PROVIDENCE PROPERTY

Strategic clarity. Elevated brand. Better leads.

Providence Property is Australia’s most trusted buyer’s agency. Founded by a trio of directors with deep experience in banking, finance, and property investment, the firm is known for helping busy professionals and business owners grow wealth through a clear, methodical approach to property acquisition. But while their results were solid, their brand position, branding and digital presence didn’t reflect the calibre of what they delivered—or where they were headed. We ran interviews & workshops with the directors and key stakeholders to solidify the why and who of the business to drive clarification before amplification.

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  The Challenge
  We were brought in to help realign their brand with their ambitions: elevate their presence, sharpen their messaging and improve lead conversion. But it quickly became more than a branding job. Through an intensive strategy sprint with the three Directors, we worked to align on a shared vision, define buyer personas, clarify the full scope of services and map content around key sales moments. That commercial clarity formed the backbone of the new identity, tone of voice and website, which now positions Providence as the confident, contemporary business it is.

  What we delivered is more than a visual upgrade. It’s a cohesive, senior-led brand system designed to support their growth targets, attract the right clients and move prospects through the pipeline faster.
  
  The feedback has been instant and overwhelmingly positive, with stronger engagement and higher-quality leads from day one.
  
  Our Approach
  Brand strategy
  We began with a full strategic discovery, working directly with Providence’s three Directors to define their business objectives, ideal client profiles and points of difference in a crowded market. This strategic alignment helped crystallise the brand’s role, not just as a professional services firm, but as a long-term growth partner for ambitious investors.

  Brand identity
  With clarity around the brand’s future direction, we developed a sophisticated new identity system built on confidence, clarity and trust. From logo to layout, every design element was crafted to convey a sense of precision, assurance and quiet excellence: mirroring the client experience Providence delivers behind the scenes.

  Tone of voice
  We crafted a verbal identity that matched the team’s professionalism and direct approach. Striking the right balance between expert and approachable, the new tone of voice helps cut through industry jargon and speak plainly to busy professionals who want results, not fluff or promises that cannot be delivered.

  Website design & copy
  The website was completely reimagined to better reflect the calibre and clarity of the business. With targeted messaging, intuitive structure and frictionless pathways to conversion, the site now works as a strategic tool: attracting the right leads, building trust early and guiding users toward the next step with confidence.

  Creative direction
  We led the creative vision across every touchpoint, ensuring cohesion between brand identity, messaging, imagery and user experience. This included direction on videography, photography, content hierarchy and design cues that reinforce Providence’s premium positioning, while maintaining warmth, relatability and authenticity.

  UX mapping
  To streamline user journeys and drive stronger engagement, we mapped the entire site architecture around buyer intent and decision-making behaviours. Every page was designed to answer a specific question, overcome a common barrier, or move the visitor closer to enquiry: resulting in faster, more qualified leads from day one for the team.

Part of the strategy was retiring the old identity which was perceived to be industrial and impersonal. We developed a new Providence Property logo that centres on a refined, approachable and modern ‘P’ — a symbol of both legacy and leadership. It reflects the brand’s deep experience and forward momentum, signalling a business that’s not just active in the market, but shaping it. Designed to inspire trust, the mark conveys confidence, progress, expertise, clarity and a constant evolution — just like the clients it serves.

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“Working with Directors of another business on a strategic level to deliver an impactful outcome for us was game changing. From the very first conversation, it was clear this wasn’t just about a new identity or website: it was about our growth targets, sales cycles, leads and expectations. They took us through a full end-to-end consultation with our three Directors, helping us align on the future direction of the brand and stay focused through every stage of delivery. Having only senior people in the room made the process fast, fluid and really pushed us. Their strategic guidance was invaluable, not only in building a compelling brand and website, but also in refining our marketing to attract the right leads and shorten our sales cycle. What we have now is more than a new look. It’s a clear, confident brand presence that reflects who we are and where we’re going. The feedback from clients has been overwhelmingly positive and more importantly, we’re seeing faster engagement and better quality conversations from day one.”

— Lynton Stevenson - Director & Co-Founder

RIO TINTO: INDIGENOUS RELATIONS

What can we be, together?

Rio Tinto set out to shift perceptions and culture by demonstrating the company’s commitment to retaining, growing and attracting Indigenous talent across its Australian operations. They needed a way to make that commitment real, visible and relatable so we partnered with Rio to design and deliver their first external storytelling-led campaign that put Indigenous voices at the centre. Through the personal experience of Indigenous leaders we created emotive films, on-Country photography and authentic narratives, we helped the business connect hearts and minds to a bold vision: What we can be, together?

• READ THE STORY

  The Challenge
  Following a period of deep reflection, Rio Tinto set out to build a stronger foundation for cultural safety and Indigenous leadership across its operations in Australia. While incredible programs and partnerships were already underway, the challenge was visibility. How do you show, not just say, that change is happening? And how do you invite others to be part of it?
  
  Our Approach
  We gained insights through interviews and workshops focusing on respect and connection. We brought the findings to life through powerful storytelling; built on truth, trust and shared purpose. From early strategy through to filming on Country, we worked alongside Rio leaders and Indigenous employees to co-create a campaign that could shift internal mindsets and raise external awareness.

  Services Provided

  • Research & stakeholder discovery – Deep dive into audience mindsets, leadership priorities and business tensions around Indigenous inclusion. Included a series of research interviews with the selected talent to define the story arc for this campaign in a compelling and authentic way.

  • Creative strategy – Defined the campaign territory, emotional drivers and messaging architecture to ensure alignment with Rio’s cultural change goals - as well as the greater brand as a whole.

  • Concept development – Crafted the central idea “What we can be, together” as a unifying message across multiple audience groups and content formats.

  • Scriptwriting & storyboarding – Wrote and structured all narrative elements, including a hero video script, 11 personal stories, interview frameworks and visual graphic treatments.

  • Interviewing & directing – Conducted on-camera interviews with Indigenous and non-Indigenous talent across seven locations, capturing lived experience with care and cultural sensitivity.

  • Photography & filming – Led production across WA, NT and QLD, creating portrait and action-based imagery and emotive video content on Country, in community and on site.

  • Post-production & design – Delivered campaign-ready digital and print assets to complement the suite of videos. We also partnered on the landing page design for the videos and delivered social-ready formats for driving traffic to the website.

Assets Created

• 1 x hero campaign video (60-sec brand film)

• 11 x individual story films (3–5 mins each)

• 150+ campaign and brand bank photographs assets

• Digital, print and web design assets

• Messaging framework and creative toolkit for future use

Visit Rio Tinto to see how the full campaign came to life.

LONGREACH PLANT BREEDERS

Transforming Grower Behaviours to Secure End Point Royalties

LongReach Plant Breeders is Australia’s leading wheat breeding company and the largest share farmer in the country. Their business relies on End Point Royalties (EPRs); fees that growers pay when they sell their wheat. However, with tens of millions of dollars in unpaid royalties, the future of wheat breeding in Australia was at risk. A creative solution was needed to motivate growers to change their behaviours and meet their contractual obligations.

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  Consumer Research
  To understand the underlying issues, we conducted extensive research and interviews with growers, key stakeholders, and grower groups. Our goal was to uncover perceptions of the EPR system, the payment process and growers' understanding of its value.

  We identified several key insights:

  • Lack of Knowledge: Many growers were unaware of what would happen if royalties were not paid. The system was viewed as an "honesty box," despite licensing agreements being in place.

  • Process Confusion: The harvest declaration process was seen as difficult and time-consuming and a large proportion of growers mistakenly believed that EPRs were automatically deducted at grain silos.

  Working closely with LongReach’s General Manager, senior leadership team, legal advisors and local teams, we developed a multi-channel messaging strategy. This strategy targeted growers of varying sizes and levels of understanding. Education was a key component - clearly communicating the consequences of unpaid EPRs and clarifying responsibilities.

  Creative Assets
  Our research revealed a sensitive truth: no farmer was willing to appear on camera to say their neighbours were "cheating the system," despite widespread frustration with non-compliance. To overcome this, we employed creative storytelling techniques:

  • Actors & Emotional Triggers: We used actors to express how farmers who complied with EPR obligations felt about those who did not. By tapping into themes of mateship, loyalty and fairness, we created a compelling narrative that resonated with growers.

  • Trusted Ambassador: We engaged a relatable ambassador to simplify complex information, educate growers and encourage them to reach out to customer service for accurate declarations.

  • Human-Centred Content: We wrote, produced and directed content that addressed these insights, driving both emotional and rational appeals. Additionally, we partnered with one of Australia’s top up-and-coming photographers to capture powerful imagery that supported the campaign.

  Email and Direct Mail
  Leveraging Longreach’s database, over 7,000 growers were identified who may have believed EPRs were deducted automatically, or who failed to accurately declare their harvests. Our direct communications featured:

  • Visually striking imagery

  • Links to education videos

  • Clear, legally grounded messaging tailored to the target audience

  Website
  We created a dedicated landing page and refreshed the entire website to align with the campaign messaging and asset CTAs. The landing pages served as the central hub, providing essential information and tracking campaign engagement. Visitors were directed to these pages through digital ads and direct mail campaigns.

  YouTube and Social Media
  We produced engaging ambassador videos to demystify EPRs and help growers prepare for potential audits. In addition:

  • Videos featured two growers addressing common misconceptions, providing relatable and authentic perspectives.

  • Content was distributed across Longreach’s social channels and boosted through paid media.

  • YouTube served as a platform for longer-form, educational content, while social media focused on driving quick, impactful engagement.

  Initial Results
  The campaign achieved remarkable outcomes within a short timeframe:

  • 2,000+ Phone Calls: The customer service team handled over 2,000 inquiries in the first 4 weeks of the campaign.

  • Immediate Revenue Impact: Small growers alone contributed over $400,000 in adjusted harvest declarations within the first 2 weeks and the campaign helped to drive more than $2.4M in recovered revenue.

  • Engagement Success: Social media and YouTube metrics demonstrated strong audience engagement, with significant reach and interaction.

  Conclusion
  Through deep consumer insights, strategic messaging and creative storytelling, we helped LongReach Plant Breeders shift grower behaviours, drive compliance and secure millions of dollars of critical EPR payments. This campaign not only helped to safeguard the company’s future, but also reinforced its role as a trusted partner in Australia’s wheat industry.

CREATIVE DIRECTION

Brand imagery: Evoke strong emotions with authentic, heroic visuals that reflect the real spirit of the business and the industry. Capture powerful portraits and action shots that resonate.

“Within a month of launching this campaign we had more than 2,000 calls from growers responding to our request for updated information. The inital response exceeded every one of our expectations and the quality of the work Emerger does is amazing. We have now recovered $2.4M of unpaid royalties as a result of running this campaign - we have had a remarkable result!”

— Neil Comben - General Manager

"Gifted" Assets to Australian Crop Breeders (ACB): To strengthen the impact of the EPR campaign, we recognised the importance of securing support from Australian Crop Breeders (ACB). However, ACB indicated they were unable to produce their own campaign assets. In response, LongReach made a strategic decision to "gift" a portion of our campaign assets to ACB. This included a curated selection of six videos featuring growers, while ambassador-focused content remained exclusive to the LongReach brand. By providing ACB with ready-to-use assets, we ensured their involvement, adding industry credibility to the message and amplifying the campaign's reach and seriousness in market.

• Brand DNA Development

  Brand Strategy Workshop

  Over the course of a half day workshop we were able to redefine LongReach’s beliefs, personality traits, purpose and vision to reflect where the company was headed. This process became a celebration of not only the direction the business is steering towards, but also of the people driving it. This workshop and the outcomes gave us the ideal foundation for creatively evaluating the best brand position and creative strategy to bring the business’ refined brand DNA to life. 

  Positioning & Creative Strategy

  We wanted LongReach to stand apart from the traditional “consumer focused” vision of golden wheat fields and harvesters by showing the grit, detail, personalities and hard work that the industry requires to succeed. By sharing LongReach’s beliefs, connection to farming and unique differences as part of our campaign messaging, we connected the people and business to the success of Australian wheat farmers - and the future of Australian wheat farming. 

  Creatively, we used close-up shots, drone footage, periphery work and evidence of the long term relationships/partnerships that drive the business’ success, to stand out from the crowd and capture the hearts and minds of our target market.

VS SASSOON: UNBOUND

Over a decade ago, VS Sassoon transformed hair curling with the original auto curler. In 2020, they elevated hair styling again with the Unbound Cordless Auto Curler. Now, the next evolution: the Unbound is here and they needed the perfect campaign to launch the new product globally.

• Read the story.

  UNBOUND. CURLS THAT UNLOCK THE WORLD.

  Our campaign is rooted in the idea of living life unbound, where great curls are always within reach—anytime, anywhere. This theme of "unlocking the world" seamlessly aligns with the innovative feature of our curler: the freedom from cords and outlets. The creative concept emphasises that with the Unbound Cord/Cordless Curler, the world is truly open to you.

  Additionally, we strategically used curled transitions between models, allowing us to maximise flexibility on set. This approach enabled us to book more models for shorter durations, delivering exceptional value to our client.

  Videography & Photography
  With just two days to capture extensive content (we delivered 15 video edits post shoot) we operated with precision and creativity. Our shoot was dynamic, featuring an array of props, ever-changing backgrounds and diverse models. Our vision was clear: use vibrant colours, cool textures and unique scenarios to craft “that’s me” moments for our audience. Our models were always on the move, celebrating the freedom of time.

  Design
  We executed a comprehensive rollout of digital and print assets to support the media channel plan for the initial launch of the new range, along with tactical seasonal campaigns.

  Copywriting
  We crafted key campaign and product messaging for use across websites, social media and digital platforms. Our goal was to inspire and resonate with our audience, delivering a feel-good, empowering message showcased through strong, dynamic women in action.

CREATIVE DIRECTION

CONAIRMAN

VS Sassoon for Men has established itself in the AUS/NZ markets over the course of 20 years, however the licensing agreement for the brand name (not the products) was coming to an end. Emerger was charged with developing the new brand and coming up with a campaign strategy to launch with retail partners, while minimising any negative impact and ensuring a smooth transition of the product range.

• Read the story.

  ConairMan: Brand Strategy & Positioning

  When rebranding from VS for Men to ConairMan, our priority was to ensure the transition resonated with both the Australian market and the retailers selling our products. This brand shift was delicate, particularly in a highly competitive category, so our approach needed to minimize any disruption. Our solution focused on early communication with retail partners to reduce potential negative impacts and ensure a smooth transition. We also needed to engage our internal sales team and retain the loyalty of existing VS for Men customers.

  Through our research, we discovered that Conair, the parent company, was founded on the streets of Brooklyn, New York. Conair has since grown into a household name and a global leader in R&D, product design, and innovation. We decided to leverage this heritage, making the Brooklyn roots of ConairMan the cornerstone of our strategy.

  Our campaign's core message was clear: MEN'S GROOMING IS OUR PAST, OUR PRESENT, AND OUR FUTURE. Conair has always been at the forefront of men’s grooming, with products that have revolutionized the industry. Now, we are bringing this legacy and innovation directly to our valued customers with the introduction of ConairMan. By building the ConairMan brand on the success of VS for Men, we’re reconnecting with our roots, our creativity, and our customers’ needs. ConairMan was born in Brooklyn, NY—and Brooklyn, NY knows grooming.

  Soft Launch

  To build trust with retailers, we developed a transition plan that clearly communicated the reasons behind the rebrand, assuring them that the product offerings, innovation, and quality would remain unchanged. We also created sales collateral and in-store assets (such as packaging and point-of-sale materials) to educate consumers about the brand transition.

  Our goal was to reassure existing customers that they were in good hands while also attracting new customers who resonated with the ConairMan brand's story and vibe.

  Launch Campaign

  We executed a multi-channel marketing strategy for this campaign, which included channel recommendations, videography, radio, photography, digital media, social media, and microsite design. We also developed on-pack stickers and lockups for use at the point of sale, helping to educate customers about the brand transition and engaging them with our story.

“I wanted to thank you for your incredible creative work and insight. You were a standout on the brands, and we truly valued your work - and the great team around you. It was equally special working with you and Leticia; that kind of partnership makes all the difference.
You really helped us move the needle on the Conair and VS Sassoon brands. We led the way globally with some of the best packaging in the business - and it’s only now that others are starting to catch up.”

— Peter Brewer; Marketing Director

RIO TINTO: INDIGENOUS LEADERSHIP

In the past decade, we have interviewed over 800 employees in mining. Of those interviews, proudly more than 50% were for our work in the Indigenous space. This has included having conversations with Traditional Owners and Indigenous Community Elders about the things that matter to them most. This work has given us an unparalleled and deep understanding of the need for inclusivity and diversity for Indigenous People across all industries.

• Read the story.

  Rio Tinto made a commitment to increase Indigenous leadership within the organisation in order to improve strategic decision-making, change culture, help unlock the business value of relationships with Traditional Owners and help chart the future direction of the business.

  After such a significant incident in 2020 their biggest challenge was how to authentically regain trust and at the same time attract, retain and grow Indigenous talent within the organisation.

  Research

  We worked hard to collect the dots before we tried to connect them. We spent countless hours interviewing both Indigenous and non-Indigenous employees to understand their felt experience within the organisation.

  We knew from this research that we needed to do some truth telling and acknowledge the pain people were feeling in the business through story telling post Juukan Gorge. We also knew we needed to do a better job of telling the stories of the incredible Indigenous leaders within the business who believed the company had what it takes to achieve success and drive change from the inside out.

  Brand Development

  We created a brand for Indigenous Leadership within Rio Tinto that empowered the mission and set high expectations for all involved; acting as a badge of pride to drive forward the social change and business transformation the team is committed to achieving.

  Our handcrafted logo was designed by Indigenous artist Lynicce Church, from the Ngunnawal, Wiradjuri and Kamilaroi tribes. The meaning is embedded into the design and acts as more than a mark - it is by nature a symbol of change for the business.

  Finally, each of the colours in our final palette represent core elements of country; Pilbara red for the richness of the earth and the depth of the work being done to change, black for commitment, bright blue for the sky and endless opportunities, green for the colour of trees and growth and sun yellow to symbolise energy.

  We Feel & We're Changing Content

  Strategy: Rio Tinto employees had not had a chance to talk openly about how they felt after the Juukan Gorge disaster in 2020. From our research, we knew that in order to build a new future with bright Indigenous minds and empowered employees we needed to deal with the now, be vulnerable and show how "we feel" as real people of Rio Tinto. We did this through a series of short stories and one long form video that humanised the response to Juukan Gorge and gave hope for the future. Getting senior leaders who were involved in the delivery to tell the story of what has been done (and is being done) would also be the most powerful way to showcase progress.

  The We Feel & We're Changing videos were played at the 2021 AGM in London and were widely received as a hallmark for success when it comes to authentic storytelling within the business.

  Cultural Connection Content

  We partners with the Cultural Connection team to create all the video content to go within their online training platform; aimed at increasing cultural education and capability within the organisation.

  Heritage Awareness Team

  The Heritage Team came to us with a challenge to turn their online education content into a video series. We partnered with them to deliver a series of 10 videos that are now being used to educate new starters (as well as the wider business) on what, when, how, why and where cultural heritage awareness comes into play within the organisation.

  Weipa Seeds

  This project celebrates the partnership Rio has with Indigenous Traditional Owners and Community to rehabilitate the land on which the business operates.

  Two-Way Mentoring

  An incredible initiative that partners Rio Tinto leaders with rising Indigenous employees, offering both the mentor and mentee the opportunity a learning opportunity. This was delivered as a content series featuring the mentors and their mentees discussing the value exchange of the program.

The Indigenous Leadership logo was created by Indigenous artist Lynnice Church from the Ngunnawal, Wiradjuri and Kamilaroi Tribes.

• The “I” represents a person and the beginning of their leadership journey.

• The circle represents our collective culture as Indigenous people and the importance of coming together to listen, learn and share. This process of sharing builds individual, community and organisational leadership skills, knowledge and experience.

• The “S” represents the continuation of the leadership journey where individuals take their learnings and implement them at work and in the community. It acknowledges that each person's journey is different and unique, but an effective leader is able to create a shared vision and bring people along the journey with them.

COR DE COCO

Cor de Coco needed to revitalise the brand with a fresh, modern look that incorporated environmentally friendly and shelf-safe packaging. Additionally, it was expanding the product range into new categories, so the revised identity needed to be versatile enough to appeal beyond the existing audience.

• Read the story.

  Background

  After successfully launching Cor de Coco in Woolworths and independent grocery stores, the original ownership dissolved. Recognizing the brand’s untapped potential and the health benefits it offered Australians, the Emerger Team took the opportunity to acquire full ownership. That’s right—this one’s ours now.

  Packaging

  Our premium coconut iced coffee range initially came in sleek glass bottles, offering a top-tier drinking experience. However, glass was prone to breakage and expensive to produce. We needed a packaging solution that was not only more environmentally friendly but also addressed the durability issues and resonated with consumers who value both brand appeal and product quality.

  Brand Asset Development

  Exceptional branding and marketing require high-quality assets. To breathe new life into our brand, we conducted multiple photo shoots, capturing the products, ingredients, and hero content essential for building a compelling website and effectively marketing our brand to both consumers and stakeholders.

  Key Messaging & Positioning

  As passionate storytellers, we poured our creativity into crafting our brand narrative. With three out of five family members lactose-intolerant, but all of us being foodies at heart (read unwilling to sacrifice on texture and flavour) this brand became the ultimate creative and product development challenge. FOR DAIRY DODGERS, FLAVOUR CHASERS & STORY MAKERS landed as our hero message, whichnow serves as the guiding principle for all our copy and shapes our ongoing tone of voice.

  Marketing & Influencer Engagement

  We handle all our marketing and influencer engagement in-house, always on the lookout for the right user-generated content (UGC) partnerships. We collaborate with brand ambassadors whenever it’s feasible, ensuring our connections are authentic and impactful.

  Website

  We didn’t need an overly fancy website, so we built it ourselves, prioritizing strong copywriting and high-end, bespoke assets. We’re proud of what we created.

  Product Development

  Cor de Coco was started to create a healthy and delicious alternative to dairy milk products. We wanted drinks that tasted great and didn't compromise on quality; they had to "feel" like the "real" milk alternative, without the dairy. As iced coffee fanatics this was where we started and it has grown from there to a dream that Cor De Coco will be the number one alternative dairy brand for health lovers.  We’re constantly evolving our range. Owning our own FMCG brand gives us the chance to walk the talk. We’re always testing new ideas in the market, staying ahead of trends, and pushing ourselves to create products we’re proud of—products our customers love with unwavering loyalty.

  Why Do We Love Coconuts?

  Coconuts are a vital resource, providing food, hydration, medicine, fuel, and building materials to communities from Cape York, Australia to Vietnam and Sri Lanka. They are among the most sustainable, healthy, and versatile plants on the planet. Our unique formulation includes at least 65% coconut water, making our drinks incredibly hydrating and packed with naturally occurring vitamins and minerals like potassium, magnesium, and vitamin C.

  If you’ve read this far and want to try some of our products for free, email me at leticia@emerger.com.au and tell me why our iced coffees and shakes resonate with you.

  Alternatively, if you just want to know more (we don’t blame you!), head to our website.

THE OLD ICED COFFEE PACKAGING…

“We knew the base of our iced coffees was excellent; smooth, creamy and the coconut flavour profile was minimal. There was no single serve, dairy-free shake option in the market - so we created one.”

VS SASSOON

With the hot air stylers category showing growth of +18% YOY, and with anticipated continued growth, VS Sassoon wanted this campaign to have a focus on supporting their wider selection of hot air stylers, as well as feature their new range additions for Mother’s Day and Christmas. 

• Read the story.

  Campaign Strategy & Positioning

  Development of campaign concepts, key messaging & copywriting to build on the existing brand claim "love your style". We also worked on Mother's Day and Christmas messaging to ensure the chosen campaign concept - Wear Your Confidence - had flexibility to extend to seasonal executions to drive sales targets.

  Videography & Photography
  With a creative direction chosen we recruited talent and completed a two-day video and photo shoot to capture enough content to deliver the briefed 14 different video edits.

  Design
  Rollout of all digital and print assets to support the media channel plan for the initial launch of the new range, as well as the tactical seasonal campaigns.

  Copywriting
  Delivery of key campaign and product messaging for use across website, social and digital assets.

  Lead Messaging
  True beauty begins the moment you decide to be yourself; so we say it’s time to let the world see you for the incredible woman you are and use your hair as the ultimate crown. The minute you believe in yourself the real magic begins and VS Sassoon’s groundbreaking new range of hair styling products will give you the tools you need to make your hair a superpower. Glow from the inside out knowing confidence is the sexiest thing you can wear; every day of the week. Love your style.

How we captured “confidence” was the key to the success of this campaign. It was all about finding the small moments of realisation and recognition; where that feeling of “yeah, you got this” happens and you truly own your self worth and spirit. You can never underestimate the power of a woman with great hair!