As the keystone of its brand refresh, Grindstone Creative—a branding and digital agency based in Geelong West, Victoria, Australia—designed and developed a new site to reposition its identity with a simple, emblematic identity: lines. These lines move in a prominent animation on the homepage to reveal facets of Grindstone’s mission: “+” to add meaning to ideas, “×” to represent the power of collaboration, “/” that communicates the wide range of the team’s abilities, “–” to represent Grindstone’s commitment to simplicity, and “=” to show that the agency applies its talents to create better designs and digital experiences for brands. The site integrates content from social media and blog feeds and highlights client work through prominent case studies, tied together with a clean layout and intuitive UI. As the first expression of Grindstone’s new identity, the site will soon be joined by an in-house magazine and look book.