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Ned Houston isn&#8217;t new to music, but until now, he&#8217;s preferred to stay just out of frame. One of Australia&#8217;s most respected songwriters — crafting hits for Guy Sebastian, writing for Keith Urban, and working chart-toppers across Korea and Japan — Ned built his career behind the scenes, a comfortable distance from the spotlight. Now, backed by 3Keys Records and armed with a collection of unreleased songs, he&#8217;s stepping forward, finally placing himself at the centre of his own story.
When Mude partnered with Ned to create his artist brand, the goal was to develop an identity that mirrored Ned’s boy-next-door meets vulnerable singer-songwriter personality. For Ned Houston&#8217;s debut release, the ache waited patiently — simmering quietly — for half a year before it finally took hold. &#8220;Six months after the breakup, sitting in that Nashville studio, I felt more heartbroken than the night I ended it,&#8221; Ned admits. That raw, delayed emotion became his debut single, Self-Defence.
The song came to life during a writing session in Nashville with acclaimed songwriter David Hodges and close friend Melissa Fuller, who was six months pregnant at the time. Ned describes a gentle, maternal energy in the room that shaped the vulnerable yet powerful tone of the track. It was this environment, coupled with Ned&#8217;s own delayed emotional processing of his breakup, that allowed him to access an honesty he’d previously guarded. “I’d emotionally shut down to protect myself,” Ned reflects. “Only after time had passed did the emotions catch up. That moment of realisation — that heartbreak can sometimes be delayed in the name of self-preservation — is exactly where this song was born.”

<h1 data-pm-slice="1 1 []">One of the brand’s quiet signatures is the wordmark itself, the ‘Houston’ line beneath his first name is set in his mum’s handwriting. It’s her maiden name, and a subtle tribute to the person who gave it to him. This choice goes beyond simple aesthetics, weaving a deeply personal connection and sense of authenticity into Ned&#8217;s visual identity. It symbolises familial bonds, the support system behind his creative journey, and roots him firmly in his personal story.</h1>

We deliberately centred Ned’s visual storytelling around his hometown of Canberra. While his career has seen him constantly on the move — writing in studios across Stockholm, Nashville, Korea, and beyond — this release felt distinctly personal and needed to be anchored to his origins. Canberra is where he played his earliest gigs, built his first fanbase, and shaped his musical identity. The visuals captured him in locations around the city and surrounds that matched the atmosphere and vibe of each single release off the upcoming EP. Although Ned has earned a reputation as a globally nomadic songwriter, rooting his story in Canberra was an essential element for the EP campaign, reintroducing him as a storyteller not just for other artists in the writing room, but for his own story too.

Listen to Self-Defence on <a href="https://onerpm.link/selfdefense">all streaming services</a>, or follow Ned at <a href="https://www.instagram.com/nedhoustonmusic">@nedhoustonmusic</a>.
You can see more of Mude&#8217;s branding work for Ned Houston in our project case study <a href="https://www.mude.com.au/project/ned-houston-ep">here.</a>

Ned Houston debuts with a brand built from home.

In branding, there’s no shortage of frameworks, acronyms, and canvases. But few get to the heart of the matter quite like this one:
What makes you the only?
Not the best. Not the biggest.
The only.
This concept — Onlyness — was coined by brand thinker Marty Neumeier, and it’s a fantastic test for any brand&#8217;s positioning. It forces you to look at your business with brutal honesty and ask: what do we truly own that no one else can claim?

<h2>The truth is, most brands can’t answer this. They confuse values for value, or emphasising high quality. It doesn’t make you different, it just makes you like everyone else.</h2>

Most businesses default to competing on “better”. Better service. Better design. Better pricing. Better people.
Onlyness shifts the focus away from quality, better, innovative, leading (insert whatever generic claim you like) and instead pushes you toward categorical distinction. It forces you to define a space that only you can own.
Neumeier defines Onlyness as a single sentence that captures five key elements:

<h2>&#8220;[Brand] is the only [category] that [differentiator] for [target audience] who [need or desire], during a time when [relevant context or market shift].</h2>

Let’s look at a few examples that embody this.
<h3 data-start="2598" data-end="2614">Uniqlo</h3>
The only clothing brand that blends Japanese minimalism with functional innovation — for everyday people who want stylish, affordable, practical basics — at a time when fast fashion was loud, disposable, and trend-chasing.

<h3 data-start="2986" data-end="3000">LEGO</h3>
The only toy brand that enables open-ended creativity through a simple, modular brick system — for imaginative builders of all ages — at a time when no other toy carried the same cultural relevance, cross-generational love, or franchise adaptability.

<h2>As Neumeier puts it: “If you can’t easily say what you’re the only of, don’t work on your statement. Change your business.”</h2>

Brand strategy is the long game. It’s how we outmanoeuvre the competition by being meaningfully different. When we shift to being more brand-led, we set ourselves up to win more loyal customers, who spend more, stick around longer, and at a higher price.
Start with what makes you radically different, and build from there. For a deeper dive into this thinking, Marty Neumeier’s Zag is essential reading. It’s a sharp, practical guide to standing out in a crowded market. <a class="cursor-pointer" href="https://www.martyneumeier.com/zag" target="_new" rel="noopener" data-start="438" data-end="503" data-is-last-node="">Read Zag by Marty Neumeier</a>
If you&#8217;re ready to sharpen what makes your brand the only, we can help. At Mude, we shape brands that outmanoeuvre competitors. Let&#8217;s make your brand the one people prefer.

Why “onlyness” is the hardest and most important question for any brand.

Most companies can tell you what they do. Fewer can say why it matters. And even fewer can say where they’re going. But the brands that win? The ones that grow, shift culture, attract talent, and move markets? They operate from the core outwards. They are purpose-driven, vision-led, and mission-aware.
When we talk about building brand-led businesses, we start here. At the core. With three deceptively simple questions:
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<li data-start="971" data-end="989">
Why do we exist?
</li>
<li data-start="990" data-end="1011">
Where are we going?
</li>
<li data-start="1012" data-end="1036">
How will we get there?
</li>
</ul>
As Marty Neumeier writes, “When brands have clarity, they can move faster, make better decisions, and outmanoeuvre their competitors.” That clarity starts here: with purpose, vision, and mission.

<h1>“A brand is not what you say it is. It’s what they say it is.” — Marty Neumeier</h1>

Purpose is the belief at the centre of the brand. The role you play in the world, and the cultural or emotional gap you’re here to fill.
A strong purpose feels timeless. It doesn’t change when your product line does.
Purpose is the foundation that gives meaning to your actions and signals your values to the market. In Neumeier’s terms, it’s how you build a “charismatic brand” — one that people feel emotionally aligned with and believe there’s no substitute for.
Take Patagonia. Their purpose is clear: “We’re in business to save our home planet.” This purpose (as we’ll get into later) flows through how they activate the brand, so to anyone rolling their eyes at another lofty line — this one earns its place. It’s a belief that guides how they run the company: what they make, how they make it, what they talk about, and what they walk away from. They’ve made buying a jacket feel like an act of protest. And that distinction has helped carve out a space that no one else occupies. There are very few brands with this level of cultural cachet, and even fewer that can activate a purpose like this without it ringing hollow.

<h1>“A vision is a picture of the future your brand is working to create.”</h1>

Where purpose answers “why,” vision answers “where.” It’s the destination. A clear, compelling picture of the world your brand wants to help shape.
Neumeier talks about vision as a &#8220;north star&#8221;. Something that guides your team, sets ambition, and draws talent and partners who share that worldview. A good vision isn’t abstract. It’s specific enough to align decisions and bold enough to inspire action.
We often frame vision within a 5–10 year horizon. It should be bold but believable. Less “change the world” and more “change this part of it, for these people.
Patagonia’s vision, a world where humans live in harmony with nature, gives the business something to work towards that’s bigger than their category. And they use it. It shows up in how they prioritise impact over growth, invest in new materials, and push their industry to do better. They’ve shifted supply chains to meet higher environmental standards, doubled down on traceability, and pulled products from stores that didn’t align with their values. It helps the company make hard decisions and stay accountable to the future it wants to help build. It’s also a big part of why Patagonia keeps getting held up as one of the few genuinely brand-led companies.
Where purpose is your belief, and vision is your destination, mission is your commitment to action. It’s where brand and business strategy meet. Your mission should clarify what you&#8217;re doing, who you&#8217;re doing it for, and the impact you’re trying to make along the way.
Finally, coming back to our Patagonia example, their mission, “Build the best product, cause no unnecessary harm, use business to protect nature, and not bound us from using our business to inspire and implement solutions to the environmental crisis.” It shows up in what they actually do. They design for longevity. They run Worn Wear, a repair and resale program that encourages people to buy less. They invest in regenerative agriculture. They’ve sued presidents and fought legal battles to protect public land. And they’ve handed over company ownership so future profits can go toward environmental causes. That’s mission activated.

<h1 data-pm-slice="1 1 []">If a purpose is &#8216;advancing man&#8217;s ability to explore the heavens&#8217; then a vision is &#8216;a man on the moon by the end of the 1960s&#8217;.</h1>

Where purpose is your belief, and vision is your destination, mission is your commitment to action. It’s where brand and business strategy meet. Your mission should clarify what you&#8217;re doing, who you&#8217;re doing it for, and the impact you’re trying to make along the way.
Coming back to Patagonia, their mission is one of the most comprehensive in the world: “Build the best product, cause no unnecessary harm, use business to protect nature, and not bound us from using our business to inspire and implement solutions to the environmental crisis.” This isn’t just a guiding idea — it’s deeply operational. You can see it in how they design for longevity. In their Worn Wear program, which repairs and resells gear to reduce waste. In their commitment to regenerative agriculture. In the way they’ve taken legal action to protect public land. And in the decision to transfer ownership of the company so that all future profits go directly into environmental causes. That’s what mission looks like when it’s wired into the business — not something said, but something lived.

<h1>A brand’s mission should be a commitment, not a claim. If it doesn’t shape what you prioritise, fund, or say no to, it’s not doing its job.</h1>

Where purpose is your reason to exist, and vision is your destination, mission is your commitment to action. Your mission should clarify what you&#8217;re doing, who you&#8217;re doing it for, and the impact you’re trying to make along the way.
In Neumeier’s framework, this is where differentiation lives. Mission is the space to articulate how you’ll win. It should be measurable, accountable, and adaptable &#8230; but always in service of your purpose and vision.
The most charismatic brands are both creatively consistent as they are strategically coherent. Their purpose, vision, and mission form a system. You can trace a line from what they believe, to where they’re heading, to how they act. In other words, brand congruence.
<ul data-start="3926" data-end="4142">
<li data-start="3926" data-end="3997">
In creative, your campaigns ladder back to something meaningful.
</li>
<li data-start="3998" data-end="4071">
In culture, your team rallies behind a clear belief and direction.
</li>
<li data-start="4072" data-end="4142">
In business. your decisions are filtered through a shared lens.
</li>
</ul>
This is how brands become brand-led. not by putting “purpose-driven” on a pitch deck, but by embedding purpose into every part of the organisation.
But none of this works unless you activate it. Which brings us to the final piece.
Activating the brand means making it felt. They’re for how you design products, brief creatives, train staff, shape customer experience, and show up in-market. When done right, they create brand congruency: alignment between what you believe, how you act, and how you&#8217;re perceived. Congruency is what makes a brand coherent. It’s what makes it trustworthy. It’s how you go from being branded, to brand-led. The inside matches the outside.
Let’s bring it home:
<ul data-start="4843" data-end="5153">
<li data-start="4843" data-end="4937">
Purpose: Why the brand exists beyond profit, often framed as a belief or a cultural role. It’s the soul of the brand.
</li>
<li data-start="4938" data-end="5036">
Vision: Where we’re going. The future the brand is working toward. This is your north star.
</li>
<li data-start="5037" data-end="5153">
Mission: How we’ll get there. The commitments we make in service of both. The commitment to action.
</li>
</ul>

Purpose, vision, mission: clarifying the core of a Brand-led business

Five years ago we launched <a class="kSBUiJRrsOOWKMOBBAaRdPUuGpbtisnNvRqrs " tabindex="0" href="https://www.youtube.com/c/moodontheroof" target="_self" data-test-app-aware-link="">Mood on the Roof</a> as a curated tastemaker series, a platform built purely from passion for advocating the artists we believed the world needed to hear. Our original art direction — inspired by classic Hollywood aesthetics — combined cinematic title cards with a moody, slightly edgy presence on social platforms.
Five years on, we felt it was the right time to give the branding a refresh to maintain the series&#8217; vitality and relevance. We&#8217;ve evolved towards a bolder, cleaner, modern-contemporary aesthetic, while carefully preserving the moody essence inherent to our name and iconic to the series.

Another goal was to make the identity more scalable. The updated design system brings consistency to the way the brand shows up across video title cards, social templates, and the website, making it easier to scale the brand while maintaining its distinct visual language.
We want Mood on the Roof to be known for taste. For high production value. For championing emerging artists before everyone else does. A series where sound matters, where live performance is treated with reverence, and where artists feel proud to be featured. We want to be a trusted name in music culture: part discovery platform, part cultural archive. With our refreshed identity, we signal our continued relevance, and underscore the enduring role we play in spotlighting acts we passionately believe should top everyone’s playlists.

Mood on the Roof gets a refresh

Construction

Science & Technology

Food, Drink & Hospitality

Corporate

Government

Music

Non-for-Profit

Health

Services

Sydney

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Melbourne

In building a better brand eco-system, an important step is being able to guide organisations from Branded to Brand-led. Read through our blog to better understand insights, tips, trends, and take advatange of free resources we have.

Thinking

Resources+news

Brand

Graphic Design

A brand for little ones who live in the sun

Photography

Building an identity for Ned Houston’s long-awaited debut

Video

Designing a culture-led experience for Australia’s presence at the United Nations climate summit

Marketing

Website

Branding a solar disruptor taking on Big Energy

Designing delectable new branding and packaging for new European summer themed eatery.

Branding a CSIRO commercialisation that is revolutionising mineral extraction for a cleaner, more sustainable future.

Amplifying ‘Ta Ta Ta’ in Australia: Fast-Rising Bayanni Taps Jason Derulo for Afro RnB Remix

Unifying athletics in Canberra under a single, recognised brand

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Telly Awards

A documentary showing how the global community helped clean up Tonga after the 2022 tsunami and volcano eruption

Pop siren, Charley performs Paramore’s timeless hit, “Still Into You,” exclusively for Amazon Music.

Modernising A Meaningful Alternative For Today’s Property Investors With Defence Housing Australia

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Pentawards 2023 Shortlist

Branding & packaging the ultimate bubble tea experience

Creating an engaging user experience for Australia’s biggest country music festival

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Webby Awards Nominee

Telly Awards Winner

A night of grandeur with Gretta Ray at the State Library of Victoria for Amazon Music

A new website for Australia’s fastest growing property developer

Hosting the world powers in Sydney to build secure clean energy supply chains

Moody rooftop concerts bringing you your next musical obsession.

Rebranding Australia’s national standards body for medical education and assessment

A series of deeply personal live performance videos with Dan Sultan

Branding a social enterprise with a vision for $10bn of positive impact — towards an Australia transformed.

Visualising which world powers are leading the critical tech race

Challenging An Outdated Brand Vision;  The Y Is For The Younger Generations.

Overhauling a bespoke Brand & web experience

Crafting An Impactful Awareness Campaign Carrying A Vital Message From The Australian Federal Police

A (not so) haunting performance for “Scary Movies”

Driving Brand development & campaigns with the champions of safety

Rebranding an environmentally driven marketplace

Shooting a live performance video at Victoria’s pink salt lakes, with Oliver Cronin.

Driving awareness & participation for BreastScreen Australia

Do it Without Doug – Sport Integrity Australia

Keeping pace with new innovations to support emerging aviation technologies

Creating nation-wide change with the My New Neighbour video campaign

Capturing Sydney’s hazy dusk with Milan Ring for “Sydney Hue”

SacreBleu – Building the French news cultural hub web experience

National Careers Institute – School Leavers campaign

Brand, culture, and vision unlocked

Driving annual revenue and efficiency through marketing & web design

Visualising global disinformation & information operations

Capturing emotion with Sensori+ ‘Joy of Scent’ brand campaign

Application Design and Development

Brand Strategy

Social Media Marketing

Google Ads & Paid Search

Packaging Design

Brand Style Guidelines

Brand Identity

Digital Marketing

Web Design & Development

Video Production

Branding

<a href="https://www.youtube.com/c/moodontheroof">Mood on the Roof</a> began as a way to back artists we believed in. Five years on, we’ve refreshed the brand with sharper content, new art direction, and a system to help each performance go further. More soon.

NEW WORK // We rebranded Sunstrata to evolve their brand into something sleeker, smarter, and more confident—stripping away the clichés of the solar industry to build a sharper identity with real edge.

NEW WORK — Proud to have shaped together the new branding, website, photography, and brand film for <a class="app-aware-link " href="https://www.worldview.org.au" target="_self" data-test-app-aware-link="">Worldview Foundation</a> —a social enterprise creating new futures for Aboriginal and Torres Strait Islander people.

An unlikely partnership with Keli Holiday (1/2 of Peking Duk) and TV icon Karl Stefanovic butchering a cover of a Dolly Parton classic. So <a href="https://www.youtube.com/watch?v=eMc27-PkuMc">here&#8217;s</a> something nobody asked for, but according to Channel Nine, everybody needed.

6x GOLDS from the Telly Awards for our work with Amazon Music, Mood on the Roof and our documentary in Tonga with SPREP.

NEW WORK &#8211; Rebrand with Capital Athletics 💪🏼🏃🥇 
Uniting athletics in Canberra under one singular, recognised brand.

Congratulations to the many creatives on the team for their sweep in the <a id="ember1606" class="ember-view" href="https://www.linkedin.com/in/telly-awards-a50621176/">Telly Awards</a> 2024 for their sweep of wins (including 6x Gold Awards) for our work with Amazon Music, SPREP and Mood on the Roof.

<p class="l-article-header__row l-article-header__row--title t-bold t-bold--condensed" data-href="https://au.rollingstone.com/music/music-news/dan-sultan-julia-stone-fortress-single-49023/" data-title="Dan Sultan and Julia Stone Seek Shelter on New Single 'Fortress'" data-share-title="Dan+Sultan+and+Julia+Stone+Seek+Shelter+on+New+Single+%27Fortress%27" data-share-url="https%3A%2F%2Fau.rollingstone.com%2Fmusic%2Fmusic-news%2Fdan-sultan-julia-stone-fortress-single-49023%2F" data-article-number="1">Out now — we <a href="https://content.mude.com.au/project/a-series-of-deeply-personal-live-performance-videos-with-dan-sultan/">produced 6x live performance videos</a> with Dan Sultan, recruiting Julia Stone for the final single from his new self-titled album.

Proud to have multiple projects nominated for a Webby this year, you can vote for <a href="https://vote.webbyawards.com/PublicVoting#/2023/video/video-series-channels/music">Mood on the Roof</a> &amp; our <a href="https://vote.webbyawards.com/PublicVoting#/2023/video/performance-craft/best-individual-performance">Amazon Original</a> with Gretta Ray.

New music video work with The Rions. We produced a German Expressionist-inspired visual while The Rions&#8217; take on the roles of legendary horror villains, Dracula, Wolfman, The Invisible Man and Frankenstein.

We’ve rebranded. After a couple of years of busy client work, we’ve found time to work on our (little bit neglected) Brand and bring it to a place that accurately reflects the team we are today.

We&#8217;re proud to announce a new national breast cancer campaign with BreastScreen Australia, which you can learn more about <a href="https://www.mude.com.au/project/driving-awareness-participation-for-breastscreen-australia">here</a>.

The Mude team is in Tonga filming a documentary on the Volcano/Tsunami that rocked Tonga-Tapu in early 2022

Snaps with the PM walking into The Sydney Energy Forum, and getting ready for 2 full days of live streaming and photography.

Mood on the Roof is hosting its first international act, Benson Boone &#8211; <a href="https://youtu.be/ulU_e1VJknk">live now</a>.

Layered up for a mid-summer shoot in Kobe, Japan with Kawasaki

Todays office &#8211; filming in Victoria&#8217;s salt lakes with Warner Music Australia

Mude is in Osaka, Japan filming interviews with Panasonic Energy CTO &#8211; Shoichiro Watanabe