Brand & Marketing Strategy | Design Studio Melbourne

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Hello. We are Cúpla – brand, marketing and design specialists who create brands for people.

What do we mean by ‘brands for people’? We think the world already has too much stuff we don’t need – stuff that doesn’t make us healthy or happy. We want to work with organisations that care about making life better for all of us.

We combine collaborative, insight-driven and simple-to-execute strategy, with thoughtful, original and exceptionally crafted design, to help brands do good things.

To put it simply, we love working with people, for people.

Click here to say hi, or give Lyndal a call on +61 402 830 185.

 

What’s in a name?

Cúpla means pair, or set of twins, in Irish. Both our founders – Justine and Lyndal – have Irish heritage. Justine is an identical twin (not the telepathic kind unfortunately). As a pair, they have nearly 30 years experience helping businesses build and market brands that deliver better, more engaging products, services, experiences and communications.

 

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Services we offer

We have a comprehensive strategy and design offer and we also work with a range of partners (who we are lucky enough to call friends) on things like marketing execution and content development. So, if it needs a different specialist, we can find them.

 

Strategy services

Brand strategy
Brand positioning
Brand architecture
Marketing strategy
Messaging strategy
Audience insights
Audience co-creation
Stakeholder workshops
Content development
Brand & marketing training
Copywriting

Design services

Brand identity
Naming
Packaging
Marketing collateral
Retail & point-of-sale
Store activations
Website
Literature
Brand guidelines
Wayfinding
Campaign creation

 

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About us

Our founders – Lyndal and Justine – are friendly, fun, down-to-earth (that would be the Brisbane and country Victoria upbringings) and flexible. We listen carefully, challenge where necessary and co-create solutions with our clients and their audiences to deliver the best outcome for every person and business. 

 
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Lyndal Kearney
Co-founder & Strategy Director

Hi, I’m Lyndal and I lead Cúpla’s strategy offer, as well as manage the day to day.

I have over 17 years experience in a combination of client and agency management and brand strategy, in Australia and around the world.

I think of myself as a champion of the audience perspective – everything I do starts with what the audience needs and how the brand or business offering can, and should, deliver on that need.

I’ve developed brand strategy, marketing strategy and business optimisation plans for large and small corporates, start-ups, not-for-profit and social enterprise, all levels of Government, retail and FMCG (to name a few) in Australia, Asia, the UK, Europe, New Zealand and the USA.

Brands I’ve worked with include GSK, Coles, Lidl, Unilever, Australia Post, Places Victoria, Gov.uk, Colgate, GPT and Danone.

 
 
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Justine Donaldson
Co-founder & Creative Director

Hi, I’m Justine, Cúpla’s Creative Director.

I’ve been working as a designer for over 12 years, in Melbourne and the UK for local and international agencies, and directly with clients through my own business.

I’ve worked on projects that span the globe, from Australia to the UK, Europe, USA and Asia. I care about creating clever, single-minded ideas and stories, but always with the audience needs and the client objectives front and centre.

My experience is diverse – from brand identity, to customer experience, placemaking and packaging, I bring stories to life across all mediums and channels, for all kinds of audiences.

Businesses and brands I’ve worked with and on include the NGV, Places Victoria, Mondelez, Bunnings, Federation Square, GPT, Marks and Spencer, Melbourne United, Carman’s Fine Foods, Remedy Kombucha, ANZ, and MacKillop Family Services.

My work has also won a number of awards for both brand identity and packaging, including a Silver Cannes Lion, DBA Design Effectiveness, Melbourne Design, and MADC Awards.