BBC Worldwide
About:
APAC regional headquarters for BBC Worldwide, based in Sydney, responsible for the distribution, marketing, and commercial growth of BBC content, brands, and partnerships across the Asia-Pacific market.
My role:
Supported senior/lead artists across multiple integrated marketing campaigns spanning the APAC region, developing and delivering high-quality digital TV promos and campaign assets. Collaborated cross-functionally with creative, marketing, and production teams to ensure brand consistency, timely delivery, and alignment with regional campaign objectives.
Highlights:
Built the Night Manager Socials and campaign assets. Worked on BBC unmissable 21 Iconic shows campaign. Supporting finished artists for War & Peace
REBUILDING THE BRAND
(about)
Helped lead a brand evolution that repositioned the business for scale, modernising its visual identity and customer experience across multiple touchpoints.
The new direction strengthened brand recognition, created greater consistency across the network, and supported the company's growth into Australia's fifth-largest franchise group.
DIGITAL APP
(about)
Designed and launched a digital loyalty app from concept to nationwide rollout, transforming how customers engaged with the brand across 152 stores.
Replacing a legacy handwritten card system, the new experience streamlined rewards, simplified customer engagement, and brought a traditionally offline process into a modern digital ecosystem.
DIGITAL CAMPAIGNS
(about)
Developed the creative direction for Soul Origin's annual Soup Season campaign, building a narrative around comfort, tradition, and the meals many of us grew up with.
Inspired by the idea of "what would Grandma make?", the campaign leaned into nostalgia and simple, honest flavours, bringing warmth and familiarity across every customer touchpoint during the winter season.
SO-ESPRESSO
(about)
Created SoEspresso, a premium coffee-focused sister brand designed to complement and expand the Soul Origin ecosystem.
From brand identity through to customer-facing assets, the project centred on delivering a distinct retail experience for coffee enthusiasts while maintaining a clear connection to the Soul Origin brand. The range focused on premium beans, brewing equipment, and everything needed to bring the café experience home.
