Work
Appliedthinking.
Four examples of the same discipline: understand the situation, find the signal, build the system, make change easier to act on.
Blue Carbon
Breakthrough engineering with no public profile. The task was not to decorate the science, but to make it understandable to government, investors and the public. Applied thinking: build credibility before the market is fully formed. Within three years: XPRIZE Water Scarcity Semifinalist, double Earthshot nominee and KPMG Nature Positive winner.
Australian Banking Association
Twenty-seven competing banks needed a trusted way to share policy and coordinate. The issue was alignment, not just technology, so the portal was built around member behaviour and governance. Applied thinking: make dense policy findable, usable and safe. Downloads rose 660%; followers grew 5,600%.
WestConnex & Transurban
A Transurban-led consortium took over WestConnex, and two workforces had to operate as one. Structure alone would not create trust, so communication was built around shared identity, visible leadership and human stories. Applied thinking: make integration personal enough to land. Engagement reached 84%.
U College
A training provider in a crowded, low-trust category needed a sharper reason to be chosen. The positioning, look and voice were rebuilt around one promise: get your career back. Applied thinking: make the offer emotionally clear and commercially useful. Conversion ran at 4× the industry standard; retention hit 91% — 3× the industry rate.
Selected organisations
The rooms change. The work doesn’t.
Banking, infrastructure, technology, education, media, culture. Every one of them started the same way: understand the audience.
A rare command of the power of communication, and of the interaction of its many forms.
Next
Bring the hard brief.
Available for senior contract, project and advisory work in Sydney, hybrid or remote.