COULSON OPERATIONS
Strategic Brand Development for a Multi-Sector Property Group
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Brand strategy · Brand positioning · Messaging and tone of voice · Brand identity direction · Website structure and full copywriting · Creative direction · Content production planning · Brand guidelines
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In-house Marketing Manager
Lead Brand Consultant
Creative Director
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Thrive Digital (Brand Identity + Website Build),
Korace Films (Videography)
Nick Sterkenburg (Photography)
Project Overview
Coulson Operations is a privately owned, multi-sector property group that designs, builds, and operates high-quality childcare, residential, and commercial spaces across Australia. When I stepped into the role of in-house Marketing Manager, the business had no clear brand beyond a logo — and no online presence to communicate the scale, vision, or impact of its work.
I led the development of a strategic brand platform designed to do two things: bring clarity and cohesion to what Coulson Operations offers, and showcase the depth of experience and leadership behind it. The brand became a vehicle to tell the story of the CEO’s achievements — a way to house his expanding portfolio under one identity, and to position him as a values-led leader in the property sector. It was about building more than just brand awareness; it was about establishing trust, credibility, and a clear narrative for future growth.
The Opportunity
Coulson Operations had experienced rapid growth through word of mouth and long-standing relationships, but the business lacked a defined brand presence. With new projects emerging across childcare, residential, and commercial sectors — including high-profile partnerships with AFL clubs — there was a clear need to establish a strategic brand foundation. The goal: to create a central platform that not only showcased the scale and quality of the work, but also elevated the founder’s story and positioned the business as a trusted partner in community-focused development.
The Outcome
The launch of the Coulson Operations brand and website marked a pivotal shift — transforming the business from a quiet operator into a visible, strategically positioned industry leader. The new brand platform clearly communicates the company’s capabilities, values, and long-term vision, while also elevating the CEO’s profile as a trusted figure in the property space.
With refined messaging, considered storytelling, and high-quality content across digital touchpoints, Coulson Operations now has a brand that builds trust, attracts aligned partnerships, and supports the business as it expands into new sectors. The tone of voice, copy, and content pillars continue to guide communications — ensuring consistency and clarity as the company grows.
The Process
Brand Strategy
Defined the brand’s core values, narrative, and purpose to unify its diverse projects under one story.
Brand Positioning
Strategically positioned Coulson Operations as a local-impact-driven operator — not just a developer, but a trusted ally to the communities it serves.
Personal Brand Integration
Elevated the CEO’s profile by weaving his story and expertise into the brand, building a personal connection with audiences and potential partners
Creative Direction
Worked with Thrive Digital on visual identity and web development, providing clear direction on tone, layout, and brand feel.
Copywriting & Messaging
Wrote all brand messaging and website content, including individual sector pages and an interview-style feature on the CEO.
Photography & Videography
Partnered with Korace Films (videography) and Nick Sterkenburg (photography) to produce high-quality, story-driven content across all sectors. The visuals were a key part of shaping the brand’s narrative — elevating Coulson Operations beyond a typical property group and highlighting the community impact behind each project.