A year long project, I formed part of the creative team assigned to work on developing a new powerful brand strategy, identity system and platform, in addition to on-going brand campaigns.  

Specifically, I undertook an extensive brand audit across all platforms, inclusive of in-store and post-purchase.  I worked across the creation of the new brand platform and strategy, as well as managing a team of digital designers, art directors and strategists to create a comprehensive brand bible.  This document provided direction across messaging and tone of voice, to store interiors and signage, website and social content, in addition to staff uniforms and events. 

I provided additional strategic and creative support in the form of campaign ideation, retail activation and customer definition strategies.