I’m a brand strategist, deep thinker, a big picture thinker, and eternal optimist. I help creative businesses change the world. As a result, I am often the pot-stirrer and storyteller who offers truths, narratives, and perspectives that ignite change. For me, branding means impact. Impact changes minds, touches hearts, and sometimes, changes the world.
Having worked as a writer and strategist for the past 10+ years, my work has helped some of Australia’s biggest people, planet, and cultural institutions tell their stories more effectively, including Australian Worker’s Union, Perth Festival, State Library Victoria, Australian Ethical superannuation, and Streamtime. I’ve seen that truth and powerful storytelling is a rudder for whole of organisation transformation. My strength is crafting, telling, and teaching the power of these stories in order to affect change within organisations and communities, and translating these stories into impactful creative and visual communication.
I have been recognised by some of the world’s most prestigious awards bodies including D&AD and AGDA. I am a frequent writer, public speaker and lecturer on the subject of branding, community and their ability to change the world.
One of the things I enjoy most about my work is that you are never finished learning. I'm constantly adding to my toolbox with industry qualifications, self-paced learning, and peer networking and interest groups. Here's a few of the more formal courses I've taken.
Strategic Planning Principles, 2013
M.A., Communication, 2010
B.A., Advertising, 2009
The West Coast of Tasmania is a remote and wild place which was often overlooked by tourism, investors, and potential residents. Our job was to conduct extensive community consultation to create a brand that the entire community could use to drive visitation, help investors see the area’s potential, and position the rugged West Coast as a place that’s just right - for those who are prepared to get just outside their comfort zone. See the project here.
The Perth International Arts Festival is the longest running international arts festival in Australia, and Western Australia’s premier cultural event. Yet in recent years, the festival’s relevance, audience numbers and earnings had begun to decline significantly. The new identity takes its inspiration from the place itself. Perth’s sunsets are legendary -and It’s the last place in Australia that the sun touches. The Festival invites people to see art in a different light. That meant highlighting the colour and light in Western Australia after the sun goes down and before the curtain goes up, celebrating the flora that thrive in the incredibly biodiverse region, and helping people navigate art in a laid-back, down to earth way. See the project here.
We were commissioned by Australian Ethical to create an experience at the Festival of Dangerous Ideas conference, an annual event hosted by the Sydney Opera House. The brief was to help people understand that where your super is invested has consequences on the fate of the world. The carnival concept, the Fete of the World, is about taking off our rose-tinted glasses and seeing things as they really are, with the environment, choices and messaging all contributing to an experience that leads visitors to question their choices and reconsider the impact that their choices have on the planet. All whilst having some good clean fun in the process! See the project here.