Cato Brand Partners

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Overview

10 - 49

Employees

1970

Year Founded

ABOUT CATO BRAND PARTNERS

Designing tomorrow's brands since 1970.

Cato Brand Partners is a prominent global company specializing in corporate identity and design management. Based in Melbourne, Australia for 50 years and with a 30-year history in New Zealand, we operate in 13 countries. Our founder and Global Creative Director, Ken Cato, is a renowned designer on the international stage. Since 1970, we have established our reputation through compelling storytelling and by utilizing our impactful Broader Visual Language framework (BVL) to enhance the design presence of businesses and brands in over 100 nations. We collaborate closely with our clients to grasp their business strategies, adopting a multi-faceted approach that takes into account their environments, markets, customers, and future prospects, all to bring their vision to fruition and create a distinct presence in the marketplace.

Languages Spoken

English

HIGHLIGHTS

10 - 49

Employees

1970

Year Founded

Services

Focus

Industries

Clients

Services Provided

25% Brand Identity Design

15% Brand Guidelines Development

10% Graphic Design

25% Customer Experience (CX) Strategy

15% Business Model Design & Validation

10% Go-to-Market Strategy

About the Team

OUR STORY

Established in 1970 and headquartered in Docklands, Victoria, Cato Brand Partners has been crafting impactful brand identities for over five decades across more than 108 countries. As a design-driven global branding firm, they transform business strategies into compelling, culturally resonant communications that bridge language and cultural divides. Their expertise spans design, positioning, strategy, identity development, storytelling, digital experiences, packaging, environmental design, and brand management, ensuring a comprehensive approach to building unmistakable market presence. Notably, founder Dr. Kenneth Cato AO created the iconic Australian Made kangaroo logo, a symbol of national pride and economic growth for 40 years. Dedicated to making brands relevant, visible, and measurable, Cato Brand Partners continues to champion creative excellence and strategic storytelling worldwide.

Portfolio

Zhi Feng Tang building facade

Unknown

Cato's initial engagement with Zhi Feng Tang (the bee specialists) in 2011 was driven by the necessity to transform the brand's identity to reflect both the original product sources and the introduction of new products made from plant materials. Back then, the company exclusively offered products sourced from bees, such as honey, propolis, pollen, and royal jelly. The scope of the project expanded from focusing on the original brand identity to encompass all facets of the company's resources, including sub-brands, various packaging designs, store layouts, marketing materials, roadshows, new product initiatives, community outreach programs, educational television set designs and titles, as well as the aesthetics of the corporate headquarters and interior spaces, product information and sales areas, and the concept and architecture for a bee museum and its gardens. The main building and factories integrated the core products and corporate brand messaging to enhance brand visibility and recognition. The factory complex now conveys a compelling brand narrative to employees and visitors alike.

Zhi Feng Tang Hive Museum

Unknown

Cato suggested creating a museum to celebrate the origins of Zhi Feng Tang products and to promote the significance of bees in the ecosystem. The idea of constructing a golden beehive arose from the available land between the factory and the headquarters. The bees' remarkable intelligence and their abilities as architects and builders inspired the museum's design and connected it to the essence of the brand.

Bank West

Unknown

After R&I Bank rebranded itself as BankWest, it embraced a symbol inspired by the security features and calligraphic designs seen in banknotes and financial documents. This idea served as the foundation for a comprehensive visual identity that enabled the organization to unify its printed materials, employee attire, and the architectural design of its corporate headquarters.

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