TURNING THE MIDDLE OF NOWHERE, INTO A SOMEWHERE
THE CHALLENGE
Kimba needed a reset - people were leaving and key community resources (like a local doctor) missing, add to that a possible location for NSW Nuclear waste plant - Kimba needed to redefine itself as a place of possibility, resilience and future opportunity.
THE BRAVE MOVE
We built a place brand rooted in local spirit, entrepeneurial thinking and cultural optimism -transforming “halfway” into a powerful proof point of identity.
MY ROLE
Creative Direction • Place Strategy • Identity Design • Launch Creative
THE OUTCOME
This could not have had more impact - a year on, tourism and relocations to Kimba are rising, local doctors and local pride continues to expand thanks to a community who have harnessed the brand. Post launch workshops empowered the community to keep on building
BIG IDEAS MADE MEATY!
Helping shift Plant-Based perception from artificial to honest, premium and unapologetically delicious.
THE CHALLENGE
Plant-based meat was crowded with brands leaning into imitation. Fable needed to stand apart by celebrating what makes them different, Real mushrooms, Real Flavour, and Real Founder Passion (backed by Heston Blumental and running mushroom foraging tours with Zac Efron!)
THE BRAVE MOVE
We repositioned the brand around authenticity - crafting a story, visual identity and food-led creative world that embraced mushrooms rather than hiding behind meat imitation.
THE RESULT
Fable is now a cult, and growing global brand, originating in Australia but growing fame in the US, UK and celebrity following
MY ROLE
Creative Direction • Brand Positioning • Strategy • Packaging Design • Photography Direction
REPOSITIONING AUSTRALIA’S PREMIUM MINI TOMATO BRAND.
Turning a familiar supermarket product into a distinctive, digitally fluent brand built around taste, personality and premium appeal.
THE CHALLENGE
Perino was losing relevance and distinctiveness in an increasingly crowded produce category. The brand needed to shift from commodity thinking to emotional preference while reconnecting with modern consumers
THE BRAVE MOVE
We repositioned Perino around a bold platform — The One & Only — celebrating its premium quality and unmistakable taste. The redesign expanded beyond pack into digital, recipes, content and a more ownable brand world
MY ROLE
Creative Direction • Brand Positioning • Strategy • Packaging Design • Creative Systems
THE OUTCOME
A premium repositioning designed to drive stronger recognition, relevance and brand love.
DIGITAL FIRST THINKING - Great brands shouldn’t stop at shelf impact.
