GLASSGUARD

Glassguard, a rapidly growing Australian cleaning and surface protection brand, engaged me on a 3-month fixed-term Creative Director contract to bring cohesion and clarity to their marketing and creative output. This role spanned from packaging design to copywriting, digital direction, and global communication, shaping both how the brand looks and how it connects with customers.

OUTCOMES:

• A cohesive and unified brand presence across all customer touchpoints
• Packaging and marketing materials that communicate clearly and confidently
• Strategic guidelines that ensure ongoing brand consistency
• Marketing outputs that support both acquisition and retention

• Defined a consistent brand identity across packaging, digital, and physical assets

• Directed visual elements including icon suite, photo and video content, and website updates

• Translated technical chemical descriptions into plain language copywriting for packaging and marketing materials

• Crafted brochures, social media templates, and other customer-facing assets that aligned with brand strategy

MARKETING STRATEGY & COMMUNICATION

• Co-creation of brand statement, position, mission, and value proposition to drive clear market perception

• Updated website messaging hierarchy to support customer journey and conversions

• Implemented image and social media guidelines to ensure consistent design delivery across channels

• Directed activities between international producers and media outlets to elevate visibility of products and brand

LEADERSHIP & COLLABORATION

• Collaborated with international suppliers (e.g., manufacturing partners in China) to ensure brand alignment

• Coordinated with external specialists including photographers, videographers, and web developers

• Ensured cross-functional alignment between product, packaging, marketing, and digital delivery

HIGHLIGHT PROJECTS