Redesigning Geelong

From the inside out. As Geelong approaches it's 2047 goals, we explore how the city is using creativity to power a positive future.

Read more

Taking sustainability mainstream

With Sir David Attenborough predicting the end of civilisation and 27,000 trees a day being flushed down the toilet, what does it take to make sustainability mainstream?

Read more

Locker room talk. It's just not cricket.

We explore how changing attitudes affected Cricketers Arms' transformation into a brand unshackled from its traditions.

Read more

Fluid Group appoints Alan Morrison as Creative Director

We’re excited to announce that Fluid has appointed Alan Morrison as Creative Director.

Read more


Today your brand needs to develop a distinctive point of view and stay true to this, as you pivot to make the most of opportunities and meet challenges. Fluid is a strategic creative agency that responds to shifts in culture, technology and market conditions to help brands thrive in the new normal.

During 16 years partnering with blue-chip global and boutique enterprises, Fluid has purposefully connected some of Australia's leading brands, corporates and government authorities with their customers and communities.

Born on the Surf Coast, Fluid has studio spaces in Torquay and Melbourne.

Driven process. Not process driven.

The new normal requires new thinking and processes to take your brand to market with speed and certainy -  as well as pivot for tomorrow's competitive landscape.

By working together, we unpack the internal and external influences that impact your brand. We confirm who you need to pursue, influence and engage.

Every touchpoint, no matter how small, is an engagement opportunity, so we consider the entire brand experience by undertaking Customer Journey Mapping - from the customers' first discovery of your brand, right up to post purchase engagement and incentivising social advocacy.

With Empathy Mapping, we build a deeper understanding of key customers -  what their motivations are and what influences their behaviour.

With these inputs we co-create your brand's distinctive Point of View, pressure testing its applicability and durability in real world contexts.

This process consolidates current and future opportunities and roadmaps how to bring to life your brand in response to the new normal. This Fluid Thinking.

What we do

Brand Strategy
Brand innovation
Brand architecture
Brand naming
Brand engagement
Brand experience
Brand environment
Brand packaging
Brand communication
Digital strategy
Digital communication
Digital content
Digital media

Insights - November

The challenges in leading digital transformation

Read more

Insights - November

Does It Pay To Play It Safe?

Read more

Insights - September

The future of business is digital

Read more

Insights - October

Brand learnings from a wedding speech

Read more

Clifton Daniell

Group Creative Director

Mike Beck

Managing Director

Sam Milne

Design Director/ Creative

Anthony Christie

Production Manager

Sally Vurens Van Es

Studio Manager

Karen Jones

Senior Designer

Scott Matthews

Senior Designer

Andrew Firth


Tom Walgers


Lynne Patterson Murray

Account Manager

Eshara Fonseka

Account Manager


If you think you have what it takes to join our team, send us your CV and portfolio and we’ll be in touch.