Helping start-ups and established businesses find their focus

Australia Post

  • Working with Australia Post was an 18 month journey from pitch to roll-out, that spanned multiple changes in leadership, and required a considered approach to brand story and identity design that could encompass the complexity of product, digital, retail, environmental, typeface, uniforms, livery, signage and wayfinding, and product portfolio design.

    I led stakeholder interviews with 30 senior leaders from across the organisation, workshops with internal teams and agency partners, and competitor audits. I authored a brand narrative and design principles to guide the work, and an implementation approach that always aimed to balance the commercial needs of the business with a strong ideal of customer-centricity, holding a clear vision for the value the new brand could unlock for customers.

    *Work delivered as Brand Strategy Lead within the MAUD studio.

    • Stakeholder interviews and workshop

    • Brand audits

    • Competitor and market research

    • Brand narrative

    • Brand blueprint

    • Product portfolio mapping and brand architecture

    • Customer journeys

    • Brand guideline and toolkits

    • Launch comms (film scripts, presentations, PR + internal comms briefings)

Calmer Chai

  • Calmer are a boutique beverage business based in Melbourne. Their premium wet Chai was an industry innovation and is still market leading - 20 years after launch - in terms of taste, quality and customer loyalty. With new entrants in the market, the team needed to articulate what was brilliant about their brand and its product range to protect, and grow, their market share.

    Workshopping with the team, customer surveys and one on one customer interviews helped to uncover some beautiful truths of the business. We articulated a meaningful, research-led strategy for Calmer that will not only underpin a new brand identity, name, web experience and approach to comms, but also helps frame which products and audiences represent the greatest growth potential. The Purpose and Ambition we articulated sets a clear path for the short and long term, allowing them to grow in line with their values and goals.

    • Brand blueprint

    • Brand, marketing and competitor audits

    • Brand naming

    • Brand architecture

    • Brand narrative

    “We've introduced the brand strategy to our team and they all absolutely love it, and have had lovely things to say about the way you've so cleverly articulated our brand. I personally get so excited when I'm talking about it and get emotional at how beautifully you managed to capture our thoughts. So thank you again!”

    - Kacey Childs, General Manager

Cashmores

  • Cashmores are a boutique real estate business operating in the hyper competitive property market of the Bay of Plenty, New Zealand. I met the Founders three years post launch, when they were looking to formalise their brand and marketing strategy to inform future growth.

    Based on workshops with the team and customer interviews, we defined the brand strategy, articulating for the first time how they were different and why it mattered. We evolved the brand identity to better represent the brand personality of Personal, Dynamic and Direct, and rolled the brand out across all key touch-points including web, signage, print and social. We established a clear market position, a primary target market and associated customer personas, marketing goals and an annual activity plan that dictated a cost-effective approach to channel and content development.

    In a crowded market dominated by well-funded national real estate brands, this independent business is now able to articulate its strengths, and can focus its resources to enable growth.

    • Brand Strategy

    • Marketing Strategy including Personas

    • Launch planning for large-scale development projects

    • Campaign development + Content creation for print, OOH and social.