Willie the Boatman is a local brewery founded by two fat dads from Tempe, Sydney. As the business reached an inflection point, I helped shape the rebrand that would take them to the next level. Defining their brand strategy and DNA, as well as crafting their tone of voice and leading all aspects of language, I’ve proudly worked with the founders to stay true to their roots while creating a brand that old and new beer-friends can enjoy. Check it out at willietheboatman.com or do yourself a favour and visit the brewery.
The Jam Factory is a once-loved shopping centre on Chapel Street, South Yarra. A team of local developers are revamping the joint into a new retail and workspace destination for a new generation of locals and workers. To bring it back to life, I helped define the positioning and new place brand, as well as led the campaign strategy and creative targeting potential new tenants and local community. Check it out here: thenewjamfactory.com.au
Brand is about more than attracting customers. It’s about inspiring and keeping great employees. For Kellogg Company (the parent of Kellogg’s cereal and maker of many other food brands—Pringles!), I helped articulate a corporate vision and story to bring their diverse family of brands together. I also designed the verbal identity of their employer brand. This included brand voice, messaging and creative platform centered around a promise for more than 33,000 employees: Grow With Us.
Brisbane Public Art Foundation is a not-for-profit organisation dedicated to bringing impactful art into public spaces in Brisbane. Seeking to do away with their stuffy old name and image, I renamed them with something that would get noticed. Like their art. In your face. BAM! Brisbane Art Movement was born.
Everyone knows that the Red Cross does good work. But not everyone knows that you can donate some of your pre-tax salary to help fund that good work. So, for the Australian Red Cross, I helped create a campaign platform for their workplace giving initiative. A simple message targeting office employees everywhere to turn their paid work into aid work.
For everyone’s favorite cereal box filler, I helped lead the verbal identity work for the most significant brand update in its 110-year history. With a focus on better days from better starts, I helped develop the brand experience platform, global tagline, and new brand voice. I also wrote the messaging platform for their approach to nutrition. Delicious.
CLEAR is a biometric-powered-queue-jumping service (hopefully) coming soon to an airport security checkpoint near you. As well as naming their fingerprint technology, I created a friendly brand ID and campaign to make holiday makers and business trippers question their approach to air travel. Why wait in frustratingly-long security lines? You belong in Fast Class™.
I once lived and breathed high finance, asset management, and power-dressing. For AllianceBernstein, a Wall St icon, I led the verbal identity work for their global rebrand and launch. This was a major project that included a completely new strategy, brand story, identity design, logo, tagline, voice and messaging. Plus, a new global website, internal roll-out and ad campaign to match. But I still don’t know how to save money.
Hummingbird Ventures is a European venture capital partner for tech entrepreneurs with one thing in common—they come from unexpected places. I helped Hummingbird zero in on a new brand strategy, identity and story that celebrates their focus. A focus that enables ambitious minds (a million miles from Silicon Valley) build an extraordinary future for their company, customers and communities.
To boost my agency’s content strategy for new business, I created and wrote a competitive field report to assess digitally-driven brands. The initiative drove social media engagement with companies, and industry audiences, keen to learn how brands stacked up. Along with landing some key meetings, the initiative also provided our team with key insights into how brand/consumer relationships stick or quit in the real world.