JoshJosh
Exploring the stories behind the music
The challenge
JoshJosh’s music has always been about more than the songs themselves.
His latest album explores the Japanese concept of Ikigai: the search for purpose, passion and the things that make life meaningful.
The challenge was to create a visual world around his music that didn’t simply promote songs, but captured the deeper stories, people and places that inspire them.
The opportunity
Rather than creating traditional music content, we looked at the idea behind the music and asked:
What does Ikigai look like in our own community?
Based around Sydney’s Northern Beaches, we created a visual storytelling project that explored the people who are deeply connected to their craft and purpose.
From painters to brewers and other local creatives, each person brought their own story of passion, dedication and fulfilment.
These stories became part of a larger narrative: the world behind Josh’s music.
Bringing the story to life
The project focused on creating a connection between:
Music
Exploring the themes and emotions behind Josh’s work.
Place
Using the Northern Beaches as more than a backdrop, but as a character within the story.
Community
Celebrating local creatives who embody their own version of Ikigai.
Connection
Showing that meaningful creative work comes from people who care deeply about what they do.
The result
A body of visual storytelling that transformed music promotion into something more immersive.
Rather than asking people simply to listen to a song, the content invited them into the world behind it: the places, people and stories that shaped the music.
STRATEGIC WORK INCLUDED:
Creative direction
Story development
Location scouting
Photography
Video production
Editing
Social content strategy
Artist storytelling
BounceDown Swimwear
Turning a product into a movement
The challenge
BounceDown was created to solve a problem founder Laura knew all too well.
As an active woman with a larger bust, she wanted to participate in water sports but struggled to find swimwear that offered the support and confidence she needed.
The product was never just a swimsuit.
It was about helping more women feel comfortable, confident and included in the activities they love.
The challenge was bringing that deeper story to life and building a brand that connected with the women behind the product.
The opportunity
Rather than focusing only on product features, we built a content strategy centred around the women, experiences and values that make BounceDown unique.
The focus became:
the founder journey behind creating BounceDown
the frustrations and needs of the D+ cup community
the confidence that comes from finally finding supportive swimwear
the lifestyle and adventures made possible by feeling comfortable in the water
Bringing the story to life
Through strategic content creation, we developed a social presence that balanced:
Founder storytelling
Sharing Laura’s journey, passion and purpose behind creating BounceDown.
Education & connection
Creating content that spoke directly to the experiences of women who had struggled to find supportive swimwear.
Product storytelling
Showing the innovation behind the design while keeping the focus on the women it was created for.
Community building
Creating content that encouraged conversation, connection and belonging.
The result
A social presence that goes beyond selling swimwear.
BounceDown’s content now tells a bigger story: that women shouldn’t have to compromise their confidence, comfort or participation because the right support doesn’t exist.
STRATEGIC WORK INCLUDED:
Social media strategy
Content planning
Photography & Videography
Reels
Copywriting
Social media management
Community building
Brand ambassador and influencer relationships
Fetch Haus
Creating a pet brand built around connection, community and good design
The challenge
Fetch Haus is more than a pet store.
Located in St Peters, Sydney, Fetch Haus was created by owner Luke as a place where pets and their humans could feel genuinely welcome.
With a passion for thoughtful design, quality products and creating a stronger connection between people and their animals, the challenge was to translate that unique personality into a social presence that felt as intentional as the store itself.
The opportunity
The heart of Fetch Haus has always been the community behind it.
From dog lovers looking for beautifully designed products, to creating a safe and welcoming space where every customer and their pet can feel comfortable, the brand is built around belonging.
The content strategy focused on capturing the personality behind the store:
the bond between pets and their humans
Luke’s passion for creating an inclusive community
locally sourced, quality products
the joy and humour that comes with life alongside animals
Bringing the brand to life
Through content creation and social strategy, I helped shape a visual identity that balances:
Elevated design
Reflecting the chic warehouse aesthetic of the store and its carefully selected products.
Personality and humour
Capturing the cheeky, playful energy that makes Fetch Haus feel different from traditional pet retailers.
Community connection
Sharing the stories, experiences and relationships that make the store more than just a place to buy pet products.
More than a pet store
One of the things that makes Fetch Haus special is Luke’s commitment to making the store a welcoming experience for every customer.
This includes creating opportunities for reactive dogs to enjoy the space through private shopping experiences, allowing dogs who may find busy environments overwhelming to explore safely and comfortably.
Because great brands aren’t just about what they sell.
They’re about how they make people feel.
STRATEGIC WORK INCLUDED:
Social media strategy
Content planning
Photography & Videography
Reels
Graphic design
Copywriting
Social media management
TOURIG
Building an adventure brand beyond the product
THE CHALLENGE
When I joined TouRig, the brand had built a strong reputation within the overland community but was struggling to grow beyond 20,000 followers on social media.
The content was heavily focused on the vehicles themselves, showcasing the builds and specifications, but missing the bigger story.
The opportunity was to shift the focus from what TouRig sold to why people wanted it.
People weren't buying a van. They were buying the freedom, confidence and adventures that the van made possible.
THE OPPORTUNITY
I repositioned TouRig’s content strategy around the lifestyle and community surrounding the brand.
Instead of simply showcasing vehicles, we began telling the stories of the people who owned them, the places they travelled and the experiences they created.
A key part of this was building a community beyond the initial purchase by creating the TouRig Owners Club: a space where customers could connect, learn and continue their adventure journey long after receiving their vehicle.
BRINGING THE STORY TO LIFE
I developed community-focused experiences designed to bring TouRig owners and future customers together.
This included:
Hosting "Rigs & Coffee" events where owners could showcase their builds and potential customers could experience the lifestyle firsthand.
Creating TouRig Owners Club adventures to secret locations where owners could camp, connect and build confidence with their vehicles.
Organising educational experiences covering skills like vehicle recovery, including how to safely winch out a stuck vehicle.
Creating photo and video content that captured the people, stories and adventures behind the brand.
By turning owners into a community, customers became the strongest advocates for the brand. They weren't just driving TouRig vehicles; they were sharing the lifestyle with others.
THE RESULT
The shift from product-focused marketing to community-led storytelling helped TouRig build deeper engagement with its audience and create a stronger connection between the brand and its customers.
The Owners Club became more than a customer group. It became part of the sales journey, with existing owners naturally becoming brand ambassadors and helping potential customers understand the lifestyle TouRig represented.
The result was a community-driven marketing ecosystem where customers, content and experiences all worked together to support brand growth.
STRATEGIC WORK INCLUDED:
Social media strategy
Content planning
Photography & videography
Community building initiatives
Event creation & hosting
Brand ambassador relationships
Customer storytelling
Social media management
Lifestyle content campaigns
