Rebranding with purposeTurning legacy into launchpad: the Aether Digital rebrand
Aether Digital is a Brisbane-based digital branding studio, formerly known as Moolah Digital. When Katie stepped in as the new owner and lead designer, she wanted a brand that felt like her — something she could confidently run with, that reflected her personality, passions and creative outlook. She brought me on board to help rename and rebrand the business from the ground up.
Together, we created a bold, playful identity packed with personal touches, from Star Wars to her beloved husky, Obi. The result is a galactic-inspired brand that stands out in the digital space and feels unmistakably ‘Katie’. More than just a visual makeover, it marks a fresh new chapter for the business, one that Katie can feel excited to grow into.
Client
Aether Digital
Category
Branding
Illustration
Moolah before
Aether after
“We created a fabulous new brand identity that represents who I am, my skills, my interests and feels authentically me. I feel so much more comfortable about creating and posting as myself now. I feel excited to begin this new journey!”
- Katie, Aether Digitalthe processHow we got there
The approach
We kicked things off with strategy, digging into what lights Katie up. Her love of Star Wars, her husky Obi, baking, the ocean and sharks quickly surfaced as strong themes.
Mood boards helped align our vision, then I developed the logo, illustration style and full identity system — bringing together bold visuals with playful charm that feel unmistakably Katie.
The result
The final brand is galactical, fun and full of personality. It’s helped Aether Digital carve out a distinctive place in the digital branding world and connect more naturally with her audience of creative and professional service businesses.
Most importantly, Katie now feels excited and confident to show up as herself on social media, without feeling like she’s borrowing someone else’s brand. It’s a true “changing of the guard” moment — the start of a new chapter.
“Amy is so easy to work with. She's incredibly helpful and full of ideas and ways to help you articulate who your business is through illustration, colour and design. I found her process easy to follow and always knew what was happening! She asked for feedback for illustrations along the way to make sure her ideas were on-theme and the style was what I wanted. Highly recommend her!”
— Katie M
Director / Senior Designer Aether Digital