Christopher Doyle & Co.



Naming & Brand Identity

Early in 2015 Chris Burton and Jonny Mackrill decided to leave their positions at two of Sydney’s most respected strategy agencies and join forces. Aiming to launch a new strategic agency focused on the healthcare industry, Jonny and Chris engaged us to name, position and brand the agency.

Focused on disrupting a complacent, stale marketplace Jonny and Chris wanted a brand platform that would allow them to push past the tired and familiar thinking associated with their industry, and also announce their arrival.

We created a verbal and visual identity that was relevant, surprising and powerful. The name Elbow allows them to modulate their disruption—from a gentle nudge to a much needed shove—and gives them a memorable, energetic platform from which to launch their brand of thinking.