10 Lessons in 10 Years:

For over a decade, we’ve been the specialist online ad agency secretly powering some of Australia’s leading brands online.

Download all 10 Lessons

To help you convert your brands potential online. We have compiled our most impactful lessons.

Over the years, we’ve been so single mindedly focused on advertising others, we practically never stop to advertise ourselves – but we figured that Ten years is definitely a milestone worth pausing for, reflecting on and celebrating!

As part of our Birthday celebrations, we took the opportunity to collate our Top Ten lessons that we’ve learned from Ten Years of converting potential online for some of Australia’s leading Brands.

Here’s our top lesson that we’ve learned from working with Everyday Carry (EDC) superstar and de-cluttering experts, Orbitkey.

Working with Orbitkey

Every year we sit down and list brands who we’d love to work with. Orbitkey were on our list for 4 years before we finally got the chance to work together.

Intentional 10th Birthday Highlight

$108m+ in Direct Acquisition Value driven for clients in 10+ years

It’s an incredible alignment we have between our two brands – operating in two completely different arenas, but both living by intentional values. One of our heroes is designer, Deiter Rams, whose maxim “Less, but Better” also sits at the heart of the Orbitkey brand.

Slightly different to most of our other clients, however, is how much Orbitkey invests in, listens to and benefits from their community.

Compounding Community

For most brands who utilise crowd-funding platforms, it’s often a way of launching a product without having an audience you have already built yourself. Instead, you can leverage the crowd-funding platforms audiences, who have a desire for something innovative, to be first.

For Orbitkey back in 2013, they used Kickstarter to launch their first foray into EDC with their original Key Organiser.

Compound interest is the eighth wonder of the world. He who understands it, earns it. He who doesn’t pays it.


A successfully backed product on Kickstarter enabled them to officially launch the brand and over the next 3 years build a global brand that is both direct to consumer and wholesale.

In this time, they had built a loyal following for the brand, riding the wave of Instagram and the EDC + Minimalist movements to position Orbitkey as an essential staple in a simplified setup.

As a brand that heroes intentional living, we love the Intentional approach to our digital ad campaigns

Rex Kuo, Orbitkey

Rather than simply launching the Key Organiser 2.0 through their own channels, they returned to crowd-funding again. 3 years after their initial launch, they were able to double the backing of the first version – successfully re-engaging their original crowd and attracting an all new influx of fans.

This compounding impact of their growing fanbase has resulted in a virtuous upward cycle – as they provide the community with the most requested accessories and add ons including rings, clips and bluetooth trackers.

Intentional 10th Birthday Highlight

In 10+ years, we’ve served:
65+ Brands,
In 13 Countries,
Working in 6 Currencies

Since Intentional has worked with Orbitkey they have pushed their brand positioning towards total organisation & decluttering – launching their first products for office setups with the Nest and Desk Mat, naturally with first access available through crowd-funding platforms again.

Using the feedback from the community, Orbitkey made tweaks to the final release products on their site, and crowd-sourced future ideas – with their latest ID Card still available via Kickstarter.

All in all, they have had 5+ successfully backed crowd-funding projects across an 8 year period – each growing the community even larger again and breaking the prior projects’ backing record.

Your turn

Time to get Intentional?

We exist to help your Brand convert its full potential online.

For our 10th birthday, Intentional has been celebrating what can be achieved in Ten Years. We’ve collated our top ten lessons from ten years working with some of Australia’s leading brands.

Over to you now! What can you see happening in the next ten years?

What can you do In Ten?

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One more thing ...

We've just celebrated our 10th Birthday and wrote an ebook of our "Top 10 Lessons in 10 Years". Fill in your details, below, and we'll send it to you!