Work

Decided, then built.

Two kinds of engagement, one standard of judgement. Some of this work ends in a position the market can repeat back to you. Some of it ends in a product with customers in it.

Repositioned

A rebrand changes how you look. A reposition changes what you are.

Brand, positioning and the systems that make the decision operable inside the business.

Prestige property

RT Edgar

Repositioning · Brand system · Network enablement

+41% organic enquiries. One live design system for 200+ staff across the network.

A 150-year legacy brand repositioned, then made operable: franchise-wide training, tech-stack design, and a live integrated design system every office draws from. The strategy did not stop at the deck. It shipped into the hands of the people who use it daily.

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Property data

Cotality

Repositioning · Internal brand

Repositioned outside-in and inside-out. The internal brand was rebuilt alongside the market-facing one.

Repositioning and internal branding for a property data business. Most repositions stop at the market-facing layer and leave the people inside the company describing it five different ways. This one was built to be understood internally first.

AI product

Ken AI

Repositioning · Tone of voice · Site design

A live AI product whose brand and interface hold the same standard as the systems behind it.

Brand repositioning, tone of voice and site design for a live AI product. In a category where every competitor claims the same capability, the brand is what makes the claim legible.

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Fintech

Obie Money

Naming · Positioning · Identity · App UI · Fundraising

Named, positioned and designed from zero, through to the raise.

A fintech startup for Gen Z and Gen X: naming, positioning, identity, app UI and the fundraising story. In fintech the product is trust, and trust is designed before it is earned.

Built

Products in market, not pilots in a deck.

Designed, built and shipped in partnership with Antimony Studio, the build engine founded by Sam Hill in 2018.

PropTech

Indium OS

Product strategy · Brand · Built and shipped

80,000+ entities face new AML/CTF obligations from July 2026. Most aren’t ready.

The compliance and intelligence operating system for Australian real estate. Designed, built and shipped in partnership with Antimony Studio, and live with active clients. Not a pilot: an operating product in a market with a legislated deadline.

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E-commerce intelligence

Selenium

Product strategy · Brand · Built and shipped

Built for brands doing $1M–$50M who need enterprise-grade insight without the enterprise price tag.

SME e-commerce brands are drowning in dashboards and starving for decisions. An AI-native intelligence platform that connects the entire stack into one operating system for growth, surfacing the insights and actions a team would otherwise spend days producing by hand.

Fashion retail

Femme Connection

Data intelligence · Lifecycle · Built and shipped

To 63 NPS, with net profit up 64% across two years. The project that became Selenium.

Live customer and commercial data read as one system and put to work. The first build of its kind for the practice, and the engagement that proved the pattern worth productising. Selenium exists because this worked.

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Consumer software

ACIM

Positioning · Product strategy · Built and shipped

Most tools hand a family another list to maintain. ACIM does the work instead.

A private operating system for family life: a family EA, a research team and a connectivity suite in one. Built for two working parents running a home, careers and young kids at once. It holds money, calendar, meals, maintenance and the kids’ week as one shared plan, works in the background comparing energy and insurance and coming back with real numbers, and keeps two exhausted adults genuinely in sync. The question it answers is not “what are my tasks?” but “given our money, our energy and what we’re building, what is the best plan for this week?”

Your version of this starts with a diagnosis.

Fixed scope, and a named diagnosis inside two weeks.

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