Work
Shepherdess Brand Building.
Shepherdess packs a mighty punch for a small magazine, with community engagement at its core and a beautifully produced magazine that brings this ethos to life. The small team have bold plans and tonnes of creative ideas to help rural communities thrive and needed help refining those ideas strategically. I worked with the team on a brand strategy workshop to define Shepherdess’s core values and really hone in on their identity and what was important to them, therefore making it easier for the team to line activities up that matched their big picture goals.
The result.
A brand-defining strategy that put its purpose above everything else. Any communications or brand decisions could be bought back to the core values to create cohesive decisions that better connected the brand’s voice and actions. From advertising and a brand new website, to grant proposals and community engagement, Shepherdess’s brand strategy has ensured that everything created by the team comes back to their core purpose.
The Gullies Art Residency PR.
The Gullies Art Residency was launched by two forward-thinking, art-loving farmers in the Rangitikei to connect farming and art communities. The residency attracted high-profile Auckland-based artist, Andrew McLeod as its inaugural recipient and wonderful interdisciplinary artist Caroline McQuarrie as the second resident. Laura wanted to create awareness around the residency to create positive conversations about farming on a national level.
The result.
The unique concept attracted a range of media coverage from highly targeted publications including Radio New Zealand, Stuff Arts and Lifestyle Magazines, as well as local and industry coverage.
Bonnet App Launch
Bonnet is a brilliantly simple idea to ease the mental load of families and business owners. Bonnet houses all of your car admin in one place so you’ll never forget a rego, service or WOF again. I worked with Bonnet to create a launch strategy for the app leveraging user data and NZTA stats to show exactly why this app was needed. More than half of New Zealanders are driving around without a valid WOF. The app is free to download and developed locally in Mount Maunganui with the aim of changing behaviour around essential car admin.
The result
Bonnet launched as the number-one app in New Zealand, beating Google, with over 12,000 downloads in just a few weeks. The app gained national coverage on Stuff and The New Zealand Herald with follow-up stories in leading industry and tech publications.
Spliced Launch Support
A soft launch for a beautiful collaboration between to New Plymouth creatives. The Arc Dept and Lu Diamond created a sculptural series of single stem vases, hand cast in resin with unexpected colour pairings and architectural angles.
The result.
With a short lead time, we aimed for strategic gift guide placements in premium lifestyle publications in time for Christmas. The stunning imagery and playful palette lent itself to high-end placements. Coverage was secured across Fashion Quarterly, Viva, Focus Magazine and Stuff’s Weekend magazine.
The Shepherdess Muster
The Shepherdess Muster was a first of its kind event aimed at bringing experiences, art and music to an isolated rural spot for the weekend getaway like no other. The ongoing marketing and breadth of the event required a multi-angle approach, leveraging launch news and host personalities for ongoing coverage that got people talking about this new concept.
The result.
Over 46 pieces of coverage, including engagement with local media and national pieces across radio, print and video, the coverage reached over 2 million views. TV and national event coverage was secured for the festival but unfortunately, the event couldn’t take place due to the weather events at the time.
Shepherdess
The Gullies
Zespri
Woolchemy
TBLE
Hawkins
The Arc Dept.
BathCo.
Marketing takes a village. I collaborate with the best digital ad specialists, graphic designers and photographers to make your life easier.
Let’s work together.
Lucy is so clever and strategic. She understands brand strategy and has worked in a large media company in Australia, so this combined knowledge and skill set has been invaluable to us in growing Shepherdess. Lucy has a skill of conceiving and articulating key messages, writing copy that ties to the overall brand values and tone of voice, and thinking of creative angles to pitch. Lucy is a valued advisor to us on all manner of things media, PR and marketing.”
Kristy, Shepherdess.