I landed a goose in Oz

Hatching a new identity for an old Jabroni

Much more than simply creating some snappy new headlines...

When Goose Island landed in Australia for the first time, I was given the opportunity to not only create a unique voice for the brand, but to control the  narrative of the brand's arrival in a way that allowed me to go from building simple intrigue, to reshaping the brand’s identity.   

I created months of events (including all of their Australia 'Migration Week' tour). I wrote OOH, product packaging and print ads, directed videos, penned tastings, created merchandise, murals, competitions and brand partnerships and controlled their social. I even conceived and built a mobile bar to take across the country.  

Today, Goose Island is viewed quite differently in Australia to that of its homeland; sophisticated, inclusive, modern and exotic.

A CHEERS TO THE BREWSTERS

Tired of the fact that beer brands gear all of their advertising towards men, I used the clean slate of the Australian market to transform Goose Island into the beer that celebrated female beer fans just as much as their male counterparts. I created a partnership between Goose and 'Two Birds' (an award-winning female led Aussie brewery) to create a signature 'Two Birds, One Goose' tasting and teaching series. I created female only events and insisted that experts who hosted and  ran events were predominately female.