This brand is bold and organised. An intelligent and passionate Aries. Loves a sneaky G&T before knock off time on a Friday. And finds joy in taking walks along the river with her pals, debating over who is *really* the victim in ‘Inventing Anna’.

How do you fit one river, four council areas and hundreds of years of culture into a brand? Murrumbidgee Trails is how.

This brand started humbly in 2020 as a collaboration with Assembld Digital and burst into life later that year, ready for holiday road trips, to showcase the very best of Lockhart, Leeton, Murrumbidgee and Narrandera Shires - giant tennis racquet and all.

The refreshed brand for Ipsum Advisors needed to be a little different from your average accountant. The team were interested in working with Minta to refresh a brand that address how much the role of accounting has changed in recent years.