I worked with London-based sustainable materials startup Ananas Anam over a period of two years to transform brand communications and PR through a significant stage of start up growth. During this time I developed and implemented a new communications strategy for the innovative textile Piñatex®, helping the company manage channel priorities, define its position in market and reach funding and business goals.

This included defining brand language and visual identity, creating and commissioning brand assets and leading communications, PR, crisis management, events, social media and content marketing for both B2B and B2C audiences. I led a rebrand then worked with Jory&Co to create a new website to deliver an elevated experience for the widely varied audience, streamlining sales and education processes.

With need to educate a diverse audience and a minimal budget we focused on fostering brand advocacy and engagement through brand storytelling and social media engagement, leveraging partnerships and earned media opportunities to enhance brand presence in relevant markets.

During this time Piñatex® was worn by Livia Firth to the Met Gala, selected by Kevin McCloud as a Grand Designs ‘Green Hero’, featured in events including London Design Week, Heimtextil, New Scientist Live, used by designers around the world and achieved significant organic growth across owned channels.

By analysing incoming and outgoing brand communications I identified gaps and pinch points that were leading to poor UX and PR for the business.

By prioritising audiences, reducing channel split, increasing education and self-serve resources and creating consistency in processes and communications we increased brand sales, press and advocacy.

Appearing on behalf of founder Dr Carmen Hijosa at events, liaising with media, managing crisis communications.

Production of brand assets including remote location photoshoots, explainer video, pitch decks, product photography, website and social content.

Spun out of ANZ’s venture lab 1835i, LandingPad was app designed for Australian homebuyers, pulling together the data and guidance needed to make the right decisions through the major life event of buying property.

Working as the marketing lead in a small startup team I led brand communications and marketing strategy through both experimental and growth stages, working closely with the CEO, Strategic Design Lead and development team to use data to prioritise our efforts as the product evolved.

I managed all brand marketing, communications and content, created and commissioned assets including educational guides and directed external advertising agencies and media spend. In this small startup team my role was split across both brand and product comms, as I was also responsible for the app store listings and was involved in user research, feature development and product copywriting.

Highlights included working with ANZ’s internal marketing team to get LandingPad featured on their homebuyer pages (as the first external product to be linked on anz.com), managing a full rebrand and learning a lot more about digital product.

LandingPad was unable to secure a viable revenue stream so was sunsetted mid 2022.

Identifying needs and priority channels for growth marketing and product education through the early stages of product evolution, utilising research and data to inform decisions.

Planning, creating and commissioning content for both product and brand, including:

• product copywriting, instructions, emails and notifications

• App/Play store listings

• educational guides and blog content

• social content

• brand assets

• ads and marketing content

Working with a range of digital agencies to scale paid activity across Search, Display and partner networks.

Briefed and managed full rebrand with external agency, following extensive research and brand sprints internally.

MESiBA is coolers, but cooler.

A new Australian outdoor lifestyle brand, I helped the founders move from early concept to product-in-market, developing brand strategy and content to bring the idea to life.

Resourcing creative production through website development, product imagery, illustration, lifestyle photoshoots and digital marketing, this end-to-end project was an opportunity to bring my startup skillset to the table with a physical product.

The brand was in market for ~two years, gaining wholesale stockists and significant partnerships with brands including Schweppes, but the founders chose to sunset the brand for personal reasons.

Through stages of research we took the starting concept - a range of high quality, technically advanced coolers - and identified opportunities in market to position the brand.

I did thorough market and competitor analysis, presented style concepts and refined the chosen direction to evolve a cohesive brand that stood out in market. I also developed a content strategy covering organic, paid and partnership content.

Working with a carefully selected team of graphic designers, photographers, product designers and web developers I led the creative direction of the full brand identity and product design, a suite of brand and marketing assets, a custom Shopify website and content for social media/paid marketing channels.

“High function and all style, MESiBA products are designed so that modern entertainers are always ready to bring the party.

MESiBA is an Australian-designed range of technical coolers and outdoor lifestyle accoutrement, for enjoying long days away and long nights at home.

With a core collection of chilled essentials across Soft Coolers, Hard Coolers & Insulated Drinkware, MESiBA brings the vibe from beach to bar to BBQ, celebrating good times with good people.”

ACID.FLWRS (my brand) creates flwrs from your wildest dreams.

A unique approach to florals, AF brought the marbled orchid - an innovative treatment for fresh flowers - to market in early 2021, captivating both floral and design audiences.

The brand has since developed a signature aesthetic that moves beyond fresh flowers, working on art and design projects, installations and brand collaborations.

acidflwrs.com

@acid.flwrs

As a sole-practitioner I have build AF from the ground up - logo and visual identity, copywriting, brand assets, website, EDMs, marketing, socials, partnerships - and of course making flowers, and sometimes being delivery driver.

AF has worked on projects in collaboration with a diverse range of brands and artists including:

• Vans

• Ta-ku

• Dowel Jones

• Mariam Seddiq

• Aria

• Camilla

• The Iconic

• Figure Feminine

FeedUp is a London-based social dining marketplace, bringing together a vast community of chefs and diners for unique experiences with social impact.

I worked with the sole founder to elevate the brand presence, develop creative assets and implement digital marketing strategies.

We reached new audiences through a variety of campaigns, both online and in the ‘real world’, including marketplace growth hacking, event coverage and social media marketing.

FeedUp achieved significant growth and was then acquired by WeFiFo.

I ran brand communications including EDMS, PR, social media and community management.

The nature of a two-sided marketplace platform required strategic communications to ensure both chefs and diners were engaged and informed.

I produced and managed visual and written content for the platform, including creating photographic and graphic assets, EDMs, social media content and guides for use by both marketplace audiences.

#Runspo, for people who hate running.

After unexpectedly discovering the transformative power of running, then doubling down by studying Physiotherapy, I was intrigued that there was no educational content that spoke to me as a creative, rather than a competitor - so I created some.

Through Run Your Style I shared evidence-based content to educate and inspire non-runners to get active, ran with crews around the world, led beginners run training sessions and joined Nike trackside at #Breaking2 to witness the original moonshot marathon attempt (see portrait series #IRUN4 from that event on the ‘creative’ page).

As a creative and relatively-new runner who was studying physiotherapy I found myself in a unique position to use my skills in copywriting and visual content production to create educational content that stood apart from the sweaty, technical, competition-driven style that was everywhere at the time.

I wrote articles and social content, created visual assets and developed how-to-start-running guidelines all with both the evidence-based lens of clinical health and creative aesthetic style.

These guides and tips were rolled out digitally and irl through sessions with Perth Run Collective where I was a Run Leader.