A work of wonder: Elizaveta Pogossov and Belinda Hubball think big in their rebrand for Wonderthink

The Contented Copywriter, a content agency in Sydney, had been growing for a while, from just being able to deliver great copy to becoming a one-stop shop that could craft strategy and design. And so, it needed to be repositioned; neither the name nor the visual identity was representative of the scale of strategic support they were offering their clients. To do this, its Founder, Brooke Hill, reached out to creative director Belinda Hubball and co-creative lead Elizaveta Pogossov to create an identity that would shape a fresh path for the agency. “The vision for this brand was big – it needed to be stretchy and allow for potential big growth,” Hubball tells us. “For years, The Contented Copywriter has been more than just a ‘copywriter,’ and along with Brooke’s vision to unlock wonder and creativity, we needed to communicate that they are also strategists, designers, dreamers, thinkers and doers.” The first step was rethinking the name, and the team landed on Wonderthink. The branding also had to set the agency apart from other players in the field, and for Pogossov and Hubball, the best way to do this was through illustration. Having worked with Elin Matilda Andersson before, Hubball and Hill immediately knew that the energy and levity of her illustrative style would be a perfect fit for Wonderthink, and so it is. A large part of the brand’s world and its unique tonality hinges on Andersson’s illustrations, all alluding to the idea of wonder. “While the vision for Wonderthink is to be a full-service consultancy, it transcends more than just its professional services. So we were intentional in ensuring the new brand wasn’t just a container to promote the great client work Wonderthink does,” explains Hubball. “It needed to be joyful and confident – with its own distinct identity and presence that captured both the vision as well as the name. You can achieve so much magic and charm through illustration, it was a no-brainer that we would lead with it for the new visual identity.”