In-house role — Head of Marketing
Creative and brand direction for a culture-led Australian lifestyle brand.
Project Blank was a brand built on culture, community, and point of view. I joined during a shift from growth-at-all-costs to something more intentional – refining what the brand stood for and how it showed up across product, content, and partnerships.
I led a full brand refresh, brought creative production in-house, and shaped how the brand communicated across channels. I worked closely with the founder on product development, seasonal capsules, and collaborations – ensuring they felt aligned with the brand’s identity rather than opportunistic.
What changed:
- A fully re-developed creative direction for the brand, designed to reflect the values of the local surf community
- A full feature brand film: Corners of the Earth, Kamchatka (available on Prime Video)
- Brand partnerships with Gage Brewery, AllPress coffee roasters and multiple media businesses
- A roster of surfing talent from New South Wales
- Multiple brand video & photoshoots designed to scale the business digitally
Joshua Small, Creative Consultant 