What if a beauty product could offer more than just hope? What if it offered certainty?
There may not be an ‘i’ in team, but there is a ‘one’ in everyone.
Essential viewing for those essentially responsible for supplying the world with the essentials for a better life.
When your footprint covers the acute, aged, primary, community and hospital care segments, your positioning line
almost writes itself.
Sydney’s new home of luxury brand retailing wants for nothing. Except tenants.
Missing apostrophe or not,
this conjoined coupling puts Melbourne’s other residential towers in the shade.
For those who exhibit a talent
for turning business into an
How does a new private wool brand make its marque? By not being sheepish about sharing
You can read about history, write about it, learn from it or ignore it. Occasionally, you may even witness it in the making. But rarely, if ever, do you have the opportunity to create it.
Welcome to Australia: land of sweeping plains, rugged mountain ranges, and universal healthcare that isn’t.
Create a residential community without actual residents? Watch this space.
These South Yarra apartments put the Yarra Lane precinct on the map—literally and figuratively.
Integrate divisions without creating them—that was first item on the agenda for StarTrack’s new owner.
Nothing says ‘wish you
r projects were here’ quite like a postcard.
Designers get spaces, it's the interstitial words that seem to vex. A nip, tuck and lift of the practice's self-penned archi-text ensured this online makeover transcended the cosmetic.
Moving 6,500 employees from 13 premises to the one, new mega office? Let communication do the heavy lifting.
By the city by the bay, a multi-residential development in the right place at the right time.
Express by nature, but no longer in name. Meet the newly re-minted StarTrack.
Before clearing its streamlined product range for take off, AaE needed first to arm and cross check a new suite of marketing collateral.
With this in-need-of-a-name startup on their side, ageing
C-suiters need no longer shy away from the prospect of retiring.
Want someone’s ear? Give ’em a voice. That’s how the Australian Institute of Architects attracted Melbourne’s heavy hitters to its Victorian Large Practice Forums.
It knows where you are, it knows what you’re doing. But in a good way.
Water… views… sunshine…
sky villas with cantilevered pools. What’s not to like?
With Isuzu repossessing the Rodeo, Holden needed a big truckin’ nameplate of their own making.
Backyarders and DIYers had given LPG a bad name. Time to tackle the myth-conceptions head on.
Inventors of chocolate. Devotees of human sacrifice. The Aztecs came, soared and were conquered.
Bringing a whole new outlook to a bygone area, this north-facing South Yarra development lets residents enjoy both sides of the river simultaneously.
Once self-proclaimed enfants terribles. Still self-confessed ferret racers. To grow, this graphic design studio needed to grow up. Or at least look and sound that way.
Seaside ambience + CBD convenience + resort-style amenities = life, elevated.
13.82 billion years in the making. Seven minutes in the telling. Welcome to a ‘Short History of the Future’.
A Swiss Army Knife of influence and information, this sprightly sesquicentarian continues to further the vested interests of employers, large and small.
A retired nameplate, resurrected amidst much fanfare, for a new, local four pot. Lo, the re-born Holden
Not sure what to do with that Victorian era gasometer of yours? Here's an idea: make it the iconic centrepiece of an eponymous mixed-use property development.
Ain’t easy being an Australian. Especially if you ain’t born one.
A call for entries in need of a call to action. Say ‘formaggio’…
If you want to help medical science in the future, donate your body. To help it now, give an arm and a leg—or whatever you can afford.
An education focused on individuality and creativity?
It will be the making of you—
Geelong’s AFL players get the star treatment, but it’s the city’s other sporting heroes who are officially installed as legends.
Hear ye, hear ye, budding
e-tailers. What thou website bringeth in orders, thy Office of Post can fulfileth via click and easy online logistics.
If signs don’t look promising for your way finding or placemaking designs, make your way to this place.
A verdant ornament, dormant
for 147 years, the heritage-listed gardens of 555 St Kilda Road are now sprouting a lush residential development.
Workhorse. Toy hauler. Bogan sports car. This you beaut Holden has the utility to suit everyone’s fancy.
It’s goodbye Gen-Nanna, hello Gen-Y as Holden reinvents an
old school nameplate for a too-cool-for-school market.
Holden switches the station to sport and brings music to the ears of sales reps and would-be wagon buyers everywhere.
Convertible or coupé? Coupé or convertible? A first world problem solved with form and function by this two-cars-in-one hardtop drop top.
What better way to captivate a captive audience than tales tall but true-ish, about the peculiar provenance of Crumpler product names.
Having a Crumpler bag is
good, but having one stuffed turducken-style with a load of other Crumplers is better.
a) Conventional wisdom meditation on the nature of inspiration. b) Prelude to a blindside. c) Both of the above.
It’s last drinks for a landmark Melbourne hotel, as the soon-to-be-erstwhile Stork brings the CBD its tallest residential tower.
‘The birthplace of Canberra 2.0’. That's how future social anthropologists will describe this arts-infused adaptive reuse of the historic Hotel Acton.
It’s change for change’s sake—but in a good way—as a new specialist creative agency emerges from the union of two Photon Group siblings.
In the spring a young man's fancy lightly turns to thoughts of love. And hopefully a new RV.
If you welcome the opportunity to connect with indigenous culture, then welcome you
Rain once stayed mainly on the plains in Victoria. Nowadays, not so much.
Then HBA, MBF and Mutual Community. Now BUPA. Was health insurer. Now health care partner with a unique brand promise—one it first needed to make to itself.
What’s better than having a desk of your own at work? Not having one, apparently.
If there’s news to tell, tell it.
If not, put on a show. Or in the case of Whites Pages’ digital ubiquity, a little from column A,
a little from column B.
An idea with international currency, this polyglot plastic
is smart money in anyone’s language.
The shortest distance from map to mApp? A front row seat at this content context confab.
Product launches don't get much bigger. But it wasn’t just a size thing. This was generational change—a re-imagining of Kenworth DNA for the road transport owners, operators and drivers of tomorrow.
Less may be more, but god is still in the detail. And in a retailer’s White Pages listing, the more of it the better.
Too many balances in your financial world and not enough checks? This web app is the answer by all accounts.
One part product detail, nine parts larrikin: that was the old Crumpler web words formula. The new needed to invert the ratio without subverting the brand’s raffish charm.
No point being the world’s most famous three letter acronym if no-one knows what you do. Time the planet smartened up.
Free advice is normally worth what you pay for it. But this is worth bottling.
When something sounds too good to be true, it usually is.
But in the case of this high tech, high fashion acoustic interior panelling, hearing is believing.
Night owl? Foodie? Fasionista? Café hipster? You'll feel right at home in these Prahran Village apartments.
Undervalued? Underpaid? Underrepresented? Emergency Physicans of Victoria, heal thyself.
Credit card fraud is fascinating. Its prevention, not so much. It would take a super
humanheroic effort to ensure secure transacting principles became everyday practise for Bupa staff.
Lake Wendouree. Famous for hosting the Olympic rowing in ’56. Infamous for catching
fire in 2008. Now famous again as the setting for Ballarat’s
first starchitect-designed apartments.
Yarra River aspect. Frontages to Flinders Street and AC/DC Lane. Architecture and interiors by Fender Katsalidis. Can’t get more ‘Melbourne’ than that.
Integrity. Honesty. Transparency. Qualities not automatically associated with the property development industry. But position perfect for informing this boutique consultancy’s brand.
Transfer funds. Check balances. Pay bills. Pay anyone mobile-to-mobile via SMS. This ground-breaking, game-changing, hyperbole-inducing world-first iPhone app does it all.
Big up your online presence,
and you big up your business. White Pages, masters of the cross-sell/up-sell universe, make it possible without the
Workplace conflict is bad for business. Unless, that is, your business is the new breed industrial relations wunderkind, TLConsult, in which case it’s a boon.
One billion dollars of R&D. The future of the company, and arguably the nation’s entire vehicle manufacturing industry, hingeing on its success.
Greater take up of online billing―that’s what Telstra wanted. Funny thing is, it’s what consumers wanted, too. Best give those Gen Y contact centre
slackers agents a nudge.
When a new paradigm emerges, everything changes. Literally so, in the case of this effortlessly configurable, endlessly scalable office furniture system.
the newly re-purposed old Melbourne Stock Exchange
was primed to take on an altogether different market.
It's banking. But not how it should be. Nor even how it used to be. One enterprise-wide reality check coming up.
Come in. Have a look around. Make yourself at home. Can I get you a coffee? Something to eat maybe?more…
Provide me with your contact details and I will use them ASAP to get in touch with you. But after that, your privacy has primacy. I'm a writer, not a Canadian online pharmacy.
The entire contents of this website are licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported Licence.
Me. I'm to blame. The site's lack of design and well-intentioned but oafish hand-coding are all my doing.more…
If I'm contactable, this number will find me. If I'm not, leave a message and I'll get back to you quick smart.
Want to Skype? Shoot me an email. I'll fire up the app, don my best headset, and be ready to VOIP faster than you can say 'Hasta la vista telco'.
Deskbound, on site or betwixt and between, I check my email regularly. So if you send one my way, expect a swift reply.
Everything locals say about the Fitzroy North Post Office is true, yet somehow, my mail always arrives. Eventually.
director. animator. pigeon chaser.
Awards matter—particularly to the organisations running them.more…
Yes—a 79 for year-12 English.
I’ve also acquired some handy non-writing formal qualifications along the journey:
Sure, providing your project scope is equally fixed, and your brief fulsome in both detail and direction. Otherwise, I’ll give you an estimate and keep you apprised as work progresses.
I generally invoice at the conclusion of a project.more…
You betcha. Look under tags in the main menu. You can go for a general browse-a-rama, or drill down to specific project types. Whatever suits.
Most projects I work on end up in the public domain, but not all.
You’ll mostly find me in North Fitzroy. My clients, you’ll mostly find in Melbourne, Sydney and Bris Vegas, and occasionally in Southeast Asia and The Middle East.
Aquarius. Although I’m not sure why it’s relevant.
According to my watch, nigh on two decades.
Mostly I worked in marketing and computing. I was also a Santa Claus photographer in the last millenium for a few weeks, but that’s another story.
Sure, here’s one I prepared earlier:more…
If by ‘…’ you mean accounting, agriculture, airlines, architecture, automotive or awards programs, then the answer is yes.more…
It’s commensurate with my experience and ability, as you would expect.more…
I can do, yes.
I enjoy getting out of the office, so generally the answer is no.more…
I specialise in distilling and expressing outcome-oriented narratives.more…
Someone far wiser than me once said, ‘style is the death of a copywriter’. What I write, and the way I write it, is 100% informed by context.
Totes. Send it to me in an email with the subject line: ‘Call yourself a professional?’ and I’ll ensure you receive appropriate recogniton.
I get asked that all the time.
My preference is to receive any background reading in advance, together with your written brief, then meet either face-to-face or via videoconference on Skype.
Only one way to find out.more…
I often perform small-scale edit/re-writes; usually as part of a larger project, the majority of which involves copywriting from scratch.more…
Absolutely. I’m a pitch veteran with an excellent strike rate.more…
Sure do. In fact, if I’m being totally up front, speeches are my favourite form of writing.
If you’re prepared to spell my surname: S-W-E-E-T-T-E-N,
I’ll sign pretty much anything.
Indeed, I do.more…
Writer Guy HQ is not the Royal Australian Mint. But it is alarmed, and has two yappy terriers on guard duty, day and night.more…
No idea. But I can tell you this:more…
I work the cloud; if everything goes to shit, I just: