In the Beginning.
Monocle was built out of an absolute desire and obsession with digital media and design. Our founder, Ben Rennie has a background in consumer brands, having worked with some of the worlds leading companies over the previous decade prior to launching Monocle. It was time to match the consumer brand knowledge up with the evolution of emerging digital.

Monocle is a personal, fun, creative agency for small businesses. We make innovative, beautiful products that empower those businesses to find more customers, either through design or marketing. The company started in 2009 as a side project. Today, Monocle serves hundreds of customers across Australia and 7 countries, we are still 100% founder-owned, and is highly profitable. We’re headquartered in Sydney with additional offices on the NSW South Coast and San Fransisco.

Our Founders Story.

In 2003, Ben Rennie and Paul Breen started an innovation consultancy called 6.2, an innovation lab. Their focus was on big, global corporate clients, solving market problems and designing innovative solutions. We discovered quickly that 90% of market problems were occurring due to either digital disruption, poor online presence or a lack of experience and knowledge in the online space.

6.2 had an amazing 5 year period working with some of the worlds largest companies but in 2014, Ben & Paul went off on their own directions. Paul down the path of writing books, public speaking and chairing some of Australia’s most successful startups and companies and Ben focusing on Strategic Advisory Board roles with a variety of Australian Companies. The same issues remained throughout the companies that Ben worked with, a desire and need for digital innovation for business all across Australia. Ben started working on client digital strategy at a board level and slowly started to implement, design and recreate brand strategy across digital platforms through to grassroots level. Bringing the work back to small business, and away from big global companies gave Ben the freedom to be more creative and adapt quickly to their needs.

Monocle was designed as an alternative to the oversized, expensive traditional agency’s roaming around Sydney in the late 2000s. We wanted to give small business owners who lacked the experience of their larger competitors access to technology that empowered them and helped them grow.

So, in 2013, Ben decided to set up Monocle and focus exclusively on small-medium sized, ethically focused brands. While the new company started as a digital design agency, our customers repeatedly asked us to spread the brand strategy knowledge to help with growth and marketing. We played around with the fake it til we make it attitude but found out quickly, that our newly formed partnerships with Google and Facebook started to drive enormous growth for our clients. It wasnt long until we set up full-time marketing support for client in 2015 with immediate success.

In 2017, we launched new services and partnerships with larger agencies, offshore and domestic partners and re-established our footprint with Instagram, Facebook, and Google ads. We’re no longer a web design company—we’re a digital marketing agency for lifestyle brands looking to grow. As our product and team continue to grow, one thing stays the same: Our mission to design amazing products, remain super easy to deal with and do everything we can to support small business.

The Monocle team draws on decades of experience across all team members with experience from some of the worlds leading agencies and brands including Google, Facebook, Oakley, BHP, Westpac Bank, Soap Creative, Satchi & Satchi and more.

Culture.

The purpose of Monocle Digital is to create happy, meaningful lives for the people that work here. We believe our mission can only be achieved when our team of super happy humans enthusiastically step into the Monocle office every day, feeling like they do and will continue to make a difference.

A world where Monocle makes a difference looks like this;

We build the best things, with the best people, for the best clients, in a world where our footprint is as small as we can possibly make it, then we use our experience to inspire other businesses to do the same.

Monocle works to create a company culture that sustains a creative workforce and encourages a healthy work-life balance. Our employees have opportunities to attend events, share their work, and take time off to volunteer or learn new skills. We have no contracts relating to hours worked and our team have the flexibility to come and go as they please.

As part of our commitment to diversity and inclusion, we’re cultivating an equitable and empathetic workplace, a listening and learning culture, and an empowered and inspired community, putting the environment alongside people as a measure of our success.

Our Purpose.
Aim to Make The Best Products

We are a design company—it’s this is the driving force behind everything we do. Our products & services must be innovative, beautifully made, and quite literally the best in their category.

Success, at The Expense of No One.

As we grow, the majority of people who will make Monocle products may work in far off countries in Vietnam and China, India and so on. They aren’t direct Monocle employees, but they are equally entitled to happy, satisfying lives. We are not successful unless they partake in that success. We negotiate fair pay and safe working conditions in our agreements. We liaise with them regularly and make sure they are happy and enjoying the work as much as we do.

Treat our Customers as One of the Team

Our clients are smart, capable adults who can sniff out insincerity from a mile away. They expect and deserve transparency, so we make a point of telling them what we’re thinking, what we’re doing, and why we’re doing it. When we screw up, we admit it and fix it.

Offset our Environmental Impact

We strive to leave this planet better than we found it. We are aware that making and designing things harms the environment. Offsetting this impact is a responsibility we feel as both a company and individuals. We donate 100% of our revenue from 1 project a month to environmental nonprofits. We can and will do much more.

Use Our Voice for Positive Change

Big oil spends a heap of money to get their voice out there and keep the shale cracking. We don’t have that kind of scratch, but we do have a voice. And we’re gonna use it to fight for the things we care about in the hopes that those listening will be inspired to take action. Our blog and Instagram will be a channel for that.

Happiness Over Growth

We designed our company around the objective of having fun. We hire fun people and give them the flexibility to work when and where they please. We believe a close-knit team and 100% employee ownership are keys to the effective pursuit of our mission.

The Environment + Creative Sydney & Wollongong

We help tackle environmental issues by partnering with nonprofits like Common Goods, 1% and partner with Centre for Effective Altruism. We are working on becoming a B Corp and are dedicated to supporting our local community.

We love our hometown of Sydney and want to make sure it’s a place where creativity is rewarded and where great ideas come to life. Monocle has invested over $250,000 in services, support and donations to companies and organisations contributing to bettering the environment, the creative community of Sydney and Wollongong — and we’re just getting started.

Ben RennieFounder & Managing Director