detail and a deep understanding of Brand Development, he crafts progressive and impactful design solutions that deliver. From strategy, to final execution, he is committed to fostering collaboration, guiding clients through the creative process, and ensuring each project is effective and enjoyable.
Consulting Partner, Fellow Hospitality
Monique is a highly experienced hospitality and accommodation concept developer. Grounded in operations, she brings multidisciplinary expertise and a deep understanding of venue management and commercial opportunities. Fellow Hospitality has a strong track record of boosting venue turnover, profitability, and marketability. Clients include W Hotels, Salter Brothers, Accor, Marriott, Red Cape, IHG, Epochal Hotels, and Reward Group.
Consulting Partner, Spitfire Fox Hospitality
Founder of Spitfire Fox, an F&B concept studio and strategic advisory. With over 20 years of global hospitality expertise—including a decade launching and operating multi-site hospitality brands with Soho House Group—they blend creativity with commercial insight to deliver visually captivating, seamlessly executed, and highly impactful spaces that redefine food, drink, and dining.
Marketing & Communications
With diverse industry experience spanning luxury, fashion, lifestyle, events, and hospitality, Montana is a strategic and integrated marketer with extensive experience in leading and developing multi-channel marketing programs. Passionate about building brands, she has adopted an innovative, creative and analytical approach to deliver communications that increase brand engagement, with proven success in developing and executing marketing campaigns.
Co-founder, Strategy & Partnerships
Co-founder and strategic lead at Squad, Terry has an intuitive gift for bringing the best talent together under a shared vision. A creative at heart, a natural connector, and a strategic mastermind with 20 years of B2B and consumer branding experience—driving transformative change for brands and businesses of all sizes.
Co-founder & Creative Director
Co-founder and creative visionary behind Squad’s globally award-winning work, Matthew is one half of the twin brother duo. He brings a rare set of skills to the team—craft category knowledge, 20 years of experience, and a highly coveted creative style.
Design Director
A seasoned Design Director with 17 years experience across a multitude of sectors. With a meticulous eye for detail and a deep understanding of Brand Development, he crafts progressive and impactful design solutions that deliver. From strategy, to final execution, he is committed to fostering collaboration, guiding clients through the creative process, and ensuring each project is effective and enjoyable.
Consulting Partner, Fellow Hospitality
Monique is a highly experienced hospitality and accommodation concept developer. Grounded in operations, she brings multidisciplinary expertise and a deep understanding of venue management and commercial opportunities. Fellow Hospitality has a strong track record of boosting venue turnover, profitability, and marketability. Clients include W Hotels, Salter Brothers, Accor, Marriott, Red Cape, IHG, Epochal Hotels, and Reward Group.
Consulting Partner, Spitfire Fox Hospitality
Founder of Spitfire Fox, an F&B concept studio and strategic advisory. With over 20 years of global hospitality expertise—including a decade launching and operating multi-site hospitality brands with Soho House Group—they blend creativity with commercial insight to deliver visually captivating, seamlessly executed, and highly impactful spaces that redefine food, drink, and dining.
Marketing & Communications
With diverse industry experience spanning luxury, fashion, lifestyle, events, and hospitality, Montana is a strategic and integrated marketer with extensive experience in leading and developing multi-channel marketing programs. Passionate about building brands, she has adopted an innovative, creative and analytical approach to deliver communications that increase brand engagement, with proven success in developing and executing marketing campaigns.
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