As Marketing Director for Dark Mofo, Tasmania’s iconic mid-winter festival, I led the strategy and execution of a comprehensive marketing and brand campaign that boosted attendance and strengthened the festival's reputation as a leader in contemporary culture. I oversaw creative direction, branding, campaign planning, content, and digital, ensuring every touchpoint—from outdoor advertising to web and social media—aligned with the festival’s core themes of darkness, ritual, and rebirth.

Collaborating with artists, designers, and developers, I developed a bold, minimalist visual identity that became central to the festival’s public image. The result was a cohesive, immersive brand experience that resonated deeply with both local and global audiences.