Four ways we work together.
We work with purpose-driven startups, scale-ups, and established SMEs. Most engagements begin with brand strategy — because everything that comes after works better when the foundations are right.
01
Brand Strategy
Most businesses don't have a marketing problem. They have a brand strategy problem — a gap between who they actually are and how they show up in market. Messaging that doesn't cut through. Teams that drift. Positioning that lives in the founder's head, not in operational reality.
Brand strategy is where we start. Not because it's on a checklist, but because it's the foundation that determines whether everything that comes after actually works. We go deep on your market, your competitors, and your customers before we write a single line of strategy.
The output isn't just a document. It's a strategic framework that gives your team clarity on what you stand for, how you're different, and how to communicate that consistently — making every subsequent marketing decision faster and more effective.
WHAT’S INCLUDED ———
Operational market research: understanding your industry, the major players, and where the real opportunities sit
Target market research: who makes the decisions, what they're looking for, and what makes them choose one provider over another
Customer interviews: why your existing clients chose you and what keeps them coming back
Competitive analysis: mapping who you're actually competing against and where the gaps are
Purpose, mission, vision & USP
Verbal identity: personality archetype, tone of voice, brand story, brand descriptor
Strategic roadmap: what to prioritise now, and actionable steps for when you're ready to grow
Brand strategy sometimes reveals things you weren't expecting — operational gaps that would undermine any marketing investment made on top of them. We're not here to sell you services you don't need yet. If your business needs to fix foundations first, we'll tell you.
02
Fractional CMO Partnership
The average CMO salary starts at $150K — before you factor in the specialists needed to actually execute the work. For most businesses, that's not realistic or necessary. What is realistic: CMO-level strategic thinking on a part-time, custom-fit basis.
Because I've already built your brand strategy, I'm embedded in your business from day one. Not starting from scratch with every brief. Not relearning your positioning with every campaign. No rotating cast of junior marketers interpreting your vision.
This engagement is intentionally scoped after the brand strategy is complete. Once I understand your goals and internal capabilities, I can define exactly what ongoing support makes sense and what doesn't. The right retainer should reflect your actual needs, not an estimate made before we've done the work.
TYPICALLY INCLUDES ———
3–8 hours per week of senior marketing leadership, scaled to your growth stage
Annual marketing strategy tailored to your budget and goals
Campaign strategy and execution management
Management of external specialists (photographers, copywriters, ad managers) so you don't have to
Team collaboration and guidance: working with your internal team to make sure marketing gets done
Performance tracking and optimisation: watching what works, cutting what doesn't
Quarterly strategic reviews and planning
Direct access to senior strategic thinking, not task management
03
Visual Identity
Brand strategy informs every design decision. Once we know what you stand for, what makes you different, and who you're talking to, we can build a visual system that actually reflects that, not just something that looks good in isolation.
Partnering with an external branding design expert, we refine or rebuild your visual system so it shows up professionally across every touchpoint. The logo may stay or evolve depending on your constraints, but colour application, typography, and design consistency get locked in, so your team, and any future marketing support can apply the brand correctly.
WHAT’S INCLUDED ———
Discovery: visual direction goals, target audience, competitors, and what professional looks like in your industry
Concept design: colour palettes, typography, and design application across digital and print demonstrated through core touchpoint mock-ups
Concept refinement: one concept selected and developed, two rounds of minor revisions included
Mini brand style guide: PDF detailing colour codes, typography, logo application, design notes, and example artwork
Core collateral: business card, letterhead design, email signature, capabilities statement template
File preparation and supply: logo files in all formats for digital and print use
04
Website Design & Build
Your website is one of your most valuable business assets. It's where first impressions are formed, capability is demonstrated, and decisions to make contact are made. It needs to clearly communicate who you are and what you're capable of — not who you were when it was built three years ago.
We build on Squarespace or Shopify because it gives your business direct ownership and control. Your team can update it confidently without outside help, and security is managed for you. No ongoing technical dependency or maintenance costs, no developer required for a content change.
WHAT’S INCLUDED ———
UX/UI design and site architecture — mapping what pages you need, how they connect, and what information needs to be where
Mid and high-fidelity wireframes with sign-off at each stage
Copywriting — content that speaks to the right clients, not the widest possible audience
Technical SEO setup and optimisation
Third-party integrations — email marketing, CRM, analytics, and any other tools you use
Team training and platform handover — your team will know how to update the site and keep it current
RECENT WORK ———
Selected projects across brand strategy, identity, and fractional CMO engagement
01
Mutual Muse
Melbourne’s premier secondhand fashion retailer
Bridged a new visual identity with strategic direction, then launched and scaled digital acquisition and new marketing activations.
+89%
Avg YoY growth, 2025
02
Assure Safety & Compliance
Integrated fire protection services
Deep market research uncovered operational gaps that would undermine any campaign. Redirected the budget to fix the foundations first and align for future marketing
BRAND STATEGY
03
GECA
Australia's leading multi-sector ecolabelling scheme
Refreshed visual identity for a 25-year-old ecolabel. Rebuilt the website on Squarespace so the non-profit team could own it. Ongoing fractional CMO support for B2B2C.
IDENTITY, WEBSITE + CMO
04
Maintenance Partners
Field service management software
Rapid brand strategy for a new software product launching at Fire Conference 2025. 8-week timeline, 25+ enquiries from the conference floor.
BRAND, VI, WEB
05
Blue Reef
Wild-caught Australian Coral Trout
Repositioned brand to own premium nature of product, rolled out across Australia, the US, China and Singapore. Blue Reef becomiis ng a recognised name on menus.
BRAND, CMO
06
PMG QLD
Indigenous-owned civil construction
Repositioned from values-led to capability-led, with purpose reinforcing rather than overshadowing commercial credibility. Led full rebrand and launch.
BRAND, VI, WEB
LET’S CHAT ———
READY TO BUILD SOMETHING THAT ACTUALLY WORKS?
We take on a limited number of clients at any time. If you're a business that needs honest marketing advice grounded in commercial reality, we'd like to hear from you.
Brisbane-based. Remote-first. Working with brands across Australia and beyond.