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From ASB to Look Brilliant: A new chapter

After 30+ years, we’ve rebranded from ASB to Look Brilliant. That phrase started as a promise, but it's become central to who we are. Our new tagline sums up everything we stand for: Merch that matters.

  • 2nd Sep 2025
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  • Category Brilliant news
From ASB to Look Brilliant: A new chapter

Back in 1992, our founder started this business from a sleepout at the back of his Perth home. It was small, but big with ambition. We were called ASB Marketing. Fast forward over 30 years, and we’ve grown into a national team with offices and showrooms across Australia. We’ve developed long-standing partnerships with trusted suppliers, as well as clients who’ve counted on us to bring their brands to life. Along the way, we became carbon negative, achieved B Corp certification and kept raising the standard for branded merch. Now, we’ve taken our biggest step yet, rebranding to Look Brilliant.

A name born out of a promise

You might have known us as ASB Branded Merchandise. In that case, you probably knew our old tagline. That phrase started as a promise, to make brands look brilliant. Over time, it became a core part of who we are. So, we made it our name. And to carry us forward, we’ve added a new tagline. It sums up everything we stand for: Merch that matters.

Why the change?

The world has changed, and we’ve evolved with it. Branded merch has moved beyond ordinary giveaways. Today, merch is about creating memorable moments for your brand, through products that people love, keep and use. It’s about displaying your brand and values in every product you put your name on. Our new identity better reflects who we are today and where we’re going. We’re a creative, sustainable and values-driven agency, helping brands shine with impactful merch.

Merch that matters

Everything we do comes back to our mission:

By creating thoughtful, quality products, we make brands look brilliant and leave a greater impact—on people and the planet.

Our vision is to redefine branded merch, turning forgettable throwaways into meaningful brand experiences.

And at the heart of that mission and vision are our values: made to matter; collabs, not checkouts; creativity with a kick; and look brilliant, do better.

Guided by these principles, we’re ready to take branded merch further than ever before.

Looking ahead

From humble beginnings as ASB Marketing, through to ASB Branded Merchandise and now a bold new identity as Look Brilliant, we’ve come a long way. We’re still the same people you know and trust. We just have a new name, sharper look and renewed drive to keep leading the way in branded merch. So here’s to the next 30 years of doing what we do best, making brands look brilliant with merch that matters.

Experience the difference of merch made with purpose; explore our website and get in touch to see what's possible for your brand.

After 30+ years, we’ve rebranded from ASB to Look Brilliant. That phrase started as a promise, but it's become central to who we are. Our new tagline sums up what we stand for...

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