I help organisations at moments of change clarify what their brand should stand for, then build the identity system for what comes next.
The need often appears after the business has outgrown its original identity, entered a new stage, expanded across products or found that different teams are pulling the brand in different directions. I work across strategy, creative direction and design to resolve the decisions beneath those visible symptoms.
I’m a Melbourne-based brand designer and strategist, currently working in-house at Edrolo, available for a limited number of independent projects.
For organisations that know the brand is no longer working but need clarity on why. A focused assessment of how the organisation has changed, where the current brand is creating friction and what now needs to change. The outcome is a clear diagnosis, strategic priorities and a recommended path forward.
For organisations that need alignment before identity development. Diagnosis followed by positioning, narrative, the central creative idea and the principles that should guide future expression. The outcome is a shared direction against which identity, communication and campaign decisions can be made.
For organisations ready to carry that direction through to implementation. An end-to-end engagement combining diagnosis, strategy, creative direction, visual and verbal identity, selected launch applications and practical guidance for using the system. The outcome is a brand that can remain coherent as different people, products and communications put it to work.
If you’re building something new, entering a new stage or feel the brand no longer reflects the business, send me a short note about who you are and what you’re working on. A formal brief isn’t necessary; include a link if there’s something useful to see.