AusNet Services

“I would like to recommend R-Co as the company to support you in your important initiative to develop and deploy your brand strategy and associated brand identity.

AusNet Services (formerly SP Aus Net) is a Top100 ASX company. In our case, we were required to change our name and rebrand in August 2014. Richard Henderson, R-Co’s very experienced director and lead consultant, put together a team that worked cohesively with our own internal management and guided us to create a brand strategy and identity that will support our company’s future direction.

Key ingredients to our rebrand being well received and achieved on time and on budget have been R-CO’s experienced leadership, business focus, brand strategy and identity development process, and the integrated nature of their service. From strategy to tactical deployment, from design to digital, R-Co has delivered a high quality outcome seamlessly and in a timely manner.

Our new name and brand has been an engaging experience for our people and provided us with the means to support engagement with our external stakeholders. We are very satisfied with R-Co’s role in helping us achieve this position.”

Geraldine Leslie
General Manager People,
Safety and Customer


“The hands on approach that R-Co adopted, was simply paramount to our branding success and provided exceptional access and confidence for our CEO and Board. As a result, we had, and still have, very strong Board and member support for the brand."

Alison McIvor
National Marketing Manager (former)

“The people at R-Co, including Richard, bent over backwards to come up with our new brand identity. They worked seamlessly with our team, though were not averse to pushing back when they thought our ideas wouldn’t work. They really did ‘go the extra mile’.  I recall Richard ringing from Hong Kong airport having departed from Tullamarine airport after we had finally settled on the brand identity. He had rung to say that he wanted to make one further tweak — and it was a beauty!

Seven years later the brand metrics of AustralianSuper are extraordinary and I credit much of this to R-Co."

Ian Silk

2006 Melbourne Commonwealth Games

“Thank you for your contribution to one of the world’s largest sporting events. We were delighted with the success of the Games, and could not have done it without your support. It has been great to work with R-Co on a project, which will be remembered for decades to come. You are a superstar.”

The late Ron Walker
Chairman (former)

BHP Billiton

“Richard Henderson and his team developed a sustainable and unique visual identity for the merger between BHP and Billiton to form a new global, premier resources group. The distinctive nature of the identity and consistency of implementation has created significant awareness of the company and its global purpose.”

Marjorie Johnson
Global Communication Leader (former)

Tennis Australia

“Richard and R-Co have had a long and successful relationship with Tennis Australia. He and his team developed the brand strategy and visual identity design for the Tennis Australia master brand, through to sub brands for Cardio and Hot Shots sport programs. Included with the identity program was a complete Look&Feel strategy which has informed all ongoing brand communications and marketing activities.

The major tennis events of the Australian Open and Brisbane International have worked with Richard and his team to brand the events. It was Richard’s idea to own the colour blue which has resulted in such immediate brand association with Tennis in broader brand marketing activities - you can see the Blue of the Melbourne courts from Google Earth. The brand strategies for the events have included venue branding, uniforms, way finding and communications. For the Brisbane International the trophy designs were also created by R-Co.

The idea behind the Tennis Australia brand mark and the stories that are able to be attached to it, as well as the universal acceptance of the entire visual identity, has provided the marketing teams at Tennis Australia with a valuable asset when reaching out to sponsors, stakeholders and the public.

In the congested brand environment of sports marketing, the identity work of R-Co has provided cut through for Tennis at every level.

Richard and his team understand the word of sport and work hard to deliver upon request. In my experience, having a team that can provide expert and experienced brand design consultancy has resulted in a strong branded offer for Tennis and a valuable brand property. I have no hesitation in recommending R-Co as a great team to work with."

Cameron Pearson
Tournament Director - Brisbane International
CEO - Tennis Queensland


John Harnden AM – Chairman of the Australian Grand Prix Corporation

“I am pleased to provide a reference for Richard Henderson, CEO and Creative Director of R-Co Brand, whom I have known for almost 20 years.

I first met Richard in 1996 when the Australian Formula 1 Grand Prix was first held in Melbourne, the brand identity of which was developed by his firm, then known as FHA Image DesignIn 2002, Richard, as the Creative Director of FutureBrand, led their pitch for the Melbourne 2006 Commonwealth Games (M2006) of which I was Chief Executive Officer.

Through a comprehensive selection process, Richard’s presentation, his understanding of the requirements of a global sporting event gained his Sydney 2000 Olympic Games identity experience, and his overall ‘hands on‘ approach proved a winning combination. In 2003, M2006 appointed Richard as Visual Identity Consultant, retaining his services, and that of R-Co, for the three years to the commencement of the event.

During those three years, M2006 was provided with the visual identity guidance of Richard on an almost daily basis, as together, we implemented the visual identity across all Programs and Communications, as well as cultivating it into standalone sub-brands for areas such as Queen’s Baton Relay, the Opening Ceremony and the city-wide cultural programs. At all times Richard offered his services with a “can do“ collaborative approach assisting the M2006 team with strategic brand design input at every level as Melbourne delivered an outstanding Commonwealth Games outcome.

In my role as CEO of the ICC Cricket World Cup 2015, I introduced Richard to members of my leadership team and he provided advice and insights to assist with their project outcomes.

Richard is a brand expert who understands the complexity of the corporate and sporting sectors. His knowledge of the strategic principles which drive brand programs creates confidence, and his ability to work within challenging agendas encourages understanding. Richard has a business pragmatism, and through the brand design work of R-Co, always seeks to demonstrate the impact that strategically based brand outcomes can have."


“We engaged R-Co. to create a new brand identity for the MCG and MCC. Their attitude and approach has energized our organisation and created a real sense of excitement. Our new brand identity tells our unique story magnificently and has been embraced by our staff.”

John Clark
General Manager, 
Commercial Operations (former)
Melbourne Cricket Club

The Buchan Group, Melbourne

“Thanks for your thoughts on Emporium. We should both be very proud of our involvement in such a great project. Another collaborative success.

I have been doing quite a bit of overseas work over the last year or so, and every time I visit, even established markets around the world, I realise how capable the industry is here. The Emporium is yet another example of world leading retail design and is already being recognised as such.

I hope that we can both generate some more exciting opportunities out of this, and continue the long association.”

Bruce Shaw
Managing Director

Prime Financial Group

“The decision to rebrand a business, especially one that I have personally built from inception, is a very delicate, challenging and daunting process.

My name is Simon Madder and I am the Managing Director & CEO of Prime Financial Group Ltd (Prime), a nationally based ASX listed company. In 2012, I engaged R-Co to manage our rebranding project that involved a very complex business structure with multiple key audiences. It was critical that Prime’s brand development platform was strong and authentic to support our aggressive growth strategy.

After running an extensive ‘expression of interest’ process, our decision to select R-Co as our preferred design partner was due to:

• The access provided to the CEO, who would be personally involved in the project from the beginning, providing confidence, clarity and reassurance
• An understanding that R-Co holds not only relevant industry experience but also intellectual capacity to be able to have perceptions and pre-conceived ideas challenged
• The ability for R-Co to represent the vision to other Prime stakeholders and act as change agents on behalf of Prime’s Board of Directors
• Establishing trust to go on a journey that would define in a visual sense Prime’s history, current proposition and future identity, assisting with delivering the vision by defining and visualising it
• Support Prime’s Marketing team through successful project management and clearly communicating key milestones to meet deadline expectations
• Chemistry and strategic thinking of the R-Co team with the Prime team
• Quality of creativity and imagination and calibre of output

R-Co has developed beyond just a design agency. They are our strategic partner on conversations around Prime’s identity. Our business relationship has built into a robust and accountable association and will continuing to help shape the visual identity of Prime, of which I am very excited about."

Simon Madder
Managing Director & CEO


“BlueScope recently engaged R-Co to rebuild its website as part of the Company’s transformation and brand refresh. R-Co were able to deliver a web site strategy, design and technology solution that exactly meets our needs now and in the future. The dynamic digital team led by Mary Henderson and Rob Angeles coordinated integration of all aspects of the new site, showing outstanding abilities to manage multiple perspectives with multiple stakeholders, which is a key element of a website rebuild.

As well as applying the new brand look and feel in the design, Mary was able to ensure all technical information, technology protocols and governance issues were attended to - such as information architecture, choice of software, compatability and compliance, hosting location, security testing, and contingency and backup planning. BlueScope had a need for self publishing and we have received a well documented and easy to use content management system that a number of designated BlueScope personnel have been trained to use. In addition, we have a service level agreement in place to cover ongoing maintenance, software updates and other services though a great online Help Desk facility."

The R-Co team’s digital capability brings the benefits of an integrated brand and digital solution which can be implemented seamlessly and, importantly, with post launch support.I would not hesitate to use R-Co again for any brand and digital requirement - especially when both are needed together in a well coordinated and cost -effective manner. They really deliver value for money.

Christine Williams
Communications Strategist, Corporate Affairs


“Richard and his team assisted the Board to bring the organisations (AUR/Foodworks) into the united brand offering ‘FoodWorks’. The investment that we made in the expert advice of R-Co, and the confidence that it gave us in terms of branding for future, was cheap in terms of the benefits the FoodWorks Group is reaping.

Peter Noble
Managing Director (former)

Colonial First State Asset Management

“Colonial First State Global Asset Management (CFSGAM) has worked with R-Co since its inception. During this time Richard has successfully delivered numerous brand projects for shopping centres, retail precincts and Greenfield sites. The largest project Richard has delivered for us was the way-finding signage for Chadstone which is still in place today, and is also the standard for our 39 shopping centres nationally.

Over more than 10 years Richard has worked with us through four brand changes, and growth from 13 to 39 shopping centres nationally. R-Co is our preferred brand agency and consistently delivers on brief, on budget, and on time.

Kate Parker
General Manager, Marketing (former)

Ferrier Hodgson

“Richard Henderson and R-Co provided Ferrier Hodgson with brand redevelopment and implementation services for the successful relaunch of the Ferrier Hodgson brand.

We have been delighted with the outcome, which has provided the firm with a fresh, modern persona whilst still communicating the characteristics of experience, professionalism and discretion that identify our 40-year-old firm.

Richard understands the corporate mindset and is comfortable in the boardroom. He was able to put his case convincingly to a national partners’ conference where his creativity, enthusiasm and corporate sensibility were instrumental in ensuring the project went ahead.

The design options that were delivered to us reflected R-Co’s broad experience and deep creativity. R-Co was also large enough to handle the significant scale of this project. From a project management perspective, the rebranding project involved a large number of moving parts - such as the organisation of delivery and installation of signage to Ferrier Hodgson offices throughout Australia as well as Singapore, Kuala Lumpur, Jakarta and Tokyo. All of this was handled with apparent ease.

Richard was personally invested in the rebranding project and in one instance flew to Sydney to personally oversee the solution to a signage problem.

I enjoyed working with R-Co and have no problems recommending them."

Michael Cave
Director of Corporate Communications (former)


“We engaged R-Co in 2012 to develop a brand identity program when Hastings Infrastructure underwent a corporate restructure.

Working closely with the Hastings Director of Marketing, Richard and his team developed the brand strategy and the identity design within a tight timeframe.

The R-Co process of engagement with our senior management team enabled clear understanding of the thinking behind the identity program and the vision for the company. The Board approved the new identity with enthusiasm, with the Chairman asking for Richard’s card!

The R-Co team worked very hard to ensure that any issues were carefully considered and Richard offered insightful advice throughout the process. The opportunity to have a team as experienced as R-Co, that combined agility with the hands on involvement of Richard, made the process efficient and the brand identity outcomes very effective. At the launch of the brand to our staff, everyone enjoyed the quality of the design and appreciated the thinking behind it.

The contribution that R-Co has made to the Hastings business through the design of our corporate brand is valued, and the experience of working with Richard and his team has been rewarding."

Andrew Day
Chief Executive


“I have engaged R-Co on three occasions to undertake organisational branding and identity design inclusive of website creative design. I would do so again.

On all occasions I have found that R-Co and in particular Richard have made the important step to seek to understand the culture of the organisation, and the desired outcome for the organisation post development work. In doing so R-Co has sought to understand the market in which the organisation operates and the trajectory and development stages of the organisation as part of its analysis and design foundation work.

The creative skills of R-Co are significant and I have found them to be very cognisant of our history and heritage whilst being able to articulate and demonstrate a cutting/contemporary edge development in which to provide us with a way into the future. The development work that they have undertaken for me on behalf of those organisations has been done so to specification, on budget and on time.

The ability to understand the organisation, attain buy-in from all levels within the organisation for the creative concept and to do so with a clear understanding of the market environment is something that sees me return to them to engage them every time when I require such work to be undertaken.

Importantly R-Co appreciated and respected the budget available for the tasks requested of them and they provided value for money.

R-Co comes with my strongest recommendation."

John Clark
Group Chief Executive Officer