In their words
Brassfern is a concept studio, so the coverage below is fictional — illustrative of the kind of work we would want to be known for. No real awards are claimed. The boilerplate, facts and assets are real enough to copy.
“Brassfern’s Hearthbrew work proves brand systems can feel hand-grown and ship like software.”
“Their Friday-demo ritual should be mandatory across the industry.”
“The rare studio that talks about cart abandonment and kerning with equal reverence.”
“A studio that publishes its homework — checklists, evals and all.”
- Founded2014, Surry Hills, Sydney
- Team~45 across AU/NZ, Singapore, London
- DisciplinesBrand, websites, product, e-commerce, AI, growth
- ModelSmall senior squads, fixed-scope sprints, retainers
- Tagline“Software with a heartbeat.”
- EntityBrassfern Pty Ltd (fictional)
Short — 35 words
Brassfern is an independent digital product studio in Sydney. Forty-five designers, engineers, strategists and writers build brands, websites, products, e-commerce, AI features and growth programs for clients across four time zones. Software with a heartbeat.
Long — 91 words
Brassfern is an independent digital product studio founded in 2014 in Surry Hills, Sydney. The studio’s forty-five designers, engineers, strategists, writers and growth marketers work in small senior squads across Australia, New Zealand, Singapore and London. Brassfern designs and builds brands, websites, digital products and e-commerce storefronts, ships responsible AI features, and runs growth programs measured in outcomes rather than decks. Clients range from specialty coffee roasters to climate-data platforms. The studio remains independent, publishes its methods in an open journal, and demos work every Friday. Tagline: “Software with a heartbeat.”
The Lab opens its bench
Every experiment now ships in public — working mini-products, not screenshots. Twenty-plus and counting.
Salary bands, published
Every role at Brassfern now lists its band on the job page. Candidates shouldn’t need to negotiate blind.
We rebuilt our own site in the open
Tokens, type specimens, machinery and mistakes — the whole making-of is on the colophon page.
London desk opens
Four time zones, one standup. Sydney, Auckland and Singapore gain a European sibling.
Fieldnotes passes ten thousand readers
Our occasional letter on craft and growth crosses five figures. Still no growth hacks in it.
Brassfern turns ten
A decade independent. Still no investors, still shipping on Fridays.
The fern and the wordmark, as SVG. Take them; just follow the house rules below.
Please do
- Give the fern clearspace of at least one frond-width on all sides.
- Use the ink, paper or brass versions exactly as supplied.
- Scale freely — everything is vector.
Please don’t
- Stretch, rotate, re-stroke or re-space the fern.
- Retype the wordmark — it’s set in Fraunces, not a lookalike.
- Place the mark on busy photography or off-palette colours.
Writing about the studio?
We answer media enquiries quickly and honestly — including the awkward questions about being fictional.