BUCK Grooming - Brand Creation Case Study
BUCK Grooming was conceived and built as a challenger men’s grooming brand for the everyday man. The strategic intent was to occupy a white space between premium grooming and mass market brands by combining accessible pricing with a distinctive brand identity, strong narrative, and cultural relevance.
As Founder and Brand Director, I led the end to end creation of the brand, defining the strategic positioning, creative platform, and execution across all consumer and trade touchpoints. This included logo and identity development, brand architecture, campaign ideation, packaging design, tone of voice, and retail experience.
The core brand idea, “Remember us by the face”, was grounded in a human insight: people are remembered by their faces long after their names are forgotten. This insight informed every aspect of the brand system. Each product featured the face of a relatable everyday profession such as an office worker, chef, or member of the military, reinforcing authenticity and emotional connection rather than unattainable aspiration.
I set and owned the brand’s tone of voice, deliberately informal, tongue in cheek, and culturally aware. Campaigns such as “I’d BUCK That” translated commercial offers into memorable creative moments, balancing humour with clarity and reinforcing brand consistency across channels.
Creative direction extended into physical retail. Front of counter displays were designed to reference cigar boxes, creating a strong visual signature that retailers were proud to showcase. This ensured standout presence at point of sale while maintaining alignment with the brand’s masculine, playful personality.
Storytelling was treated as a strategic growth lever. Limited edition launches were framed as collectible experiences rather than product releases. A numbered limited edition fragrance sold out within two months, validating demand, brand desirability, and the effectiveness of scarcity led storytelling.
This project demonstrates my ability to lead brand strategy and creative direction from concept to commercialisation, building brands that are culturally resonant, creatively distinctive, and commercially effective.Top of Form
CMC Markets - Branding Case Study
I was appointed on a maternity leave contract to lead marketing for the Premium and B2B segments, which collectively represent approximately 70 percent of total revenue for CMC Markets.
These segments operated under a sub brand called Alpha. Early in my tenure, it became clear that Alpha lacked a strong and coherent brand identity and was widely misunderstood both internally and externally. The positioning, messaging, and visual language were inconsistent, resulting in confusion around the value proposition and the role of Alpha within the broader CMC ecosystem.
I initiated a comprehensive brand audit to assess positioning, messaging, tone of voice, visual consistency, and audience perception. This audit highlighted fragmented brand assets, unclear differentiation, and a lack of alignment between sales, marketing, and product teams.
Based on these findings, I led the development of a new brand positioning for Alpha, including a refined value proposition, revised tone of voice, and a clear messaging framework. I delivered a full suite of brand guidelines covering branding principles, content creation, sales presentations and onboarding communications. This ensured the brand was presented consistently and confidently across all touchpoints and was clearly understood internally.
From a go to market perspective, I restructured the paid media strategy to avoid confusing lead acquisition at the lower end of the funnel. Instead, Alpha was repositioned as an aspirational, top tier brand within the CMC ecosystem, designed to inspire progression among existing clients while reinforcing premium credibility with prospective audiences.
To support this positioning, I introduced a structured events calendar with continuity and recognition across the year, building familiarity and trust among high value prospects through consistent, premium experiences.
Results
FY 2027 marketing strategy for Premium and B2B segments
Clear and consistent brand guidelines for Alpha
Strong internal alignment and understanding of the brand’s role and value
A simplified and aspirational premium brand architecture within the CMC Markets ecosystem
Realign Physio Brand Creation
Realign is a boutique physiotherapy clinic located in Sydney’s Inner West, with a clear vision to support patients through specialised services including clinical Pilates and neurological rehabilitation.
I led the full brand development, translating the clinic’s purpose and clinical expertise into a clear, cohesive identity. This included the creation of the website, development of comprehensive brand guidelines, and definition of a confident, empathetic tone of voice.
The outcome was a refined and distinctive brand that clearly communicates Realign’s value proposition and mission, while visually reflecting professionalism, care, and clinical credibility.
Outcomes
Delivered a clear and professional brand identity that differentiated Realigned within a competitive Inner West healthcare market.
Launched a new website designed to improve clarity of services, practitioner credibility, and patient trust, supporting enquiry generation and conversion.
Established consistent brand and messaging guidelines, enabling confident and aligned communication across digital, in clinic, and practitioner touchpoints.
Strengthened positioning in key growth areas including clinical Pilates and neurological rehabilitation, supporting referral conversations and long term brand equity.