About us

We're Virginia and Stu – a two-person studio in Sydney.

Here's what we've noticed after 25-odd years in this game: most businesses don't have a design problem. They've got the logo, the guidelines, the templates. What they're missing is someone who knows how to operate it all – so things still come out a mess, because people don't know what they don't know.

That's the gap we work in. Stu brings the senior design eye, embedded with your team as a fractional design director. Virginia builds the frameworks and tools that make you self-sufficient. We'll tell you what we think (kindly, always) – and we'd rather teach you to run your brand than keep you dependent on us.

Stuart Edwards

I'm Stu. I've spent 25+ years founding and running design companies – Toowards, which grew from my bedroom to a team of 14 in the Sydney CBD, then Gency – and these days I embed with client teams as a fractional design director. Full branding, data stories, animation: the senior design judgement of a creative director, at whatever cadence your business actually needs.

I'm a natural empath, and I ask a lot of questions – because what drives people's behaviour is where good design starts. The work I care about most is the kind your team can keep using well after I've left the room.

Away from the desk, you'll find me on the golf course, in the members stand at the SCG, or at home playing referee to three progeny. Always up for a cold beverage and a chat (or some Ultimate Frisbee), so please reach out.

Virginia Edwards

I'm Virginia. I run the half of the studio you don't see – strategy, operations, and the systems that make the design work.

My background is deliberately broad: publishing, education, product development, online retail, communications, health admin, and a solid streak of tech geek. It means I've usually seen a version of your problem before, just wearing different clothes.

These days most of my energy goes into making brands genuinely self-sufficient – building the frameworks and AI-ready tools that mean the work Stu creates gets used properly, by your team, every day, without us hovering. I'd rather hand you a system than a dependency.

Outside the studio: strong coffee, three kids, one dog, and not nearly enough quiet.