Case Studies
Here are a few projects I’ve worked on recently.
PS Rewards
How do you launch a new loyalty brand in a market where everyone’s already signed up to a dozen different cards… and nobody really cares? I developed a challenger brand strategy that turned saving money from a forgettable transaction into an emotionally rewarding habit, building brand engagement and long-term loyalty.
News media startup
What if the real product wasn’t the platform? Working with a UK media startup entering an overcrowded market, I uncovered a far bigger opportunity hidden inside the business model, repositioning the company from a content player into a data and engagement platform. The resulting strategy revealed a potential 10x increase in exit valuation and a completely new path to scale through media and ad-tech partnerships.
Pilbara Pest Co
In an industry competing on price and hiding behind the same tired clichés, I helped reposition this regional services business as the professional-yet-personable challenger brand in a stale category. By uncovering that enterprise buyers cared far more about trust and reputation than cost, I developed a strategy and brand system that could win over mining executives without losing local credibility, helping drive expansion across five locations and attract higher-value commercial work.
Take 5 Thrive
In a wellness market crowded with vague promises and feature-led brands, I helped uncover the one thing competitors couldn’t easily copy: a clear, proprietary framework people could actually follow. By repositioning Take 5’s five-point model as a source of guidance rather than more “wellness content,” I created a scalable brand strategy designed to resonate with both overwhelmed professionals and corporate decision-makers looking for something more meaningful than generic wellbeing programs.
OOME
How do you launch a new fintech product in a market where buyers have been burned too many times to trust anyone new? For this loan management platform, I developed a challenger brand strategy built around “quiet confidence”, positioning the product as the dependable middle ground between outdated legacy systems and bloated enterprise software. The result was a brand designed to reduce anxiety, earn trust fast, and resonate with cautious B2B buyers on both emotional and rational levels.