EDITORIAL PRODUCTION: ROSEFIELD WATCHES
New York based watch label Rosefield engaged me to Creative Direct, style and star in an editorial incorporating mixed media graphics to portray a story about the concept of time. Full editorial here.
THE GRATITUDE PROJECT: REBRAND & MARKETING STRATEGY
Angela Simons of The Gratitude Project is an integrative nutrition health coach, author, and social media influencer who engaged me to ensure her branding was reflective of her personality and style. Previously her website design, and all outgoing visual content matched the standards to the rest of the saturated market: pastel colours, geometric graphics with a hippie-esque flavour however Ange is a stylish, elegant and chic yummy-mummy. The rebrand has since positioned Ange’s brand equity much higher among her health coach peers and breaking industry branding standards while her new marketing strategy works to directly target her niche markets and customer profiles. We are also working on digital product development with the goal to fully automate her income by end of 2016.
FREE PEOPLE MEDIA WEEKEND
My US based client Free People enlisted me to play host to over a group of twenty media and influencers from Sydney Byron Bay to celebrate the holiday season. Bringing the retail brand to life through a number of lifestyle activations including a three course vegan Christmas lunch, Ayurvedic dosha tea making ceremony, palm reading, and live folk music the intimate afternoon rolled into the balmy summer evening in a carefully selected private Byron Bay residence. Calling California my second home I weaved the theme subtly through place settings, venue decor elements, and a custom gourmet menu complete with bespoke cocktails.
ECOYA MEDIA GIFTING SUITE
In conjunction with The Artistry I flew to New Zealand to assistant style a media launch for Ecoya’s two new Christmas candles. Two mega-sized replica candle boxes were purpose built for media and influencers to walk through and experience the scents of Fresh Pine Needles and Sweet Fruits & Pink Champagne. Guests walked away with a candle of their choice from the Christmas wrapping station to gift a loved one.
#FPLETSMOVE EVENT WITH MIMI ELASHIRY
Across 4 countries and 6 cities I hosted the Sydney leg of Free People’s inaugural global 24hours of movement #FPLet’sMove to celebrate the launch of a new Movement product range. Enlisting social media sensation (and passionate dancer) Mimi Elashiry to teach an open to the public dance class to the client’s target Australian demographic. Due to last minute weather conditions the venue was changed from iconic Icebergs pool deck to Surry Hills Edwards & Co hair salon which was overnight transformed into a dance studio complete with branded photo-opps for an unforgettable brand moment of movement and music.
[full portfolio coming soon]