BRAND STRATEGY CASE STUDY
Rebranding the branding experts
A strategic refresh for Fully Promoted’s digital marketing and brand presence in the Australian market.
Search Plus led the strategy that repositioned Fully Promoted from outdated uniform supplier to trusted local branding partner.
Born from EmbroidMe — a name that told you what it did but not why it mattered — Fully Promoted was carrying the weight of an identity built for a different era. The name and logo came from the US Head Office. The strategy, the story, and the trust were built here.
Transitioning 50+ franchisees from a name they’d traded under for years was never going to be simple. Many were resistant, the rollout was staggered, and the transition had to be treated as a brand moment in its own right.
The wider world had moved on too. Millennials and Gen Z are rapidly taking over as the drivers of entrepreneurship and SME growth—generations with higher expectations of the brands they work with. Staying as EmbroidMe was never really an option.
The answer became the foundation of everything: your local branding partner. Not a uniform supplier, but a full-service partner for small business owners who want to look the part and grow with confidence.
The answer became the foundation of everything: your local branding partner. Not a uniform supplier, but a full-service partner for small business owners who want to look the part and grow with confidence. When lockdowns shuttered businesses overnight, we pivoted the messaging from workwear to wellbeing, proving the brand could flex when it needed to.
Over eight years, I led the creative direction that turned a logo into a living brand system—shaping the voice, the vision, and a network that, in time, was proud to tell their new story.
As Creative Lead, I redefined how Fully Promoted showed up in the market—leading campaigns across paid media, content, email, social, and print that performed as well as they looked.
EMAIL MARKETING
Showing up, consistently
This wasn’t a set-and-forget program. I coordinated Fully Promoted’s national monthly EDM end-to-end—building a structured calendar, aligning brand and content with positioning, and ensuring each email was designed to perform on every device.
Every send was intentional. Strategically planned, creatively crafted, and part of a longer conversation the brand was having with its audience—one that grew more confident and cohesive with every iteration.
During my tenure I produced over 100 emails, with my designs evolving with the brand.
The program consistently outperformed industry benchmarks.
COMPETITION MARKETING
A business built on promotion had never really promoted itself. Until now.
Pitched by Search Plus as a way to build brand visibility and community engagement after the pandemic, the ‘Dress for Success’ Uniform Makeover Competition was my concept from the ground up. I named it, shaped it, and led the 8-week campaign from idea to launch.
The mechanics were simple and deliberately scalable: businesses across any B2B industry were invited to enter for the chance to win one of ten $1,000 uniform makeover vouchers. A game of skill that gave Fully Promoted’s audience a reason to engage, and gave the brand a reason to show up everywhere at once.
The visual identity was built specifically for the campaign: colourful, energetic and feel-good. Paid campaigns ran across Meta and Google Display, supported by a purpose-built landing page, targeted email marketing, and in-store promotional assets—a fully integrated multi-channel experience designed to feel cohesive at every touchpoint.
The results speak for themselves.
The competition delivered on every objective—lifting brand awareness, energising both franchisees and local businesses, and establishing a scalable asset for repeat campaigns.
INDUSTRY GUIDES
Earning authority
Any brand can claim expertise. Fewer can demonstrate it. Industry Guides were conceived as a strategic asset designed to educate customers, equip franchisees, and extend the brand’s reach to a new audience.
Industry-specific guides across six key industries—corporate & retail, hospitality, trades, healthcare, schools & early learning, and clubs & teams—gave Fully Promoted a credible, considered solution to a need, and gave franchisees a powerful tool to support their own sales conversations.
I took the project from research through to final production—leading content strategy, editorial direction, copywriting, layout, and design. Each guide was built to work across both print and digital, functioning as a multi-channel asset that could live on the website, land in an inbox, or sit across a counter.
The result was a body of work that kept earning its keep long after launch. Over 200 downloads in the first month of launching—content that strengthened brand credibility, deepened customer trust, and improved website engagement consistently over time.
