brands with
depth
A well-built brand should carry the weight of the business behind it, and shape how people understand what you do, why it matters, and why it deserves to be chosen. That thinking sits at the core of every project we take on, and it is where our work begins.
Founders and leaders partner with us when the brand needs to hold together across every part of the business, and when they want a trusted partner to shape the bigger picture with them. Our clients come to us for the depth of thinking, the level of craft and the strategic partnership behind the work.
The result is a brand with clarity, presence and staying power. A brand that supports the business commercially, resonates emotionally, and leaves the right impression across every touchpoint it lives in through strategy-led design and bold storytelling.
Tushae is led by Creative Director and Brand Strategist Shae Robbins. Over 17 years of working with hospitality and lifestyle brands, Shae has built a practice grounded in strategic thinking, considered craft and the belief that the strongest brands are built at the intersection of both. She is an award-winning designer and educator whose work has shaped identities for global brands, independent founders and everything in between.
This is the perspective Tushae is built on. The work is grounded in how brands actually behave in the world, informed by what the industry is moving toward, and shaped by an experience-led understanding of both the commercial reality and the emotional weight of a well-built brand.
Shae leads and works on every Tushae project personally. That is a deliberate choice, and the reason clients partner with the studio rather than a larger agency.
Kern by eye. Dissect the whole brief. Trust the idea, then strategise it. Reply in full sentences. Underline the good bits. Always reject AI Design.
Old restaurants and new ones, closely. Second coffee. Electric thunderstorms. Send the compliment. Look up when someone walks in. Pat every dog, especially the French Bulldogs.
Nice to meet you.
Strategy
Brand Analysis, Research and Benchmarking
Brand Architecture
Brand Positioning
Brand Narrative and Story
Brand Naming
Positioning Lines and Taglines
Tone of Voice
Brand Guardianship
Wayfinding Strategy
Social Media Strategy
Marketing Strategy
Branding
Visual Identity Systems
Logo Design and Wordmarks
Typography Systems
Colour and Materiality
Photography and Image Direction
Iconography and Illustration
Brand Guidelines and Systems
Sub-brand and Product Line Identity
Interior Brand Integration
Creative Direction, Consulting and Mentorship
Digital
Website Design and Development
User Experience and Journey Design
App Design Look & Feel
SEO Strategy and Copywriting
Digital Campaign Design
Email and Newsletter Design
Digital Guidelines and Templates
Ongoing Digital Support
Analytics and Refinement
Brand Rollout
Signage and Wayfinding
Environmental Graphics
Menu and Print Design
Packaging and Product Materials
Sales Suites and Marketing Collateral
Event and Launch Assets
Hospitality Touchpoints
Uniforms and Branded Objects
Ongoing Rollout and Production Oversight
Our core clients are hospitality and lifestyle businesses including restaurants, bars, hotels, clubs, lifestyle precincts, property developments across retail and residential, food-led retail, wellness businesses, members clubs, retail concepts and design-led product brands. Some are at concept or pre-opening stage, whilst some are established and repositioning. What they share is an ambition to build a brand with depth, distinction and long-term commercial impact.
While hospitality and lifestyle are where the majority of our work lives, we work with businesses across all industries and sectors when the project feels aligned. Experience-led is how we shape every brand we build. It is our approach, not a category the client has to bring us.
Get in touch with us to see how we can shape your brand.
Shae leads every Tushae project directly. No part of the work is outsourced to junior designers or offshore teams, and it never will be. This is intentional. Our clients partner with us because they want the studio’s founder and strategic lead across their brand from the first conversation through to final delivery, and that is exactly what they get. When specialist support is needed for a specific part of the project, we bring in trusted collaborators who are the highest level in their field. The relationship, the strategic thinking and the creative direction stay with Shae throughout.
The studio is based on the Northern Beaches in Sydney, working with clients across Australia and internationally. Most of our work happens through close conversation rather than location, so the studio travels to project meetings, site visits and launches when it matters.
The best place to start is by applying through our Get Started page. Shae reads every enquiry personally and replies within two business days. If the project feels like a fit, the next step is a short introduction Brand Discovery call to talk through scope, timing and how we would approach the work together.