COULSON OPERATIONS
Strategic Brand Development for a Multi-Sector Property Group
-
Brand strategy
Brand positioning
Messaging and tone of voice
Brand identity direction
Website structure and full copywriting
Creative direction
Content production planning
Brand guidelines
-
In-house Marketing Manager
Lead Brand Consultant
Creative Director
-
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.