Brand and content strategist, turning complex ideas into work people understand and act on.

A portfolio put together for the Marketing Manager, Brand & Growth role at Verlata.

Portfolio

Add photoimages/tile-bignumber.jpgBig Number web app on a phone
Big Number retirement web app
Product + Content Big Number App Development
Add photoimages/tile-hepatitiswa.jpgHepatitisWA logo or website on a laptop
HepatitisWA rebrand
Rebrand + Website HepatitisWA
Add photoimages/tile-volunteering.jpgCampaign logo
Hanging Out to Help Out campaign
Campaign, End to End Hanging Out to Help Out, Australian Government
01 · Product, Content + Data

Big Number: a complex retirement calculation, made simple

Built with the CFO of one of the world's largest law firms.

  • Complex Made Clear. Working out what your retirement will look like is hard. Behind every forecast sits a lot of maths. Superannuation. Inflation. Investment returns. Years of projections and assumptions. It's the same challenge Verlata's clients face. Powerful, complex technology that needs to feel simple to use.
  • Stakeholder Partnership. The CFO founded Big Number to make that easy. I worked closely with them to turn all of it into a simple tool for high-net-worth individuals.
  • Customer Journey. A short, step-by-step journey. A few numbers in. One clear number out. That one number is doing a lot of work. The person using it never has to see that.
  • Content + Digital. I wrote every word in the tool, and we built it as a web app. I also built the website. For the launch, I created a custom video ad and social media collateral, which helped the founder promote Big Number to their network.
200+assessments completed in the first week
~7 minaverage time to complete. We planned for 10.

This project shows how I work with leaders who have complex ideas, and help them find the simple message inside.

Add videoimages/bignumber-main.mp4Big Number launch video
Add photoimages/bignumber-1.jpgHomepage
Add photoimages/bignumber-2.jpgThe Big Number model
The Big Number model: income, tax, super, budgeting, net worth, investment, legacy and review
Add photoimages/bignumber-3.jpgClient testimonial
Testimonial from Towela, Chartered Secretary LLB
02 · Brand, Website + Content

HepatitisWA: a new brand, a new website and clearer content

The brand was dated. The subject matter was complex. Working with the CEO, I rebuilt how the organisation was perceived and how it was received.

  • Creative Direction. I led the full rebrand. Updated logo, new visual identity and a style guide the whole organisation could follow. I set the direction and a small team helped deliver it.
  • Complex Made Clear. Hepatitis B and C are clinical, often stigmatised topics. I turned medical information into plain, friendly content people would actually engage with on the website, on social media and in real life.
  • Website. I was product owner for the new website, from user research to launch. I kept the content current and on brand after it went live. I also developed a new digital resource management system. It streamlined how requests came in, automated manual processes and improved service delivery. I trained staff and drove adoption across the whole organisation.
  • Campaigns. For World Hepatitis Day, we put 25,000 branded coffee cups into cafes across Perth, carrying our new hepatitis messaging. The cafes shared the activation on their own social media. We partnered with out-of-home media and got access to Perth's biggest digital billboard. I also coordinated with hepatitis organisations in Europe, who shared the campaign through their own channels. A local activation, with international reach.
  • Results. Increased awareness of the new hepatitis treatment and an increase in testing rates in our clinic. Social engagement grew strongly around World Hepatitis Day.
Add photoimages/hepatitiswa-main.jpgTall image: website on a phone, or brand guideline cover
HepatitisWA brand
Add photoimages/hepatitiswa-1.jpgSocial media tiles
HepatitisWA social media tiles
Add photoimages/hepatitiswa-2.jpgWorld Hepatitis Day billboard
World Hepatitis Day 2020 digital billboard in Perth
Add photoimages/hepatitiswa-3.jpgSocial tile or campaign asset
Strong Liver, Strong You campaign coffee cups
03 · Campaign, End to End

Hanging Out to Help Out: a national youth volunteering campaign

Volunteering in Australia had been falling since COVID. The Australian Government needed more young people to get involved. As Campaign Manager, I ran the campaign from beginning to end.

  • Research. The campaign targeted 15 to 18 year olds, but no one in the development pipeline was that age. So nothing was left to guesswork. Through developmental research and concept testing, the audience itself showed where they spend their time and what would get them to act.
  • Media Strategy. The research pointed to a digital-first, social-led campaign, with TikTok at the centre. The media strategy was built around it and delivered through the media agency.
  • Creative. Ambassador videos featured mainstream, First Nations and multicultural talent. They were translated into Arabic, Chinese Simplified, Chinese Traditional and Vietnamese.
  • Approvals. The campaign moved through the Australian Government's campaign approval process, with research backing every creative decision. The Minister for Social Services launched it nationally.
  • Website + Partners. The campaign website connects young people to local opportunities through SEEK Volunteer. Partner organisations received a toolkit of social tiles, newsletters, posters and media articles to share through their own channels.
  • Evaluation. Performance was tracked throughout, and the campaign was adjusted as it ran. When ads paused for the election caretaker period, website traffic and applications dropped. When the ads came back, so did the numbers. Clear proof the campaign was working.
  • Results. Millions of completed video views, many times the size of the target audience.
Add photoimages/volunteering-main.jpgCampaign website
Hanging Out to Help Out campaign website
Add photoimages/volunteering-main-2.jpgCampaign creative
First Nations local hero campaign postcard
Add photoimages/volunteering-1.jpgCampaign imagery
Young people volunteering, walking dogs
Add photoimages/volunteering-2.jpgCampaign logo
Hanging Out to Help Out campaign logo
Add photoimages/volunteering-3.jpgAmbassador video
Hangout Hammock ambassador video

About

Hi, I'm Geraldine, a brand, content and campaign lead based in Brisbane.

For more than ten years I have set creative direction and built content for government, health, not-for-profit and commercial clients. The work spans national campaigns, full rebrands and digital products.

The thread through all of it is translation, taking something complicated and making it clear enough that people trust it and act on it.

I hold an MBA in Marketing and a Master of Public Health. I work daily using the Adobe Creative Suite, and I'm proficient with Canva.

Add photoimages/portrait.jpgProfessional portrait
Geraldine Muriritirwa

Verlata Consulting makes complex legal technology simpler. I'd love to help the brand tell that story clearly.

Let's get in touch →