I’ve had the pleasure of working with some of the best and brightest brands across music, fashion & cosmetics.
Scroll below to see a selection of my work…
Sass & Bide NYFW
Challenge
Establish the sass & bide brand on the international stage to deliver growth in both the domestic and USA markets.
Approach
Managed the end-to-end strategy and implementation of five sass & bide New York Fashion Week shows. This included; pre and on-ground management of agencies, stakeholders, guests, sponsors, PR, post event activations and the Australian based team to activate PR in the local market.
Deliverables
Established an international designer halo around the sass & bide brand creating the foundations for exponential growth.
Streamlined the communication and production process to deliver a highly successful, efficient, on-budget and on-time bi-annual program.
Mimco Collaboration
Challenge
Increase the fashion credentials of the Mimco brand at the Virgin Australia Fashion Week runway show through a key styling collaboration - one that would allow the brand to move into a more innovative and tech savvy space.
Approach
Researched relevant headphone brands that would work back with Mimco’s positioning and aesthetic.
Deliverables
Secured Frends (www.wearefrends.com.au) as the headphone sponsor for the Mimco stand-alone Virgin Australia Fashion Week Show – on runway and front row gifts.
In establishing the relationship, instigated the commercial collaboration for the Mimco x Frends headphone range.
Mimco Runway
Challenge
Create a stand-alone fashion week show that raised the fashion credentials of the Mimco runway event to international standards.
Approach
Taking inspiration from the seasonal direction, Alfred Hitchcock’s “Birds”, developed the idea to create a giant bird cage in the middle of the stage. This became the central feature of the show and for the models choreography.
Extended the reach of the show through the first live streaming of a Mimco event via the Mimco website.
Deliverables
Delivered the most successful event in Mimco’s fashion show history as measured by PR, reviews, post event sales and consumer engagement on social media.
Kookai Re-brand
Challenge
The Kookai brand had become fragmented and “unkempt”. The logo treatment and brand colours needed aligning with the desired re-positioning to establish a more sophisticated and fashion forward image.
Approach
Comprehensive brand audit across all touch points inclusive of; consumer, internal communications, business to business and the retail space.
All materials featuring the brand were gathered and displayed on a wall in the marketing department so a visual representation as to how the brand was being experienced by the consumer could be assessed.
The creative skills of the creative brand agency, Paper Stone Scissors, were employed and all materials were revised and re-worked.
Deliverables
Consolidation, refinement and roll-out of all new brand materials and brand image resulting in an elevated aesthetic to support ongoing growth and consumer engagement.
Lee Back in Black
Challenge
Re-establish Lee Jeans ownership of black rock n’ roll denim and increase sales in the key winter selling period.
Approach
Developed the creative concept and imagery to deliver a holistic campaign whilst also providing differentiated images to ensure aligned window features in key wholesale accounts.
Expanded the reach of the campaign through collaboration with six creative media partners in both New Zealand and Australia to produce their own content around the “Back in Black” concept.
Developed the #livedinlee social media hash tag which became an ongoing content curation handle for the Lee brand.
Deliverables
Delivered a fully integrated campaign supported by key accounts namely, Glue store, Universal and General Pants via window campaigns, digital content and in-store displays and specifically merchandised areas.
Lee was the number one brand in black denim sales across all of these key accounts during the campaign.
Elk Brand Elevation
Challenge
Disconnect and lack of consistency between the brands design evolution and brand presentation.
Approach
Conducted analysis through workshops to identify consistencies and inconsistencies between the two creative leads, reviewed competitor landscape, and conducted in-depth research on how the brand was being represented across all channels.
Deliverables
Created the ELK Persona to streamline the brand's target audience, refined the ELK tone of voice, and developed a visual style guide to establish and harmonise the brand's visual identity.
Implemented changes included updating photography, assembling a new creative team, and clarifying creative responsibilities, resulting in an elevated and unified brand presentation.
Elk Conscious Fashion
Challenge
After visiting an ELK factory and seeing first hand the impact of manufacturing on the local environment the Co-Founders pivoted the ELK business to establish a foundation for sustainable and ethical practices.
Approach
In collaboration with the Co-Founder established a road-map and resources requirements to develop a long term strategy to set in motion a new value focus for the brand and business.
Deliverables
In 2019 ELK published its first annual Transparency Report, a comprehensive document detailing ELK’s commitment to running a business with transparency, honesty and integrity.
This content has been integrated into ELK’s communication strategy substantiating sustainable and ethical statements and bringing the ELK consumer on the brands conscious fashion journey.