Projects
Every project is different. Audience insights define what your brand should say and where it should speak, in order to resonate. Sometimes it's about mass awareness, other times it's highly personalised social content or an online utility.
To give you a sense of the breadth of projects I've been involved in, here are some of my prouder moments, to date.
Distinctly different
I've had some wonderful adventures with Burleigh Brewing - everything from branding their beers, to developing campaigns that have helped them grow from a much-loved local to a truly national name.
Hugs & kisses
I pulled some strings to pull off this cheeky social stunt. When the XOXOXO truck arrived at the gates of the mighty XXXX factory, the message was simple - no-one puts more love into beer than Burleigh Brewing.
Milking it
When we heard that Queensland Ballet was keen to explore ways to broaden their appeal beyond their mature membership, we proactively pulled in our friends at Black Milk and created a concept that was as contemporary cool as it gets.
Made fresh
Pizza Capers had an amazing product, but a seriously undercooked brand. A complete refresh celebrated the personal passion that went into the pizzas. Cheeky stories reflected the sense of fun the category was lacking. It extended from menu designs to complete store fit-outs, helping the brand take a bigger slice of the market.
Fakies, not fakes
Born on Sydney's Northern Beaches, Surf Stitch is the real deal. The brand was an Aussie pioneer in online retail. But their success brought countless pretenders to the action sport and urban wear market. So we created The Lens, a content platform that celebrates the subcultures they live and breathe, re-establishing Surf Stitch as the genuine article.
Active branding
The creator of activewear, Lorna Jane is one of the most inspiring & motivating brands in the business. To counter the copycats, we wanted to demonstrate that Lorna Jane is far more than fabric. 'Love You' became a printed book and online guide to self-respect, inner-confidence and personal development. It reinforced the brand's timeless philosophy - Move, Nourish, Believe.
It's a dog's life
The RSPCA had a problem. People weren't adopting older dogs, put off by the shorter time they'd have together. We created this moving, true story of quality time with an older rescue dog. An integrated social campaign encouraged others to share their stories, giving new hope to old dogs.
A different angle
When Qld Gov wanted to attract the world's best startups to our shores, instead of producing a traditional ad campaign, we created 'HotDesq' an initiative that spoke their language, with a mobile platform that houses immersive 360 videos from our brightest, home-grown innovators. Now in its 4th year, it's one of our most successful startups.
It's a wrap
To elevate the Mack Trucks brand, we created Mack Wrap - a fictional product that made other trucks look like a Mack. To order one, customers completed an online form, including details of their current truck. It created a database of sales leads 3 times greater than the entire number of Macks sold that year.