Context: Over 1.5 billion women worldwide, (almost 1-in-2) experience women's health issues, yet too many accept this suffering as normal without realising its profound impact on their daily lives, health and the wider commmunity.
Insight: Menstrual and hormonal disorders are chronically dismissed as normal, leaving millions of women left to cope with incomplete care. From heavy menstrual bleeding, endometriosis, menopause-related disorders and more, women across the world deserve better. To be seen, understood, empowered and properly treated.
Involvement: Co-strategist on verbal identity, messaging platform, creative brief ownership. Research, strategy and behavioural psychology to evolve the platform for a mental-health specific campaign.
Impact:
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Behavioural shift driving 72% of engaged women to proactively seek support for more effective conversations with healthcare professionals.
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Cannes 2026: SHORTLIST (Pharma)
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Clio Awards 2026: SILVER (Health Equity), SILVER (Women’s Health Speciality Medium), SHORTLIST (Creative Strategy), SHORTLIST (Film)
Press:
Context: Breast cancer awareness and nursing support: Australia’s most-loved charities. Famous for The Pink Test cricket match. In 2024, the Foundation receive a $18 million government investment from the Australian government to expand their breast cancer nursing support to all cancers.
Challenge: How do you signal change for Australia's most loved breast cancer charity?
Involvement: led research and stakeholder interviews (including cancer survivors) that shaped the strategy; part of the team behind the rebrand itself.
Impact: The rebrand launched in January 2025 and their first fundraiser raised $8.5 million for cancer nursing support in one week. This is their most successful campaign to-date.
Context: Moneysmart is the Australian Government's national financial literacy program. Despite steady presence since the early 2000's, this platform has ineffectively engaged audiences to boost the country's literacy rate.
Insight: The original Moneysmart brand was built as an educational tool that caters to ‘everyone’ but through quant and qual research, we identified the true audience targets with most potential for growth and engagement: Pre-retirees and Australians 'Starting out' (starting university, buying a house, moving into the city etc.)
Objective: Let's reimagine Moneysmart, focusing our impact for Australians moving into a new chapter of life
Involvement
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Lead client and internal workshops to distill the strategic challenge, audience need and creative vision
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Design the creative brief to launch the visual rebrand
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Collaboration with digital partners to map out the ideal navigation and content for our audience targets: who both have shared drive to maximise wealth and feel agency as they move into their new chapter of life.
Impact: The launch has unlocked partnerships with a range of financial institutions, creating a more seamless link between education and action for smart money decision.
From Woolworths, Australia’s largest supermarket brand. For many shoppers in Australia, Woolworths Rewards was a basic loyalty transaction that felt a lot like every other scheme out there.
Brief: To transform Everyday Rewards into a brand that people trust, engage with, and love. Something people actively chased, not just a card that got tapped at the checkout.
Insight: Everyday Rewards isn’t simply a rebrand of an existing program. It is a fundamental reengineering of how loyalty worked for the supermarket. So much more than simply earning points.
Involvement
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Shaping the masterbrand and sub brand architecture alongside digital and client teams
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Ongoing brand maintenance as new products and services were launched
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Involved in app redesign as EDR moved into a new era of loyalty shaped by Artificial Intelligence, interactive chatbots, and other features across desktop and mobile