Brand identity guidelines

How we can rock’n’roll and stay in sync


Brand Identity — The Way We See It

Our ‘brand role’ is a simple and powerful statement that guides everything we do. Including how we look, think and talk to the world.


We believe in making a difference by being a business for good in our community, helping each client share their magic online, developing leaders in our organisation and having some fun along the way.


Custom design completely unique to you.
Design geared around conversion.

Open source WordPress build. Fast, lean and secure. Putting you in securely in the drivers seat.

A guaranteed 5 star experience or your
money back.


Solid Colors

Please note: Colours can be broken down into percentage accents for lighter colour options where needed.

Primary Colours

RGB (50, 62, 72)


RGB (0, 185, 215)

Secondary Colours

RGB (55, 87, 166)


RGB (40, 220, 154)


RGB (233, 236, 239)


Primary Gradient
Gradient 1
#2CC6FA - #1F89E9

RGB (50, 62, 72) - RGB (31, 137, 233)

Accent Gradient (Use sparingly)
Gradient 2
#5985F8 - #00B9D7

RGB (89, 133, 248) - RGB (0, 185, 215)

Subtile gradients
Not for print.
Not for print. Limited use preferred.







Our font styling

We keep it clean and simple when it comes to fonts.


Our primary heading and body font family Montserrat was chosen to emphasise credibility, versatility and timelessness reflecting our product values.

Headings are to use a sentence case styling like this.


Design examples

Visual direction

We express the brand through simplicity, negative space, large typography and punches of colour. The below examples will assist with understanding our visual tone with more complex artwork compositions.

Tone of voice

How we communicate

We’re a process driven organisation, and with process comes clarity and this is how our brand is visually communicated.

We deliver a combination of stunning design, robust technology and content that converts. A robust team of 35, Five by Five has an expert for all aspects of digital marketing! We help businesses share their magic online, get a stack more leads which flow in and give the confidence to have an even more successful business.

The type of language we use at Five by Five is integral in having a consistent personality and tone of voice across all marketing platforms. The essence of our brand can be summarised in the below words:

  • Witty
  • Fun
  • Professional
  • Inspirational
  • Growth
  • Action-orientated
  • Results driven
  • Accessible
  • Authentic
  • Capable
  • Collaborative
  • Dynamic
  • Experienced
  • Fearless
  • Knowledgeable
  • Positive
  • Passionate
  • Polished
  • Strategic
  • Trustworthy
  • Youthful

Five By Five is a young, quirky professional with a great sense of humour and who knows their stuff. We get your website done quickly and efficiently, plus we have fun along the way!

You’ll see this tone of voice reflected in all our copywriting marketing from our EDMs, blogs and social media captions, through to the other areas of our marketing like Instagram reels.

  • Great looking, high performing websites
  • Complete Digital Solution
  • Burger with the Lot
  • Fully customised web and digital strategy
  • Digital presence
  • Digital asset
  • Content that converts (copy)
  • Boost your traffic
  • More leads and enquiries
  • Results driven
  • The pieces of the puzzle (sitemap)
  • Australia’s highest rated web designers
  • Thousands of websites delivered
  • Five star experience
  • Co-pilot approach
  • Sharing your magic

Five by Five’s personality can be likened to that of Elle Woods, from Legally Blonde – coming from left field here aren’t we?! All of our communications need to be spoken or read in the tone of being light-hearted but knowledgeable, witty but polished and finally, youthful but professional.

We resonate with Elle Woods as she is extremely diligent and hardworking in her profession (what, like it’s hard?) but personally, she is youthful, witty and authentic. We are a confident company that can be any business’ trusted digital partner and as Elle Woods would say; “You must always have faith in people. And, most importantly, you must always have faith in yourself.”

We are known for:

Custom design, completely unique to each client. Design geared around conversion.

Thousands of websites delivered with a clear track record for success and a predictable outcome.

Open source WordPress build. Fast, lean and secure. Putting each client securely in the driver’s seat. housands of websites

A guaranteed 5 star experience or the client’s money back. delivered with a clear track record for success and a predictable outcome.

Five by Five: to be used when communicating our name publicly and formally – i.e. across all marketing materials including print, website and media articles.

Note: each Five starts with a capital letter and by is lowercase.

5X5: can be used when communicating internally with clients, team and suppliers in emails and meeting invitations. This is used in a more casual setting and usually once a client or partner has met us and is familiar working with us.

Note: 5 is a digit and the X is a capital letter. No spaces.

“Sharing your magic”
Have the courage to share what makes you great.

We help our clients share their magic online and by doing so, double their traffic and leads in under 6 months while maintaining a site they are super proud of. We use great design, robust technology, content that converts and have award-winning customer service.


  • Results
  • Having Fun
  • Transparency
  • Respect
  • Accountability
  • Integrity
  • Sustainability
  • Honesty

Our clients are small to medium businesses that are turning over $1 million in revenue located all around the world, who are in need of a trusted digital advisor who understands their business and communicates in plain English.

We like to think if we ran into our clients at the pub after work, we would stop and have a chat and a drink with any one of them!



Holly Turkington
Content Creation Genius

Holly started her career in Television production for Sky Sports in New Zealand, after completing her degree in Television and Journalism. After moving to the sunny Gold Coast 4 years ago, Holly branched out into the world of digital marketing and content creation.

Writing subjects were always Holly’s favourites through school and uni and when she

started working at Five By Five as an SEO copywriter, her Mum said she had “come back
to her roots”. With more than 200 blogs on every subject imaginable under her belt,
Holly is equipped to handle any client content thrown her way!

Holly is a big fan of reality television and our resident Kardashian expert.

Pre-Covid she was a bit of a jetsetter and would catch more than 30 flights a year. Her favourite thing in the world to do is eat, chat, share ideas and most of all, laugh!


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