Living Knowledge Network / Firesticks
Branding that honours the old, holds the new
Firesticks’ offering was growing. The organisation needed to sit under a new master brand, alongside new services, to reflect this growth under one cohesive identity. So, the organisation engaged Little Rocket to create an overarching master brand – Living Knowledge Network – that could hold both FireSticks and Living Knowledge Place together while honouring the existing Firesticks visual identity.
Our approach began with developing a brand strategy, which refreshed the positioning, voice, and design direction to reflect the network’s expanding scope. We retained the existing brandmark, based on a star map as drawn by founder Victor Steffensen, containing three key pillars representing ‘responsibility’, ‘respect’ and ‘recognition’. This brandmark was then paired with a new serif wordmark, providing strong visual balance.
We created a colour palette, typography system, and complementary design elements, rounding out the brand identity, in order to feel more cohesive and contemporary. Retaining the existing illustrations, created by Yardbird for Firestick’s previous branding, we implemented an updated system for their use, and integrated that with new charcoal based linework, adding texture and giving the master brand its own distinct but unified feel.
The result is a completely refreshed brand system, documented in a comprehensive brand guide that equips the Living Knowledge Network team to confidently roll out the new identity across all touchpoints. We hope this work will bring clarity, consistency, and a stronger sense of shared purpose to everything the network does going forward.
“Little Rocket nailed the brief! They managed to guide us gently through a thoughtful evolution of our visual identity, while still retaining the legacy and strength of the original brand. In line with our organisational shift, the rebrand offers an inspiring refresh, without losing where we came from.”
Ash Steel
Communications Lead — Living Knowledge Network
Team
David Alenson
Creative Director/Strategic Lead
James Basemore
Graphic Design
Sarah Dennis
Account Management
About the client
The Living Knowledge Network is an organisation supporting Indigenous communities to care for Country by strengthening their capacity to apply traditional knowledges.
