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.


Brand Colors

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

Base Colours
Primare Colours
Secondary Colours


Primary Gradient
#2CC6FA - #1F89E9
#5985F8 - #00B9D7
Secondary Gradients
#FF43A4 - #FFA63E
#8C48E6 - #3757A6
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.

Heading Typography Should Be Set Like This.
All caps regular for subtle accents + Sub Heading

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


Design Direction and Colour Balance

The 5X5 brand’s colour scheme and visual tone adopt a nuanced approach to the use of primary and secondary colours, varying their application based on the medium. In social media posts, there is a generous use of the secondary colour palette, lending a fresh, dynamic feel that pairs with a more experimental approach to typography. This creates engaging and eye-catching content that stands out in the fast-paced realm of social media. Conversely, in primary marketing design elements such as websites, print materials, and other long-standing items, the focus remains on the primary colour palette, ensuring a consistent and strong brand identity. These designs maintain a clean yet vibrant aesthetic, while secondary tones are incorporated sparingly to complement the primary colours without overwhelming them. This balanced approach to colour usage ensures that 5X5 maintains a cohesive and memorable brand presence across all platforms.

Primary Marketing Design Direction:
Social Media Design Direction:

Design examples

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!



Get a Quote

Share This

Select your desired option below to share a direct link to this page