Jurlique is an Australian natural skin care brand with over 1200 doors globally. During Nicola's three years leading the brand strategy and creative, she evolved the brand for global growth. This meant making the brand more relevant in all regions, while increasing it's premium modernity.

During Nicola's tenure as Global Creative Director, the business doubled in size.

Leading a team of global and regional creatives, the brand evolution project encompased:
Global research
Brand strategy
Brand design
Internal brand
New range categorisation
Evolved packaging design
New instore product navigation system
Re-engineered product marketing
Rewrote and redesigned all collateral
Developed filmic content
Evolved store design and merchandising
Global brand rollout

Brand evolution
_brand design routes for research
_wrote brand strategy based on global research findings
_designed the new brand
_implemented it across key collateral
_directed rollout in over 20 territories

Packaging design
_new range categorisation
_evolved packaging design
_rolled out over 216 skus
_all promotional packaging (eg Christmas, Mother’s Day, Gift Sets, Travel sets, etc)

Product and promotional marketing
_around 15 campaigns per year which include window and instore posters, brochures, handout cards, visual merchandise tools, press releases, fact sheets, education tools, eblasts, digital assets, video assets.  

Agency: Jurlique
Duration: 30 months 

The ATO rebrand was wonderful journey of discovery as we educated one of countries formative government functions about what brand could achieve for their organisation.

At the beginning of the project, the Commissioner of Taxation Michael Carmody did not allow use of the word ‘brand’ internally. By the end of the project, he had created a designated brand team and chaired a conference to the heads of international taxation departments on the topic ‘The benefit of brand in a taxation environment’.

The first product designed by us in the new brand style was the Taxpayer’s Charter. All 457,000 printed documents were gone within a month, and for the first time ever, there was not a single complaint from the public. 

How did we create a solution?
While we couldn't change the tax system, we could use the brand to internally guide all employees how to deliver the different roles they must perform, and externally to manage content more effectively.

We created a behaviourally oriented brand platform which we then mapped onto the brand design system, and product framework, providing a wonderfully simple brand toolkit which determined the format, tone and design of every application.

Strategy phase
Internal and external research
Definition of strategic brand platform

Design phase
More than 50 applications
600 screen intranet guideline

Internal engagement
Organisation-wide cascading program
Handover of brand guardianship to internal communication and design team

Agency: Landini Associates
Duration: 18 months 

Suez is an global utility based in Paris. It operates in 120 countries, and has 220,000 employees globally with investments in media, energy, waste management, construction and water.

While Suez has an everyday presence in a huge proportion of the world's population, it was seen as nothing more than a financial holding company.  We were commissioned to create a global brand that gave the organization visibility and value.

We took their ever-presence as our starting point. We created a brand built around delivering the essentials of life.

The mark is intrinsic, universal and timeless. It could have been created by natural forces, a cave man or a machine that has yet to be invented. And then we gave them a brand with a unique personality reinventing the way a utility engages with it's consumers.

Design phase
In four months, we renamed the company, designed a mark and visual style, got buy-in from all the subsidiary companies, designed the brand launch event and all collateral, and worked with external agencies to manage post-launch collateral.

Implementation phase
Post-launch, our work with SUEZ continued over the next six months designing a series of applications, writing the guidelines and working with all roster agencies as brand guardian.

Agency: Wolff Olins
Duration: 12 months

BASE was a joint venture between Belgium's KPN Orange and Britain's Orange.

With their powerfully differentiated brand, they are now the fastest growing mobile operator in Belgium.

Our solution was brilliantly pragmatic and simple: we built the brand around a telephone's primary purpose: conversation. It gave us a spirited brand rich with personality. It humanised the business. It was perfect for translation. It works.

We managed the internal launch, and a rich media campaign - in four languages!

Agency: Wolff Olins
Duration: 6 months

Mark Morffew is a successful family portrait photographer in Sydney.

High street photographic studios were almost a thing of the past until Mark Morffew brought them into the modern age. He developed a new model, where the technology allows customers to direct the experience themselves and then self-select their portfolio.

And he needed a brand to reflect this exciting new offer. It had to be modern. It had to showcase 'easy'. And the photography had to always be the hero.

The brand was a huge success, and the concept store reached it's 2 year target in just 6months.

That's what heart-string-emotion looks like in the modern age.

Agency: Landini Associates
Duration: 6 months

JAG is an Australian fashion label which caters for men, women and children.

They'd been a powerhouse in the 70s, but after sale to a fashion group, relentless growth and a myriad of licencing agreements, the brand had lost its way. 

Our job was to give them a consistent brand language which centred on their strengths, to give them back their cool, and to concentrate the brand with a more consistent palette to gain more leverage and visibility. 

Agency: Landini Associates
Duration: 6 months 

The Bondi was a landmark for Australia's most famous beachside suburb.

We understood to achieve the prices, we needed to elevate not only our development, but the suburb as a whole. Everything about the brand, marketing and sales strategies was conceived to elevate not only the development, but the suburb as a whole.

And we did it very well. We broke the sales formula by inviting multiple agents to sell at an invitation only, $10,000 entrance fee launch event hosted at Icebergs. Sales far exceeded expectations, and all without bullding a costly sales suite. This was possible because our brochure, its imagery and the story they told did the job more effectively.

It was a stunning achievement, and the mean average price for sales in Bondi jumped by 5.2% in that single year. And we won the award for best property brochure.

Agency: Our Agency
Duration: 12 months 

Aveo Lindfield Gardens is part of the Aveo Group, Australia's leading provider of retirement living solutions. Lindfield Gardens is one of it's most prestigious addresses.

Retirement living has been a choice eschewed by the baby boomers who traditionally have a "live for today" mantra. The decision is often taken late in life when the choice has gone, and it's often made by a partner left with few options or a child. As such, the engagement and consideration comes with a lot more baggage than just the wedding crystal.

We had a big job to do. We wanted to inject this process with the aspirations we know very well from residential property marketing. We need to compel retirees to become active in the decision as they would their wealth and lifestyle management.

We did this by speaking to the universal desire for an easier life. And we created appeal by packaging it in a beautiful, premium yet emotional way. With our imagery showcasing creative arrangements of momentos and keepsakes, we not only communicate the aesthetic of the development, we completely rewrote the property marketing rules by breaking the formula and making it an intensely human communication.

Agency: McDowall
Duration: 6 months

The inspired architectural solution for Rosewater led the brand and design from the outset. An audacious junction of a modern timber cubist structure with tiered apartments nested into a gardened slope. A story in two parts.

For us, as well as communicating the unique nature of the development, it also gave us the means to straddle the two worlds of modern architectural vision with the conservative world of Rose Bay.  

As well as selling the development faster than targeted, we won the award for best property brochure.

Agency: Our Agency
Duration: 4 months

When the site of Sydney Wharf came up for redevelopment, we took the task of marketing such an important landmark very seriously.

Inspired by the materiality, we set about creating a boutique communication suite which included metal covers, boxed, bagged and VIP delivery of initial communication. Theater befitting such an extravagant location. We got noticed, and we won the Australian property award in the process.

Agency: Our Agency
Duration: 12 months

Our Agency is Australia's premier lifestyle branding agency, and the undisputed leader when it comes to property brand, marketing and communication.

One of her first projects was to rebrand the agency. The founders give great licence to the talented people they employ, so it was only fitting that the brand represent a little of everyone with signatures and handwritten and sketched elements humanising the minimal black and white brand palette.

As Creative Director, Nicola did more than rebrand the business. She developed a brand strategy offer and expanded the client base into adjacent areas. And she developed over 40 award-winning brands while at the helm.

During her tenure, the agency doubled in size, while the founders halved their handicaps!

 Agency: Our Agency
Duration: 36 months