Era Advisory
Shaping outcomes that endure
Originally a small, founder-led consultancy, ERA had grown significantly in both scale and scope—but its name hadn’t evolved with it. What began as Emma Riley & Associates had become a corporate-sounding acronym, disconnected from its origins. More importantly, it no longer reflected the depth, values, or ambition of the business. As the team expanded across disciplines, ERA needed a brand that matched its strategic clarity and growing influence.
Unearthing a bigger story,
hidden in plain sight
Rather than discard their original acronym, we strategically repositioned it as Era—a single, elegant word resonating with ideas of legacy, transition, and future impact. This subtle yet powerful shift immediately clarified Era’s purpose, reframing their offer around strategic advisory and enduring outcomes. Moving from ‘E-R-A’ to ‘Era’ elevated the brand from a collection of letters to a meaningful and memorable expression of their core intent.
A dynamic identity
A recurring challenge in the sector is how to visually express the breadth of services without defaulting to generic icons or tired stock photography. We tackled this head-on by creating a flexible system of abstract, modular symbols—each one hinting at connection, collaboration, and layered expertise, without being overly literal or discipline-specific.
To signal warmth and evolution, we also refreshed Era’s existing brand blue, injecting it with energy and approachability. Together, these elements form a distinctive and confident visual language—one that allows Era to show up with clarity across planning, environment, and stakeholder engagement.
MULCH TEAM
SAM MOFFAT
TOM WALKER
VIDEOGRAPHY
THE HUMAN STORY
PHOTOGRAPHY
JESSE HUNNIFORD
“Mulch helped sharpen our brand and articulate our purpose with clarity and confidence. Our new identity reflects the quality that’s always been there – and showcases the world-class talent we’re proud to have right here in Tasmania.”
