Why Mils?

With a name like Mils, I was born for milling.
No, I don’t mean ambling about slowly in a confused mass. I mean crafting, shaping and refining.
And what better material to mould, chisel and tinker with than the very stuff that shapes culture. Brands.

Mils is a strategy studio that exists to help brands forge stronger connections with people and culture.

I bring brands to life by milling insights and raw ideas and turning them into refined strategies that fuel creativity, sharpen identity, and unlock lasting growth.

Strategic thinking worth a Mil

Just as people are multifaceted, a brand is the sum of its parts. And each of those parts is important.
I help piece together the bigger picture, so every part of your brand feels intentional, connected and distinctive.
Key Outputs:
- Vision and Purpose Definition
- Brand Positioning
- Customer Value Proposition
- Brand Architecture
- Naming
- Brand Idea and Story
- Tone of Voice
- Experience Principles
I turn strategy into storytelling, helping brands connect with their audience by saying the right thing, to the right people, in the right way, at the right time.
Key Outputs:
- Creative Strategy
- Behaviour Change Campaigns and Framework
- Communications Architecture and Plan
- Messaging Framework
- Content Strategy
I also partner with creative and media experts to help deliver campaign ideas and channel smarts.
Culture isn’t just a vibe. It’s an experience. I can help your business define its Employer Brand Strategy, enhancing the employee experience so your people feel it’s more than just a job.
Key outputs:
- Employee Insights
- Employer Value Proposition (EVP)
- Company Values
- Employee Onboarding Experience & Initiatives
Whether it’s customers, employees or stakeholders, I get under the hood, uncovering the insights that drive better decisions and sharper strategies across a range of areas, either through focus groups or in-depth interviews.
Example areas of interest:
- Category Attitudes & Behaviours
- Brand Perception & Positioning
- Creative Concept Testing
- New Product or Service Offering
- Customer Experience
Need an extra brain? A fresh pair of eyes? Someone to jump straight in and help push a project over the line? I work in-house with agencies and marketing teams as a flexible plug-in strategist to collaborate closely, think quickly, and get stuff done.
I partner with Senior Designers and Creatives to bring brand strategies to life through distinctive identity systems and creative advertising platforms.

A little more about me.

A Senior Strategy Director with over 15 years of experience working across brand and communications in agencies big and small.

Based in Blackheath in the Blue Mountains, I split my time between crafting strategies and scaling sandstone cliffs, occasionally braving the equally daunting task of writing about myself.

Having spent part of my life living in a van, I’ve learnt the value of simplicity. I’m inspired by Scandinavian ideas like Lagom and Hygge: balance, clarity, and comfort in “just enough.” For me, the best strategies are the same: free of jargon, stripped of fluff, and distilled into ideas that feel clear and powerful.

I’m passionate about working upstream with clients, using creativity to solve business problems and build enduring brands that leave a meaningful mark on culture today.