Experience without theatre.
Thirty years of decisions, launches, mistakes, recoveries and results. Applied to what is in front of you now.
Frenchie®. Character comes first.
Brand authority. Creative problem solver. Mentor.
Thirty years of work that had to perform.
I build brands, challenge rooms and help people become clear enough to lead what comes next.
Selected experience · Australia and worldwide
01 / Frenchie®
Thirty years of brand building, business pressure and human pattern recognition, brought to the problem in front of you.
The work spans household names, global campaigns and founder-led businesses. Chemist Warehouse. Google Pixel. Coles. realestate.com.au. SEEK. Levi’s. And the ambitious businesses you may not know yet.
What connects them is not a signature visual style. It is the ability to see the real problem, give it language and build the commercial and creative answer around it.
Every engagement is direct. The thinking, the challenge and the creative judgement stay in the room.
Instinct with a backbone.
Frenchie® sees the thing beneath the brief, then gives the instinct enough structure to survive the room.
Brand and person together.
A business cannot become clearer than the person leading it. The work holds both at the same time.
02 / Point of view
A brand is not a look. It is the character of a business made visible.
That belief changes the questions, the work and the result.
Character comes first.
The decisions, standards and conviction of the person leading the business shape everything that follows.
Clarity is commercial.
When people understand what you are, why it matters and what to do next, brand stops being decoration and starts creating movement.
Recognition must be earned.
Distinctive work gets attention. Consistent behaviour turns that attention into trust, preference and value.
03 / Selected work
Different problems. Different sectors. Work built to move people and business.
Case study coming soonCase study coming soonCase study coming soonMore from the portfolio
Case study coming soonVamos BikesBrand relaunch
Mobility / Australia
Case study coming soonFounders + LeadersMentoring and direction
People / Worldwide
Case study coming soonHigh FashionIdentity and experience
Retail / Australia
Case study coming soonCoastnSmokeIdentity and packaging
Food / Australia
Case study coming soonWearGroupSocial and digital
Workwear / Australia
Case study coming soonKet BakerBrand and experience
Hospitality / Australia04 / The method
Five words. One connected way of working.
- 01
Sense.
See what is really happening.
- 02
Define.
Name the decision that matters.
- 03
Guide.
Create a direction people can use.
- 04
Amplify.
Build recognition and momentum.
- 05
Evolve.
Become ready for what follows.
05 / Work with Frenchie®
Start with the work in front of you.
One decision, a room of peers, private access or a stage. Choose the way in that fits where you are.
The Letter
A lower-commitment way into my thinking on brand, business and leadership.
$0 for a short timeJoin free ↓Sense & Define
Two private hours, 1:1 with me on Google Meet. Find the one thing holding your business back and leave with a 90-day plan.
$250Book the session ↗The Room: Guide
A small room of founders. Two meetings a month, group access, direct email and supporting assets.
$499 / month · 30 placesRegister interest ↓The Room: Circle
Eight places. Weekly meetings and direct email access.
$999 / month · 8 placesRegister interest ↓The Mentorship
Weekly one-to-one work, in-person meetings and direct access.
$9,999 / quarterStart a conversation ↓06 / By invitation
Enquire about speaking ↓
Speaking and masterclasses
Keynotes, masterclasses and facilitation on character, brand and better decisions, for leadership teams, conferences and events.
06 / Contact
Bring me the thing you are building, changing or trying to solve.
A short note is enough to start. Or reach me the way that suits you.