A reflection on rebellion, resilience, and reinvention
We’ve officially entered our teenage years! The Edison Agency is now 13, a milestone that carries deep personal significance. Thirteen years of building, creating, breaking, and remaking iconic Australian brands. What started as a one-woman venture has exploded into one of Australia’s largest independent, female-owned brand agencies. With over 82 awards, countless inspiring collaborations, and a bold reputation for shaking up the industry, Edison has become a strategic branding force to be reckoned with.
This milestone marks more than just another anniversary—it’s a moment of reflection and gratitude for the journey so far. We’ve come a long way from humble beginnings, driven by a rebellious spirit that continues to define who we are. From breaking glass ceilings to raising the bar on creativity and strategy, Edison has always been about defying expectations and challenging the status quo.
13: The Age of Transition
Turning 13 is no ordinary number. It’s a symbolic age—one associated with transition, self-discovery, and a touch of teenage rebellion. Just as this age marks the beginning of new identity and growth for people, it represents the same for Edison. It’s our time to lean into the energy of change and evolution, to continue pushing boundaries, and to embrace the challenges ahead with the same rebellious spirit that got us here.
But this milestone isn’t just about Edison—it’s also deeply personal for me. When I reflect on these 13 years, I think about the early days: starting a business from the ground up as a single parent, navigating the court system during a long-running family violence situation, and figuring out how to balance my creative ambitions with the need to provide for my son. Edison wasn’t just a career move—it was my lifeline. It was born out of necessity, freedom, and passion. I needed autonomy, flexibility, and cash, but above all, I needed control over my own destiny.
Overcoming the Odds
Edison’s success is, in many ways, a testament to resilience. The road has been far from easy. I didn’t have a privileged upbringing or a smooth path paved by mentors in private schools. In fact, at several critical moments in my education, I was told by men in the industry that I didn’t have what it takes. Too much attitude. Too little discipline. They couldn’t have been more wrong and that criticism only fuelled my fire, and today, I’m grateful for it. It taught me to rely on my instincts, embrace my rebellious side, and use my high-risk tolerance to my advantage. It’s a miracle I’m still alive, to be honest, given how relentlessly I’ve driven myself for 49 years. But that drive, paired with strategy, has gotten me—and Edison—where we are today.
Running a brand agency is hard work, and it demands more than just talent. I’ve approached my career like a chess game, always planning several moves ahead. This foresight has allowed us to thrive in Melbourne’s vibrant design scene, a city that holds its own alongside global hubs like New York and London. It’s a place where creativity thrives, even if the current political climate can be stifling. It’s from this creative base we have the opportunity to partner with Australia’s best all across the country.
Northside aesthetic: Amber with the team in Collingwood, 2014
Edison: A Symbol of Freedom
For me, Edison has always been more than just a business. It represents freedom—financial independence, creative control, and the ability to shape my own future. Being able to pay yourself a salary is a privilege not lost on me, especially when it means I could support my family without relying on external help. That freedom has empowered me to give back, pay it forward, and create opportunities for others along the way.
This milestone is a moment to celebrate not just the agency’s success, but the journey it took to get here. The challenges, the sacrifices, the moments of doubt—it’s all part of the story. Edison’s growth was built on a foundation of grit, resilience, and an unwavering belief in the power of creativity and human potential.
Working her magic: Amber in the South Melbourne studio, 2019
Looking Ahead: The Age of Transition – Remake
As we celebrate 13 years of Edison, we’re not just looking back—we’re looking ahead. This anniversary marks the beginning of a year-long festival of our rebellious teenage energy, with the theme "The Age of Transition – Remake."It’s a celebration of all we’ve learned, loved, and built over the years, but also a bold preview of where we’re headed next.
We’ve crushed the odds, but we’re not done. We’ve shaken up the status quo, but there’s more to disrupt. We’ve learned hard lessons, but they’ve only made us stronger.
To everyone who’s been part of this journey—from our brilliant clients and collaborators to the incredible team that makes it all happen—thank you. Your support and belief in Edison have fueled our success. Together, we’ve made our mark on the industry, and this is just the beginning. The best is yet to come.
Here’s to:
🚀 13 years of defying the odds
🔥 13 years of shaking up the status quo
💔 13 years of hard lessons and coming back stronger
🌪️ 13 years of navigating challenges, including what feels like 13 pandemics
🎉 13 years of wild celebrations, silly hats, and bold ideas
💪 13 years of being surrounded by the most inspiring people
🎨 13 years of CREATING, BREAKING, and REMAKING iconic Ausstralian brands
Let’s keep breaking the rules, raising the bar, and creating work with impact. Join us to create the next chapter...
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Footer image: the Edison team 2024 St Kilda (absentees: Niki, Sophie & Veronica)
