Traction Studio isn’t a rebrand of where we’ve been; it’s a name for where we’re going.” Traction Studio is behind activations for some of the world’s biggest brands, and the rebrand signals its move from a construction company to a creative studio that is built around a transparent, guided process. The new brand identity was developed in partnership with Q Agency. Today the Brave has also worked with Traction Studio, returning for a second year in 2026 for Woodford Reserve’s Melbourne Fashion Festival activation. The brief was to elevate a premium, photo-ready experience on a tight budget, building on bar assets that Traction Studio had originally designed for reuse.