( ODYSSEY )
Every question
answered before
the phone rings.
Odyssey builds premium fitouts for the Toyota Troop Carrier out of a Fremantle workshop. Every customer needed every feature, finish and option explained, one call at a time, and the team’s time had become the bottleneck. I led the strategy, naming, brand, copy, UX and creative direction. The team at The Start built the site and 3D configurator.
Client
Odyssey Fitouts
Location
Fremantle, Australia
Services
Brand Positioning, Brand Identity, Design System, Marketing Collateral, Digital Design, Social Media, Art Direction
Year
2026
( The tension )
A PLACE TO WORK IT OUT
Toby’s idea was simple: give customers a place to work it out themselves, especially for flatpack builds. For that to work, the site had to answer questions the way the workshop does. Plainly, and with the warmth that built Odyssey’s reputation one build and one referral at a time.
( The insight )
TWO CUSTOMERS, ONE SYSTEM
It ran as a sequence, each step setting up the next. A workshop session found two customers with genuinely different needs: one wanting a fully custom build shaped around a specific trip, one wanting a considered system they could configure themselves. The strategy gave both a place, through archetypes, audiences, taglines and a voice the team could use. The brand turned it into a system, from the moon-and-track mark to naming the range Presets. The configurator is where all of it became something customers use.
( The idea )
One clean mark, not a scene.
The moon became the O, wherever you are is the destination.
The mountain road became a single track, the adventure you leave behind.
BUILT FROM WHAT THEY LOVED
The starting point wasn’t a blank page. Odyssey already had a mark they loved: a moon over a mountain road, built into the original wordmark. It carried the right meaning but couldn’t scale, too detailed for a stitch or a keyring, too close to marks half the industry already uses.
I pulled two ideas out of it and let each stand alone. The moon became the O, wherever you are is the destination. The mountain road became a single track, the adventure you leave behind. One shape, not a scene, small enough for a rivet stamp, large enough for a vehicle door.
( Crafting the identity )
A SYSTEM, NOT A LOGO
The identity was built modular from the start rather than adapted for scale later. A mark that holds up on a vehicle door, a shirt, a keyring or a technical manual cover was the brief I set myself, because a workshop with ambitions beyond one vehicle type needed a system that could travel before it had anywhere to go yet.
PRESETS, NOT MODELS
Naming the product range “Presets” over the more obvious “Models” was a small decision with a large effect. It reframes the offering as something to choose and collect rather than something to be sold. Build codes stay visible underneath for the technically minded customer, but the customer-facing language treats each build like a considered configuration, not a spec sheet.
GUIDELINES BEFORE THE SHOOT
Photography and content guidelines were written before a single frame was captured, so the brand holds up in every shoot, even when I’m not behind the camera. That discipline is what let the identity extend cleanly into print, signage and every piece of marketing that followed launch.
THE DIGITAL EXPERIENCE
Odyssey needed an online experience that could carry the weight of a genuine specification tool: pricing, build variants, technical detail, without losing the workshop warmth that built their reputation in the first place. We took a build-first approach, designing the configurator as the centre of the site rather than a feature bolted onto it.
Much like the workshop floor itself, the objective was to let the craft speak plainly. Layout, type and pacing create a considered, technical experience that never tips into cold or corporate.
AI IN THE LOOP
On paper, a configurator that covers every possible build needed more than 1,200 complete renders. I worked the problem with AI in the loop until it came down to about two dozen module-level components that combine into every build. Specs, option pop-ups and configurator copy were drafted the same way, inside the brand rules I’d set, then checked line by line by me and the Odyssey team before anything went live.
Impact
BUILT TO HOLD MORE
Odyssey launched in August 2026 with a brand system built to hold more than the Troop Carrier it started on, and a configurator the team now sells with: online, in sales calls and in person.
NEW BUILDS SLOT STRAIGHT IN
The team now walks customers through builds in the configurator, on calls and in person. When they added a half-boot build, it went straight in.
“Working with TON is an absolute no brainer, you’ll learn so much about who you are as a brand and the outcome is hugely rewarding. A huge celebration of the brand we have built and the work that we do. Clint is not only an absolute weapon at what he does, he’s an all round epic human being and an absolute pleasure to work with.”
Toby Bryant, Director, Odyssey
( takeaway )
A brand that’s got people talking, that people remember from their first interaction and a website that works as a tool, not a brochure. It saves the team time on the phone, helps customers decide for themselves and fall in love with a build they worked on themselves, and new products easily slot straight in.
Credits
Client
Odyssey Fitouts
Industry
Outdoor
Location
Fremantle, Australia
Year
2026
Deliverables
Brand workshop, Brand Strategy, Identity System, Photography & Content Guidelines, Photography, Website, Configurator, Print Collateral, Signage
Strategy, naming, brand, copy, UX and creative direction
Clinton Sutherland, TON Studio
Website and 3D configurator build
The Start
Cinematography
Ryan Kestle, Ruth Emma