Percept
About the Company
Percept Brand Design is a Sydney-based creative agency specializing in branding, packaging design, visual communication, and digital design. The company’s mission is to help good brands become great with strategic creative solutions. It employs ten people and has collaborated with notable clients such as the Australian Government and Sennheiser.
The agency prides itself on balancing business success with employee satisfaction and work-life harmony. Unlike conventional firms, Percept emphasizes a non-toxic work environment where unpaid overtime is not standard practice. This focus extends to clients, building strong relationships based on mutual respect and value-driven results.
Percept operates with a clear philosophy: the business serves life, not the other way around. Jenkins designed the company structure to ensure personal freedom and a focus on delivering high-quality projects while maintaining a sustainable work culture.
Idea Behind Company
Jenkins began Percept in 1997, seeking independence and a career in design. His vision was inspired by a desire for autonomy, a balanced lifestyle, and the creation of a non-exploitative workplace. This personal goal shaped the agency’s emphasis on employee well-being and flexibility.
Rather than focusing on innovation or gadgets, Jenkins concentrated on offering strategic design services. His self-confidence and early successes in the design industry fueled his ambition. By bypassing traditional education pathways and gaining real-world experience, he built a foundation of skills and resilience.
The lack of emphasis on geographic location allowed the agency to optimize productivity. Jenkins chose not to work in the city, favoring shorter commutes and more time for family, friends, and self-care. This decision reflected his broader focus on internal company culture over external appearances.
Creating the Company
Starting as a sole trader under the name EyeScream, Jenkins bootstrapped his business with a $20K personal loan intended for a car. Using this money, he bought essential equipment like an Apple Mac and set up a home studio. Despite limited resources, Jenkins leveraged personal relationships to attract his first clients.
In the early days, his marketing efforts were unorthodox, relying on word of mouth and informal networking. With no website or formal plan, Jenkins secured projects through acquaintances and recommendations. Initial clients included small businesses that grew into long-term relationships.
Jenkins focused on building an agency where creativity thrived without corporate pressures. Over time, his commitment to sustainable practices and a people-centered approach attracted both talented employees and appreciative clients.
Launching the Business
Percept launched without a formal strategy, relying on Jenkins’ network to secure initial projects. The focus was on delivering exceptional value to build a strong reputation. By underquoting and overdelivering, Jenkins established trust with early clients, which led to word-of-mouth referrals.
Financial challenges characterized the first few months, with Jenkins supplementing income through freelance work. Opportunities arose serendipitously, such as elevator pitches and connections with past clients, which provided key projects for growth.
As the agency expanded, Jenkins hired employees and moved into a dedicated studio. Despite the growth, he remained true to his vision of organic development, prioritizing integrity and client respect over aggressive sales tactics.
Earnings
Today, Percept generates $1.5M annually and attracts high-profile clients like DuluxGroup and Rio Tinto. Its success stems from strategic pricing changes that increased profitability and improved project quality. The agency now charges premium rates for comprehensive design solutions, attracting larger budgets and higher-caliber clients.
This financial stability has allowed Jenkins to recruit top industry talent, further enhancing Percept’s reputation and service offerings. The agency evolved from delivering aesthetic designs to offering strategic advice that transforms businesses.
The company’s sustainable approach has enabled consistent growth while maintaining Jenkins’ original vision of independence and quality of life. By focusing on strategic goals and refining its business model, Percept continues to thrive in a competitive market.
