The Diamond Spiritual Consulting website is shown on different size device screens demonstrating a responsive website.

Case Study - FBA

FBA needed to refresh its brand to reflect its purpose and vision while providing staff with practical tools to apply it consistently. Our role was to develop a brand strategy and system that not only looked modern but gave the team confidence to communicate clearly and consistently.

Services

Brand Strategy & Development
Visual Identity & Guidelines
Staff Training & Brand Induction
Report & Publication Design
eDM Templates
Copywriting & Content Production

Industry

Natural Resource Management
An animation of the FBA logo.

Building Brand Foundations

FBA needed to update its brand to reflect its vision of “Healthy and resilient natural assets”. The challenge was creating a system that felt fresh and inspiring but could be applied consistently across everything from government reports to community events.

  • Developed brand strategy and guidelines including logo system, visual devices (Signature Cornerblock, tagline treatment), and application rules.
  • Crafted a new tone of voice aligned with FBA’s purpose, vision, and legacy.
  • Created clear, scalable frameworks so every output, from social posts to major reports, aligns with the brand.
  • Delivered templates and design systems that make day-to-day application straightforward.

Empowering the Team

  • Designed and delivered a two-hour brand induction workshop for communications staff.
  • Built interactive exercises to help staff understand tone of voice, visual consistency, and design principles.
  • Created a practical checklist so staff can self-assess brand alignment before publishing work.

Applying the Brand in the Real World

We worked on flagship outputs that applied the refreshed brand in practice, including:

  • Reports & Publications: e.g. Bridled Nail-tailed Wallaby Conservation Report, with a policy-maker audience in mind.
  • Digital: Created eDM and social templates in line with the updated brand, ensuring consistency in communications.
  • Copywriting: Prepared content for FBA’s new website, keeping tone and clarity consistent.
  • Community Sub-brand: Built a visual identity for Turtle Team CQ, a volunteer program supported by FBA, balancing its playful, community-focused nature with the professionalism of FBA’s master brand.
A screenshot of a post from the FBA Instagram Page
Two FBA staff inspect some plants in a field.

Smarter by Design: Outcomes

  • A cohesive brand system that reflects FBA’s environmental leadership.
  • Staff empowered to confidently apply the brand in daily communications.
  • Consistent community engagement through professional reports, digital assets, and sub-brands.
  • A suite of tools and templates allowing staff of all skill levels to produce consistent, on-brand content.
Two FBA branded A4 fllyers.
A calico tote bag with the FBA and Team Turtle CQ logos.
A mockup of an FBA report on a green background.
An iPad showing an FBA email template.

Designed with Purpose

Each piece of creative for FBA was developed with two things front of mind: the audience and ease of application for the team.

  • Audience-first design: Whether speaking to policy makers, volunteers, or community members, the tone and visuals were tailored to resonate with each group while staying true to the FBA brand.
  • Practical for staff: Templates, layouts, and systems were built to be easy for the team to apply consistently, reducing the need for constant designer input.
  • Scalable systems: From reports to sub-brands, every element was designed to work as part of a broader system, ensuring consistency across all channels and future projects.

This approach meant FBA didn’t just get polished creative, they got tools and assets that work hard every day, empowering their staff and engaging their audiences.

From day one, Kat felt like a natural extension of our team at FBA, collaborating seamlessly with our internal stakeholders, quickly grasping our brand vision, and not just meeting expectations, but exceeding them.Her eye for branding and design is exceptional. She didn’t just refine our materials—she elevated them, bringing a level of polish and professionalism that truly made an impact.What really sets Upstart Lane apart is their reliability. Whether it was a tight deadline or a last-minute request, every project was delivered on time and to the highest standard—without ever compromising on quality. At FBA, we see Upstart Lane as a trusted partner and a key asset in our creative and digital marketing efforts. They’re not only talented, but also a joy to work with, and we recommend them wholeheartedly.

Karlie Williams
Social Impact Leader, FBA
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