“Dani’s expertise and insight throughout the lifecycle of TEDxMelbourne’s branding ensured that we delivered intelligent and compelling creative.”
James Lim, Creative Director and Co-Founder – Your Creative
A tertiary background in architecture has equipped Dani with creative problem-solving techniques and a unique focus on human interaction and engagement. She harnesses these learnings to design marketing strategies which really connect businesses with their audiences.
At the core, Dani works with human-centred design methodologies to overcome hurdles within a holistic business eco-system, encompassing operations, marketing and communications.
Recent brands I’ve worked on:
Next Chapter – Project Consultants, Australia
Increased Client Conversion
Doubled business for corporate healthcare organisation in 12 months by refreshing brand, crafting marketing collateral, relaunching website, setting up a CRM and managing direct business development and tender submissions.
Reduced Internal Resources
Established a booking system for corporate healthcare organisation that allowed on-site participants to register their flu vaccination sessions independently, cutting down 30% of internal administration.
Digitised referral process and developed a broker portal for a property investment organisation minimising administration and automating initial client warming process.
Automated Client ‘Warming’
Designed the strategy for and managed a client (B2C) and broker video (B2B) as a warming exercise and advocacy piece minimising directors’ time during initial client engagement.
Improved Candidate Pipeline
Rebranded long-standing architecture firm to elevate public perception, reinvigorate employee morale and improve candidate pipeline, saving money on recruitment and induction costs.
Industry Leadership Positioning
Improved construction company brand, collateral and website to position them as an industry leader improving their tender success rate.
“Thanks for all the hard work – we are a better company because of you.”
Shane Rothe, Founding Principal – Rothelowman Architects
“You have been a great asset to our team and we have loved your work to date.”
Sarah D’Orazio, Managing Director – Metric Marketing
“You’re a rock-star, when you put your mind to things you get amazing results.”
Brian Pliatsios, Founder – Health Watch Australia
“We couldn’t have launched the website without you.”
Stephen Jolson, Principal Architect and Founder – Jolson Architecture
Case Study – Rothelowman Architects
Rothelowman, a national architecture firm, was already quite progressive in their marketing approach upon my arrival in 2015.
Lead by the Managing Principal, they had worked hard to establish a holistic marketing function in order to acquire and grow their list of blue-chip clients and consultants.
Whilst there was an established PR agency and various existing initiatives, the team hadn’t had the appropriate resources to drill down on the marketing activities and ensure they were achieving desired results.
My first port of call was to ensure a curated list of stakeholders had been identified and that the initiatives were serving these groups accordingly. Once we defined each stakeholder’s priorities we were able to design activities that would add value to their interactions with the company.
This included written content, intimate networking events, a stronger presence on social media and more. The benefit of forward planning meant the firm could offer these brand experiences more consistently, and with a higher quality outcome.
After 18 months of improving consultant relationships, providing prospective and current clients with insight into planning, urban design and architecture, running public events and getting a list of initiatives running smoothly, the firm’s Principal Group agreed to a brand refresh for the first time in 25 years.
We co-created a communications plan with the PR agency, engaged the management team to be the custodians and drivers of positive brand change, set up the infrastructure for a new website and digital ecosystem, communicated with and included team members in the process, liaised with production consultants for printing, signage and digital refacing and successfully launched the brand within a few months.
The company received 100% positive feedback about the new look, with candidacy pipelines improving, competitor architecture firms commissioning the same firms to refresh their brand and build their websites, and it improved employee morale.
During this time the firm also strategically took on a progressive design principal. This operational decision, coupled with the new look, brought in a different breed of desired clients and assisted with attracting a new younger generation of design talent.