Blowing up a beige category I co-founded Una Diamond, a lab-grown diamond brand for women who buy their own diamonds, and I run everything you see and read – identity, art direction, photography, website, voice. The idea underneath it is a woman who takes her power back without making a fuss about it. No proposal… Continue reading Una Diamond
Project Type: brand
Modibodi: Comfort is Power
Famous forone thing Modibodi did period underwear first and did it well, which turned out to be the problem. It was famous for that and nothing else. As the category filled up there was nothing to stop it becoming one option in a drawer full of them, and that is a low ceiling for a… Continue reading Modibodi: Comfort is Power
Life Laid Back
Nobody livesin a showroom Furniture advertising has one setting: a beautiful room nobody has ever eaten in. No crumbs, no charger cables, no toddler, no dog. It sells an aspiration that leaves people feeling slightly worse about their actual living room. Life Laid Back went the other way. Koala furniture is built for the mess… Continue reading Life Laid Back
Koala Rebrand
An Aussie classic,new and improved Koala got famous being loud. Cheeky, blue, a bit of a smartarse, and it sold a mattress in a box beautifully. It does not sell a $3,000 sofa. The brief was to grow the brand up without sanding it down: warmer, more considered, still unmistakably Australian, still funny where funny… Continue reading Koala Rebrand
Just Do You
Stay in yourcomfort zone For decades the sports category has sold everyone the same story. Find your inner athlete. Be more, do more, say more. Do not merely step outside your comfort zone, relocate there and take out a mortgage you will never pay off. Koala sells comfort. So we said the exact opposite of… Continue reading Just Do You
The Lost Vintage
Where there’s smoke,there’s fire The Black Summer fires did damage a long way past the fire grounds. Smoke sat over Hunter Valley vineyards for weeks and the fruit drank it in. Smoke taint, it is called. It turns the grapes peaty, bitter, sour, and it makes them worthless. Best case, tainted fruit disappears into cask… Continue reading The Lost Vintage
NRLW
TheIncomparables When a boy comes up through the men’s game they call him the next Johnathan Thurston, the next Joey Johns. Comparison is how rugby league hands out status. The women had nobody to be the next of. Before the Jillaroos there were barely players, let alone legends, and no highlight reel anyone had grown… Continue reading NRLW