I teamed up with agency We Are Unity to help bring to life an employer brand for Australia's largest integrated cattle and beef producer, and is the oldest continuously operating company in Australia. Although they had a defined external brand, they needed something more specific to guide their communications with current and prospective employees. As the sole copywriter and messaging strategist on the project, I worked alongside the brand designer to make sure that the brand guide, web copy, and photography style guide were thorough, cohesive, and effective.

• Brand pillar development

• Brand personality definition

• Tone of voice guide

• Headline bank

• Headline & tagline usage guide

See the brand work in action on their People & Careers Page.