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Case studies
Summer Sun Label
Kids' wetsuit brand — embedded marketing partner, ongoing retainer
Brand Strategy, Content Creation, EDM & Email Marketing, Community Building, Social Media, Website Optimisation, Shopify, Creative Direction
THE BRAND
Summer Sun Label is an Australian kids' wetsuit brand known for quality, bright colourways, and low-tox materials. Founder-led with zero employees — Belinda runs the entire business herself, from production to customer service to marketing.
THE BRIEF
With one person doing everything, a lot had built up. The starting point was a full audit — understanding the business goals, what was already in place, and where the gaps were. From there the work became about building the infrastructure for growth: tightening the brand story, creating workflows that didn't exist yet, and expanding the brand well beyond just selling wetsuits.This isn't a brand that needed a content refresh. It needed someone to come in, understand the whole business, and build the foundations that would let it scale.
WHAT I BUILT
BRAND REPOSITIONING
Led a full rebrand to expand the story beyond product. Worked with the founder to articulate what Summer Sun genuinely stands for — the lifestyle, the values, the feeling — and built that out across messaging, visuals, and the website.
CONTENT CREATION
Shot and produced all content in-house — lifestyle, people, product, and campaign shoots. Handled everything from directing the shoot through to editing and formatting assets for each channel: social, EDM, website, and paid media.
Lightroom, Photoshop, Premiere Pro, CapCut, Canva
WEBSITE REDESIGN & REBUILD
Redesigning the site from the ground up with conversion in mind. Handling design and copy directly, and briefing a developer on the technical side.
EMAIL MARKETING
Rebuilt email flows from scratch and cleaned up audience segmentation. Built a custom EDM planning tool that tracks everything from campaign buildout through to post-send reporting.
COMMUNITY BUILDING
Introduced a customer interview series to put real families at the centre of the brand story. Managed the whole process — shoot, interview, social carousel, blog post, and EDM — all in one week.
OPERATIONS & WORKFLOWS
Built workflows across the business so things stopped falling through the cracks — Shopify, order comms, stock management, dispatch coordination.
DELIVERABLES
Brand strategy
Content shoots
Channel formatting
Website rebuild
Email flows
EDM planning tool
Customer interview series
Blog content
PR amplification
Business workflows
CUSTOMER VOICE
“A really thoughtful, parent-friendly brand that genuinely makes beach days easier... I love that they feel like a better, low-tox alternative.”
Ellen Pearson — Summer Sun customer, featured in the brand's customer interview series.
Note: The customer interview series was conceived, coordinated, written, and distributed across three channels in a single week.
First national Byron bay
Working alongside Sales Manager Tara Torkkola at First National Byron — one of Byron Bay's most established real estate agencies — I built and managed a full-service marketing strategy to grow her personal brand, increase local visibility, and drive vendor leads across the Byron Shire.
Key Contributions
CONTENT STRATEGY & PLANNING
Built a 12-month quarterly social content roadmap tailored to seasonal selling trends, key local suburbs, and vendor education.
VIDEO & REEL CONTENT
Developed original on-camera content concepts including "Time Out with Tara" covering market insights, FAQs, and buyer/seller advice. Provided creative direction and edited all video content supplied by Tara's videographer for organic social and paid channels.
PAID META CAMPAIGNS
Planned, built, and managed ongoing Meta ad campaigns targeting appraisal requests and current listings — running both lead generation and property-specific campaigns across Facebook and Instagram.
BRAND AWARENESS
Designed and launched targeted campaigns to position Tara as the go-to agent across Byron Bay, Sunrise Estate, Federal, and the wider hinterland — including custom ad sets and retargeting strategies.
PROPERTY CAMPAIGNS
Delivered creative concepts, ad copy, and full campaign rollouts for listings including 60 Butler St Byron Bay, 451 Federal Drive Federal, and Rockinghorse Studio — combining organic and paid channels.
VISUAL IDENTITY
Introduced branded templates for carousels, testimonials, just sold posts, and before/after content for a consistent, high-end aesthetic across all platforms.
PR & EDITORIAL
Wrote and pitched PR campaigns for high-profile properties to national outlets including Rolling Stone and Vogue Living.
Key Wins
LEADS
Doubled Tara's appraisal lead intake within 3 months of running paid Meta campaigns.
REACH & ENGAGEMENT
Consistent growth in Instagram reach, profile visits, and audience engagement through Reels and localised campaigns.
SCALABILITY
Built a content system Tara and her videographer can implement independently going forward.