Sonnet is a brand consultancy to navigate change.

Your business is always changing. New people, new challenges, new priorities. If your brand is not changing as well, are you being left behind?

#1 Proactive change
Your business is planning a strategic leap forward.

Your brand must work as a signal to illuminate the opportunity ahead. What kind of organisation will you become?

#2 Adaptive change
Your business has evolved over time to remain relevant.

Your brand must play catch up to better represent your business. How can you close the gap without losing momentum?

#3 Reactive change
Your business must change or risk being left behind.

Your brand must be the catalyst to challenge assumptions and spark internal change. Do you still have what it takes to compete?  

Recent projects

We work with organisations of every size and sector, to help build strong brands, drive growth and navigate change.


A fresh brand platform to help an Australian icon diversify and reach new audiences.

The updated brand and visual identity represent an organisation moving into new industries and markets, while maintaining its iconic connection with rural communities and kitchen tables around Australia.


New purpose, values and behaviours for a new era in resources and beyond.

Robust stakeholder engagement led to a new brand strategy that connected 90 years of pioneering spirit with the ambition to drive a global energy transformation through 15,000 employees in Australia and around the world.


A new masterplan community surrounded by nature to build the life you always wanted.

A short drive from Canberra, nested by the Yass river, is a community where life flows naturally. A new brand to attract residents and businesses to a place where they can live, grow and play.


A fresh new look for a unique retails and digital brand experience.

CameraPro is the home of video and photography enthusiasts around Australia. The new brand platform and visual identity connects with their sense of pride and community. Like a Pro.


A natural skin care range using the best Australian ingredients to enrich your skin.

A new brand to make waves in a highly competitive market. Earth:en is a beautiful botanical experience, based on responsibly sourced and ethically formulated products, to harness the nutritional benefits of our native fruits and botanical oils.


A new name and brand for APAC's leading digital marketplace for plastic derivatives.

Tokoplas launched in Jakarta in 2019 and quickly became the market leader in the region. The name (toko=house) highlights its role connecting buyers and sellers across Asia Pacific.

How we work

We do interviews, workshops and audits. We craft and create, design and develop. A logo, a story, a movement. The closer we get, the more we can help.



  • Brand audit
  • Customer & employee insights
  • Workshops
  • Stakeholder interviews
  • Site visits


  • Positioning
  • Purpose & narrative
  • Values & behaviours
  • Key messages
  • Tone of voice
  • Naming


  • Brand identity design
  • Photography & video
  • Branded content
  • Brand guidelines


  • Marketing campaigns
  • Websites & digital content
  • Stakeholder communications
  • Employee engagement


Pablo Ostolaza is the founder and strategy director of Sonnet. He has worked with global brands and ambitious start-ups in Europe, the US and Australia.

"Strong brands are critical to successfully navigate change. They bring clarity and purpose in the most volatile times."

If your business is navigating change, we can help.


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