Story Telling.
Every brand has its own unique selling points, but effective story telling goes beyond simply communicating what a brand offers. It’s about how those messages are crafted and delivered - creating an emotional connection that reinforces the brand’s values and resonates meaningfully with its audience.
Here are some of the brands I’ve helped define, shape and tell through story telling.
Knotwood & Sustainability.
As part of Knotwood’s story, sustainability was something I had a responsibility to communicate. Rather than simply using a certification or claim, I worked to make it part of the brand across our platforms, partnerships and physical presence.
One example was building a relationship with the Irwins, donating Knotwood products throughout Australia Zoo and sponsoring the Steve Irwin Gala in Las Vegas. These initiatives helped bring our sustainability values to life through actions, not just words.
This thinking also carried through our broader brand direction, from imagery featuring nature, greenery and open Australian landscapes to how we presented the brand across our platforms.
I see this reflected in what you’re already doing at Ghanda. Your beach and coastal imagery naturally fits the brand aesthetically, while subtly reinforcing a connection to the environment and the values behind your sustainability efforts.
For me, that’s the value of good storytelling - using what a brand already stands for to naturally communicate its values and create a deeper connection with its audience.
(Also, since referring to the Knotwood website, I can see they’ve made changes to it, and unfortunately, it looks like it was done without proper design oversight).
Olympia & Lifestyle.
For Olympia, story telling was about understanding what motivates our audience and creating a brand that speaks directly to those motivations. Rather than communicating the product alone, we focused on the lifestyle and outcomes our audience was looking for.
A good example was the launch of our sauna. We identified two distinct audiences and created separate stories for each.
Beauty: For an audience focused on beauty and aesthetics, the story centred around achieving a healthy, natural glow and making sauna part of their self-care routine.
Performance: For those focused on fitness and physical performance, the story shifted towards recovery, relaxation and the physical benefits of regular sauna use.
The product stayed the same, but the story changed depending on what mattered to each audience. This allowed us to create content that felt relevant and familiar to them, while still building the broader Olympia brand.
This story telling is also relevant to Ghanda. Your audience already connects with beach culture, summer, travel and an active lifestyle. By creating content within those familiar worlds, you can communicate the brand’s products and values in a way that feels natural to your audience.
Freelance & Story Telling.
As you can see from the examples above, in my last two roles I’ve helped tell stories for existing brands. But for the past 12 years, I’ve actually been creating them.
I’ve built brands from the ground up, shaping not just how they look, but the story, personality and world that surrounds them. In many cases, that brand has gone on to dictate how the entire business operates.
For example, I created a superyacht brand and then conceptualised the crew outfits. I’ll create a bar identity and then influence everything from to do with the fit-out.
So while the examples above demonstrate my ability to tell a brand story through content and campaigns, my experience goes beyond that. I’ve spent 12 years creating the brands themselves - and then bringing those stories to life across every touchpoint.
And that applies to Ghanda, I’d have no issues continuing to tell the story you already have. The brand and its world are already established; my role would simply be to understand what makes that story work, and continue building on it in a way that feels authentic to Ghanda and its audience.
Fashion Industry.
It’s funny that the fashion industry hasn’t really come up much so far, so I wanted to highlight that I do have experience working within fashion - creating assets, contributing creative direction and helping shape how brands are presented.
I’ve done this across brands including UGG, Nike, House of Bimbi and DISSH, as well as creating merchandise for many, many different businesses.
Thank You
Ghanda Team!
To see the depth of creative styles I can bring to life,
check out this page — or, better yet, my Instagram.