Department of Education International (DEI).
Building the brand and delivering results.
Building the brand and delivering results.
My first campaign for the department exceeds KPI's by 4.3%
I developed an integrated campaign, Bring the World to Your School, to inspire NSW public schools to host international students. The campaign included Teams and Viva posts, staffroom fridge magnets, pull up banners, mouse mats, intranet landing page and a video. The campaign exceeded its KPIs by 4.3%.
Note: this campaign was executed in DEI's old brand look and feel.
I developed an integrated campaign, Bring the World to Your School, to inspire NSW public schools to host international students. The campaign included Teams and Viva posts, staffroom fridge magnets, pull up banners, mouse mats, intranet landing page and a video. The campaign exceeded its KPIs by 4.3%.
Note: this campaign was executed in DEI's old brand look and feel.
Rebranding the department
As DEI's brand custodian I led the update of the department’s brand to align with the NSW Masterbrand Framework while maintaining DEI's distinctive identity.
As DEI's brand custodian I led the update of the department’s brand to align with the NSW Masterbrand Framework while maintaining DEI's distinctive identity.
Creative without strategy is just decoration
I have transformed the production brief process by shifting the emphasis from merely meeting specifications to fully understanding the business objectives behind each project. When necessary, I develop a reverse creative brief to identify key elements such as the unique selling proposition. This approach ensures that the creative work is not only visually compelling but also has a strategic message and a clear call to action.
I have transformed the production brief process by shifting the emphasis from merely meeting specifications to fully understanding the business objectives behind each project. When necessary, I develop a reverse creative brief to identify key elements such as the unique selling proposition. This approach ensures that the creative work is not only visually compelling but also has a strategic message and a clear call to action.
Less is more
I identified an opportunity to strengthen DE International’s visual consistency by advocating for the consolidation of our colour palette from 32 colours to 2 primary and 6 secondary colours. This is more than a visual simplification—it is a strategic move to create greater consistency, recognition and brand impact across every touchpoint. I am look forward to the redesign of the website later this year.
I identified an opportunity to strengthen DE International’s visual consistency by advocating for the consolidation of our colour palette from 32 colours to 2 primary and 6 secondary colours. This is more than a visual simplification—it is a strategic move to create greater consistency, recognition and brand impact across every touchpoint. I am look forward to the redesign of the website later this year.
DEI's most successful campaign to date with an 3400% increase
This natural, unscripted and shot on an iphone video series not only showcased our outstanding schools but also captured the confidence, friendliness, and pride of our students and school staff. This approach led to a 34x more engagement on WeChat, significantly enhancing our audience connection and expanding our reach. This particular video was targeting a Japanese audience who were very interested in experiencing the rich multiculturalism of Sydney.
This natural, unscripted and shot on an iphone video series not only showcased our outstanding schools but also captured the confidence, friendliness, and pride of our students and school staff. This approach led to a 34x more engagement on WeChat, significantly enhancing our audience connection and expanding our reach. This particular video was targeting a Japanese audience who were very interested in experiencing the rich multiculturalism of Sydney.
Every touchpoint deserves a good idea
Every brief is an opportunity to build the brand, something as simple as a gift for our Education Agents. When they take the branded teapot back to their office, it becomes another opportunity for our brand to be seen and remembered by the target audience.
Every brief is an opportunity to build the brand, something as simple as a gift for our Education Agents. When they take the branded teapot back to their office, it becomes another opportunity for our brand to be seen and remembered by the target audience.
Proud to be part of the NSW Government
I take great pride using my wealth of experience to deliver high-quality creative campaigns inhouse. Combining strategic thinking with strong consistent brand design to help build the department's brand and achieve record-breaking results on a limited budget.
I take great pride using my wealth of experience to deliver high-quality creative campaigns inhouse. Combining strategic thinking with strong consistent brand design to help build the department's brand and achieve record-breaking results on a limited budget.