As a creative brand specialist, I’ve spent more than twenty-five years shaping programs that demonstrate the power of a simple message – rightly found – to transform the most complex communication challenges and difficult social issues.

After early years as an art director at leading advertising agencies in Melbourne and Sydney, I moved to Hobart and founded my own agency. What followed was a sustained period of applied brand and engagement work across government, corporate and public purpose organisations.

In 2000, I created ‘just like that’, Tasmania’s road safety brand campaign. It was instrumental in delivering the state’s first fatality-free Christmas and New Year period and quickly became the most recognised and recalled brand in the state. Over the following years, the campaign was adopted by other Australian jurisdictions.

Soon after, we were invited to help address young children’s health outcomes in regional South Australia. The resulting brand campaign delivered transformative improvements, described by the SA Health Minister as, “The best results I’ve seen for a community engagement campaign.”

In 2007, I co-founded Green Team Australia. We were the first Australian agency dedicated to strategy, science and creative communications for sustainability-focused organisations. The firm expanded nationally and internationally, working alongside partners in New York, São Paulo and Mexico City, and was recognised with multiple creative and business awards.