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Mentally Friendly acquires Digital Eskimo in design and digital merger

Digital agency Mentally Friendly has acquired design house Digital Eskimo and will rebrand the business as Future Friendly.

David Gravina and Nick Gower

David Gravina and Nick Gower

The takeover of Digital Eskimo comes 15 years after the agency was founded and will see it continue to focus ethics-driven, human-centred design and communications.

The agency has worked with a wide variety of clients and will continue to work with brands and organisations, including IAG, the Royal Flying Doctors, UTS, the University of Western Sydney and the Garvan Institute.

The renamed agency will focus on working for business, government and not-for-profit organisations.

Mentally Friendly co-founder, Nick Gower, said the design of the rebranded agency would be ‘forward looking’.

“We have created a team clearly focused on the future, with a strong sense of ethics, human-centered design principles and leading service design expertise,” said Gower.

We’re looking forward to helping Australian organisations prepare to navigate their way through the next five to 10 years of digital disruption.”

Managing director of Future Friendly, Jamie Madden, said the agency was aimed at problem solving.

“We have developed a highly collaborative co-design process and combined it with lean build and deployment models from the digital start-up world. As a result, we are able to create products and services that are fit-for-market within tighter timelines,” Madden said.

David Gravina, purpose director at the agency, said that the concept of purpose driven organisations was beginning to go mainstream.

“Across both the NGO and private sector, the most successful organisations are no longer the ones with the biggest ad spend or most capable C-suite, but those with the most resonant purpose,” Gravina said.

“Digitally enabled products and services – built upon the foundations of a higher purpose that transcends profit and growth – are driving radical change in the way we transport, feed, power and organise our world. Organisations can either drive this change in their sector or be disrupted by those who do.”

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