Welcome to Brand Matters

Because. Everything we do is branding.

Branding is everywhere. It’s not just in the logos, the ad campaigns, or the perfectly curated Instagram feeds.

It’s in the way a city makes you feel the second you step into it. It’s in the choices we make every day, whether we realize it or not. It’s in the music, the culture, the teams we support, the brands we rep, and the way we tell our own stories.

It’s why some ideas stick and others disappear. Why some brands move people, and others feel like noise.

I started Brand Matters because I’ve spent my life fascinated by these ideas - how branding shapes culture, and how culture shapes branding.

Now that you know what this is

Here’s a bit about me

I’ve never been that amazing at sitting still. I’ve spent years building brands, working with companies to define who they are, and figuring out what makes people connect. But I’ve also spent a lot of time moving - across countries, across industries, across ideas - trying to understand the bigger picture.

Some random facts about me:

Founder & CEO of Lento Agency - A global creative agency built for brands that refuse to blend in.
Walked 900km solo across India for mental health, a project I set up called Walking the Walk.
Remote work enthusiast - Traveled to over 50 countries while proving you don’t need a fixed location to do great work.
Spent six years living in Argentina – a fortuitous trip to fall in a love with a country. Met my wife here. Thanks Bumble.
Born and raised in Australia - “Yea, nahh”, “Nahh, yeaa”
Sports & Fantasy Sport tragic – If there’s a rugby league game on, I’m probably watching, analyzing, or regretting my fantasy picks. Way too deep in it at the moment 🤓

What This Is Really About

I’m excited to see where this goes.

I see Lento as more than a global creative agency - we’re a lifestyle, a shared vibe, and a tight-knit creative community. I want to use this as a space to connect, talk some shit, show off some cool designs, stand for something, and share my experiences along the way.

There’s no agenda here. No overcomplicated frameworks or marketing guru nonsense. Just a space to break down branding, culture, and creativity in a way that actually makes sense.

So, expect a bit of everything:

Brand & Culture Insights: The campaigns, trends, and industry moves shaping what’s next.
Designs from the team: A look behind the scenes at the work we’re creating, the process behind it, and the thinking that brings it to life.
Creative Spotlights: A deep dive into the brands making an impact (and the ones that aren’t).
Internet & Culture Trends: How online moments, shifts, and subcultures influence branding in real time.
The Unexpected: Branding in places you wouldn’t think to look—sports, travel, music, and the spaces where culture and commerce collide.
Remote Work & Creative Freedom: The future of work, the shift toward flexibility, and how creativity thrives outside the 9-to-5 grind.
Wellness & Balance: Because being great at what you do means looking after yourself, too. Creativity isn’t just about ideas—it’s about sustainable energy, mindset, and balance.

The People Behind It

This isn’t just me. Lento’s creative team will be contributing to Brand Matters—bringing their own perspectives, insights, and experiences into the mix. We’re a team of designers, strategists, writers, and filmmakers, all coming from different corners of the world. That global perspective is what makes Lento what it is, and it’s what will make Brand Matters unique.

This will evolve. It will grow. And I want it to be more than just a one-way conversation.

So, if you’re here for big ideas, real conversations, and branding that actually matters—you’re in the right place.

Welcome to Brand Matters.

What’s Next

When You’ll Hear From Us

You can count on a fresh edition every Thursday at 3 PM—right when you need a dose of creative inspo to kickstart your week.

Some weeks, there’s more to say. When that happens, you’ll get a bonus drop when you least expect it—just enough to keep things interesting.

Stay in the loop

Some say you should never assume. Well, I’m assuming since you’ve made it this far, you’re kind of into what we have to say. I’ve made it easy for you—just scroll down, hit subscribe, and you’re good to go.

Let’s create what’s next together

Being part of Brand Matters comes with more than just great content. Here’s what’s in it for you:

Special Deals: Exclusive partner offers just for subscribers.
Book Time with Me: Priority access to my calendar for free brand consultations.
Promote Your Business: The opportunity to advertise with us.

Looking forward to building something great together.

Catch you in your inbox

Tom 🐢