Australian indie creative agency, History Will Be Kind (HWBK), has expanded his capabilities, acquiring DOUBLESTAR CO, the Sydney-based brand and design agency led by creative director, Jye Smith. The acquisition brings brand building and reputation-shaping communications strategy together under one team, adding brand and creative expertise to a team already adept at shaping brand narratives, reputation and visibility in a world where AI is redefining how brands are built, discovered, grow and are trusted.

All clients now have access to the full arc of brand and reputation building from a single team – from brand and creative strategy through to earned first communications, influencer and social-led movements and integrated campaigns, backed by a newly bolstered in-house production, content, film and digital design capability. That thinking is strengthened by HWBK’s Brand Visibility Engine practice, delivered with sister agency Deepend, which continues to shape how the team approaches visibility and discovery for clients across sectors.

EJ Granleese, founder and CEO of HWBK, stated “Since we launched in 2014, we’ve challenged the status quo and evolved to not only meet the market, but lead it. We’ve built our reputation on data driven, insight led communications work at the intersection of creativity, culture and impact. Working with the expertise of the DOUBLESTAR CO team, including Jye who steps in as HWBK’s executive creative director, our thinking can now start earlier and run deeper – from what a brand needs to stand for, through to how it shows up, the communications that earn it a place in hearts and minds, and the approach needed to win in the AI age. All built and working together, rather than handed off along the way.”

DOUBLESTAR CO was founded in 2019 by Jye Smith and Baptiste C David. Smith’s experience includes senior strategic and creative leadership roles with Red Engine, PwC and Weber Shandwick, where he first worked with HWBK founder, EJ Granleese. Since launch, he and the team have delivered more than 250 projects across brand, strategy, content and film for clients including Advanced Navigation, Airtasker, BYD, Hanrob, Kayo Sports and more. DOUBLESTAR CO team members will transition into the HWBK team.

Jye Smith, ECD at HWBK, commented, “DOUBLESTAR CO was built on the belief that strategy and craft shouldn’t be separate steps. I’ve said for years that splitting them is how you end up with work that’s smart but forgettable, or beautiful but pointless. Being part of HWBK means our team gets to do that properly, at real scale, backed by real communications insight and a genuinely great group of people across disciplines. The integrated team is already in market on new and existing briefs, and the response so far has confirmed exactly why we did this.”

Under the leadership of Edwina Brook, who was appointed managing director in September 2025, the agency was recently named Agency of the Future at the APAC In2 SABRE Awards, alongside Best Places to Work by The Australian for the second year running, recognised as one of the Top 14 PR Agencies in APAC by PRovoke Media and awarded Employer of the Year and PR-Led Content Campaign of the Year at Mumbrella CommsCon Awards.

“It’s an exciting time for our newly combined team, our amazing, diverse client base and the industry more broadly, and we’re proud to be entering this new era of History stronger, more focused and agile than ever. It feels like we’re truly fighting fit and my focus is continuing to elevate the work and impact, leading from the front and never settling. The creative momentum is strong and we’re looking forward to a stellar year ahead, making History,” stated HWBK managing director, Edwina Brook.

Cover image l-r: EJ Granleese, Jye Smith & Edwina Brook