Hi there,

Footy’s back in Australia. And so is Lento.

In reality, we never left.

March is when the hard work shows. The pre-season grind is over, and the teams that put in the hours, refined their game plan, and set the standard will stand out.

We’ve been deep in our own pre-season.

And today, I’m excited to introduce the new Lento.

Taking on a rebrand should never be taken lightly. It forces you to strip everything back, question what really matters, and make sure every decision earns its place.

While the world rushes past, we take a different approach—we slow down to think deeply, look beyond the obvious, and push ideas further.

But don’t mistake slowing down for playing it safe. When it’s time to deliver, we go all in.

And now, we’re taking things even further. New ways to create. New ways to push creative boundaries. New ways to bring remote creatives closer.

This is about creating what’s next.

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Why the Rebrand?

Rebrands are often seen as a logo update, a fresh color palette, or a new typeface. But for us, it was bigger than that.

For months, we’ve been deep in it—late nights, long hours, refining every detail, pushing ourselves to make sure every decision holds up. We didn’t just update the visuals. We overhauled everything—our positioning, our processes, the way we deliver, and the way we work.

Lento started as a branding and digital marketing agency, but as we grew, it became clear: our best work, the work that truly sets us apart, was in creative.

The brand identities that stopped people in their tracks. The websites that told a story before a single word was read. The pitch videos, mockups, and creative that helped agencies win big.

That’s where we thrived. And that’s where we’re taking Lento next.

What Makes Us Different?

The Algorithm Is Making Everything Boring.

Same feeds. Same trends. Same recycled ideas, dressed up as something new.

Brands optimize for engagement instead of impact. Agencies play it safe when they should be breaking barriers. We believe creativity has a bolder future, and it starts with pushing ideas further.

That’s what drives Lento.

• We think beyond the algorithm. Creativity isn’t found in engagement reports—it’s in underground scenes, rare books, and unexpected moments that make people feel something.

• We design to make people stop. If it looks like everything else, it’s already too late.

• We think slow to act fast. Strategy comes first. We take the time to get it right—so when it’s time to execute, we move with precision and speed.

• Remote-first, built for agility. A global team delivering creative solutions on demand, working across time zones to keep projects moving 24/7.

With a global team of top-tier creatives, we work across time zones to deliver high-impact creative without delays. Great creative doesn’t happen by accident. It takes the right team, the right systems, and a way of working that cuts through the noise.

Through the Lens of the Designers

The Logotype

We needed something modern, timeless, and effortlessly distinct. After exploring multiple directions, we landed on a refined design—elegant yet adaptable. A subtle detail in the “n” nods to both modern and traditional typography, reflecting Lento’s balance of heritage and innovation.

The Tortoise

We kept what made it recognizable but made it more dynamic and versatile. It works across everything—from standalone icons to embedded brand elements. A refined character illustration gives it personality without limiting how it’s used.

Typography

We moved beyond Aeonik to bring more personality. Conforto became our main typeface—bold yet refined. We paired it with PP Editorial New Italic to add contrast and sophistication. The result? A type system that is modern, distinctive, and unmistakably Lento.

Colors

Our previous palette lacked focus. Now, green is our anchor—confident, clear, and balanced. Lime brings energy, terracotta adds warmth, and dark green gives depth. A system designed for flexibility while reinforcing a strong identity.

What’s Next?

This is just the beginning.

In the coming months, we’ll be rolling out new ways to collaborate, new spaces for creatives, and new opportunities for brands to tap into global creative talent.

Next week, we’re launching Brand Matters—a weekly deep dive into branding, creativity, and the culture that shapes it.

Because everything we do is branding. The brands we build, the stories we tell, the way we experience the world—it all connects. More on that to come next week!

To the team, to our clients, to everyone who’s been part of this - thank you!