Role: Executive Creative Director, Brand Designer
The context:
When two well established and respected Defence industry technology providers decided to merge, we were enlisted to help the new company – Aurizn – develop a new brand strategy, brand identity and a go-to market plan to build brand visibility and credibility. The new brand needed to take into consideration of the two legacy brands, Consilium Technology and elmTEK, and establish Aurizn as the major player within the mid-tier defence space with a unique defence technology capabilities.
The output:
We developed a full brand strategy for the new organisation, Aurizn. Using our tried and tested collaborative process, we gathered insights from key stakeholders to understand the opportunities and objectives of Aurizn, and what it wanted to achieve. We then worked with the leadership team to develop its new brand blueprint – with a vision, mission and values for the organisation, along with a tagline.
With our strategy and research set, we developed a new brand identity that reflected the energy and innovation of the brand and would help set it apart from competitors in the market.
Results:
Aurizn’s inaugural launch into market was a great success. The new brand was very well received by both internal teams and external audiences. Alongside the website, we activated several communications channels including social media for Aurizn, and won media exposure for Aurizn’s launch, helping to position it in market with its strong offer and sense of purpose.
Role: Creative Director, Editorial Designer
Each year, the Art Gallery of Western Australia (AGWA) issues its Annual Report magazine — comprising of an impressive 224 pages, the magazine is a retrospective of AGWA's events, exhibitions, philanthropy and projects.
I had the privilege of providing the principal creative and artistic direction for the 2022/2023 retrospective.
Working closely with the internal marketing and communications team at AGWA, we developed a narrative and chapter plan to bring to life AGWA’s multi-format experiences, covering design, art exhibitions, experiential and fashion in both metro Perth and regional areas.
We then gathered information subject matter leads across the organisation to add both detail and context for the work done, as well as highlight the way ahead.
Part of this was to ensure that we created more context around the unique role that AGWA plays in the art world, as the only major art gallery in Western Australia and one capable of bringing in major international exhibitions, and supporting young local and Indigenous artists.
As well as the narrative and content, we also worked with the AGWA marketing and branding team to redevelop the design of the annual report, to make it more appealing, easier to read, and to bring the artwork to life.
Role: Executive Creative Director, Brand Designer
Lunio is a fresh, innovative startup in Australia focusing on the renewable energy sector, particularly distributed small-scale battery storage and renewable asset technology.
Being a new start up, Lunio was in a need of a brand identity and strategy, to propel confidently into market.
Each part of the new Lunio brand was informed by our new, extensive brand strategy:
The custom logo typface is inspired by continuous flow of energy, as seen in its smooth, curved lettering. The curved lines adorning the 'O' also signify the cyclical nature of renewable energy—something which is emphasised when we animate the logo.
The colours are bright and electric, another nod to the energy industry, but also category-breaking for the Australian energy industry and distinctly stands out in the competitor landscape.
The art direction and imagery is aspirational, denoting the renewable utopia that could be, to garner excitement and appeal—also aligning to Lunio's own future ambitions in the renewable energy sector.
Role: Executive Creative Director, Brand Designer & Strategist
Australian eCommerce business 'Bronrob' was in need of a new brand identity, including an entirely new business name, to cut through and stand out in the home and garden decor space.
In a retail landscape where aesthetics are not just increasingly important, but make or break, Bronrob needed to shift and change in order to attract and entice both its new and existing customer base.
What we did:
With a majority female customer base, we decided to embrace femininity and whimsy, whilst also adding more context to the brand by way of its name—thus, a new brand was born: Sill & Sage.
The new brand, Sill & Sage, embraces the delicate beauty of gardens and cottagecore culture, with a colour palette inspired by nature and flora, custom illustration adorning the logo, and artistic yet stripped-back product photography, playing with light and shadows.
Results:
Following the re-brand and launch of Sill & Sage, the brand experienced:
Instagram follower growth of 640% over 2 years
eCommerce sales boost of 17%
Site traffic increased by 26%
Role: Executive Creative Director, Brand Designer & Strategist
Organon, a global pharmaceutical company, was in need of a redesign and new brand identity for their digital project "Contraceptive Match".
The project aimed to educate young Australian women about contraceptive options beyond the pill—which is often the default prescription handed to them by their GPs.
The problem: 'Contraceptive Match' was tired, too clinical and too conservative. It was appealing to the world of pharma, but for the young women it was trying to target... not so much.
Our solution: We threw it all out and started fresh, creating a new brand designed by young women, for young women. Introducing: The Down Low. Everything you need to know on women’s sexual health.
This new brand carries a category-breaking tone of voice and a boldness that is unusual for the conservative pharma industry. We talk about sex, about taboos, and do so in a language that resonates with our audience.
Results:
Our audience polling shows 50% more likely to have an empowered conversation with their GPs after seeing our content
Driven over 2,000 users to download our Instant Experience How-To Guide for talking to your GP about contraception
An an increase in client-owned contraception scripts by 15%
40% Increase in media share of Voice around Contraception
Awards:
Shortlisted Prime Award for Creativity in Communication (2021, 2022)
Shortlisted for AMI Marketing Awards (2021, 2022)
Shortlisted for B&T Awards (2021)
iNova Pharmaceuticals’ prescription vitamin A, Retrieve, is the no. 1 recommended treatment for sun damage by Australian GPs. The problem? In Australia, we aren’t legally allowed to advertise pharmaceutical products by name in the consumer space…so how to we get consumers into GP clinics seeking prescription skincare?
Our job: educate Australians on sun damage and raise awareness of prescription skin treatments
How we did it: we might not be able to mention the product name (Retrieve) but there was one part of the name that did stick out to us: “re” — to afresh and anew; to return to a previous state. Which is exactly what people seek in their skincare. By harnessing the power of “re”, you can reduce wrinkles, refresh skin, rewind the process of ageing. You can rethink skin.
Output: TV, Social, OOH, PR & Influencer
Results:
Tripled product sales within a year of launch.
+10.5k online consultations within 6 months of launch
Problem: 2 in 3 Australian adults are classified as obese. And it’s having severe consequences on our health as a nation, shouldering 8.4% of the total burden of disease, second only to tobacco. The leading cause of obesity is a sedentary lifestyle coupled with snacking on discretionary foods. With so many Australians working stressful deskbound jobs, unrestrained access to ultra-processed snacks, and an economy that optimises for convenience; the system is rigged against us, leading to a rise in emotional eating and lower friction to satisfy cravings.
Solution: iNova’s product, Contrave, is indicated in Australia for those afflicted with the cravings associated with hedonic eating patterns such as emotional, stress or binge eating.
This provided a strategic bedrock to create a campaign to shift the blame for weight loss failures from an individual's willpower to cravings and the societal constructs which make them an unavoidable prison.
Built on insight, we developed a proposition, ‘control the cravings, control the weight loss’, which resulted in a creative platform, ‘Break the Crave’.
Executions: A disease awareness platform called ‘Break the Crave’ with a purpose built website with funnels to an online doctor consultation and fulfilment via RoseRX, a customer experience healthtech platform connecting customers at every touchpoint along their digital journey.
Results: 27% increase in revenue within the campaigns first year.
Awards: PRIME Awards Data and insight driven marketing (2023 winner)
Role: Executive Creative Director, Brand Designer
The challenge:
Software company ADDA was looking to refresh it’s brand and approach as part of a push into global market, including the US and UK.
With a well trusted product and offer, ADDA required assistance in helping to define its brand strategy, identity and approach to get cut-through for its innovative products in a niche market dominated by larger players.
The output:
Running a series of workshops with ADDA’s leadership group, we worked through a brand strategy to incorporate its product lines, and developed a solid brand blueprint for ADDA to use as its identify moving forward. We also developed a new brand identity for ADDA, including logo, colour and tone of voice. Finally, we developed a go-to-market approach, including a content strategy and recommended marketing channels.
The results:
With the brand strategy aligned to the business direction, and a fresh and modern brand look and feel, ADDA stands out from its competitors. Our recommended marketing activities, including a new website, content, social media, PR have successfully helped to create visibility and increase brand profile for ADDA with its target markets.
