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It's time for a change

Photo of James Richardson

James Richardson

Co-Founder & Partnerships

Posted: 25 Mar 2020

There has been something we've kept a little bit quiet.

It's hard to believe it, but Optimising is celebrating 10 years since we established our business.

It's easy to get caught up in running the business and working for our clients, and forget to sit back and celebrate these achievements.

When we started the company back in 2008, we had no idea where we would end up (and we were both young enough to not be too worried about where that was).

Now in our official 10th year, we have a much more clear sense of identity as a company, both in terms of the work we do, what we stand for, and most importantly, our people.

When we established the brand, we stood for nothing, had no customers, and to be honest, we had no bloody idea about much at all.

We decided now was a great time to do a full brand refresh, starting with our logo.

What we knew we wanted was:

  • Something modern and more timeless
  • Something that better represented who we are
  • Something simple and stylish that would work well with everything we do



The designer tried to create something not like the standard logo with a word and identity symbol.

The indent on the ‘O’ represents what you would usually see in a chart or graph; some might say it's the upwards trend of our clients' website traffic!

What now?

We are going to start the roll-out! It's going to be a decent sized job so you will start to see it happening quite gradually.

What we're most looking forward to is a big change in our website with a full revamp.

Watch this space!

Photo of James Richardson

James Richardson

Co-Founder & Partnerships

Working in the SEO industry for many years alongside some of Australia’s biggest brands, James started his online career running online Sports Fan sites, as well as cutting his teeth on several successful eCommerce brands and content sites.

Previously holding various senior roles across the Sales and Marketing teams for ASX listed companies, he went on to found Optimising with Daniel and is proud he has helped mould it into one of Australia's leading SEO agencies.

When he’s not in the office he’s at home having pretend tea parties, or building a cubby house in the lounge room with his three young girls.


We value purpose over profit and take action.

Our values and beliefs have always set the tone and approach to our business. It's not just enough to grow as a company and produce profits, we have a global responsibility to make our economy more inclusive and sustainable. As both a B Corp and a member of 1% for the planet, we have further cemented this purpose within our organisation.

However, our work isn't done quite yet. For Optimising, this is simple the start of our journey towards building a better business and world!

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