Elevating Identity, Enhancing User Experience

I led a full-scale brand refresh for OzTables, starting with an in-depth competitive analysis and a deep dive into Google Analytics and Meta insights to better understand their market positioning. From there, I developed a cohesive brand identity that reflects their craftsmanship and sustainability values.

Key updates included:

• New Logo Suite: Designed a versatile logo with multiple variations for different applications.

• Brand Kit Development: Built a strategic color palette and cohesive visual identity.

• Custom Graphic Assets: Created fresh design elements for use across marketing materials and social media.

• Website Overhaul: Updated their Shopify site with a modernized layout, improved navigation, and new hero images to enhance user engagement.

This redesign not only strengthened OzTables’ brand presence but also ensured consistency across all digital touchpoints, creating a more compelling and visually unified experience for their audience.

OzTables has always been known for its high-quality Australian timber furniture, but I helped expand their story to highlight what makes them truly special—their roots as a small, locally owned business that cares about craftsmanship and sustainability.

Through a fresh brand direction, I repositioned OzTables from being just a premium furniture company to one that celebrates local craftsmanship and responsible sourcing. The goal? To show that their furniture isn’t just built to last—it’s made with intention, using reclaimed Australian timber and thoughtful design.

Key brand updates:

• Made by Aussies, for Aussies: Bringing attention to their family-owned values and commitment to local artisanship.

• Sustainability in Every Piece: Highlighting their use of reclaimed timber, durable materials, and designs that stand the test of time.

• More Than Just Furniture: Shifting the brand identity to reflect their passion for sustainability and responsible craftsmanship—helping customers invest in furniture they can feel good about, avoiding fast-furniture.

I'm continuing to refine their brand identity to make sure OzTables is known not just for great furniture, but for the care, quality, and sustainability that goes into every piece.

Driving Engagement & Expanding Reach

When I joined OzTables in January, I focused on enhancing their Instagram presence through strategic content planning, audience engagement, and data-driven optimizations. The results? A massive increase in key performance metrics:

Instagram Views surged from 4.3K to 10.7K (+368.7%)
Reach grew from 1.5K to 4.6K (+578.6%)
Content Interactions jumped from 87 to 211 (+559.4%)

My strategy included:

• Refining content direction to highlight OzTables' craftsmanship and sustainability.

• Leveraging user-generated content (UGC) and community engagement to build authenticity.

• Implementing targeted ad campaigns, boosting paid reach from 0% to 33% while maintaining strong organic performance.

In just eight weeks, I’ve executed three strategic campaigns that have boosted OzTables’ brand awareness and sales, leveraging targeted digital marketing and audience engagement tactics.

Premium Hardwood Outdoor Table Campaign

• Launched a Meta Local Audience Ad Campaign to drive brand recognition in Melbourne over two weeks.

• Increased local engagement and improved visibility among potential customers.

All-Weather Outdoor Picnic Table Campaign

• Led a push campaign that contributed to a 200% increase in orders compared to the previous 30 days (before I joined OzTables).

• Strengthened OzTables’ positioning as a go-to for durable, weatherproof outdoor furniture.

All-Weather Table Giveaway Campaign

• Developed and executed a UGC-driven giveaway campaign to amplify brand awareness and encourage customer interaction.

• Designed a strategic rollout, maximizing engagement across social platforms.

By implementing data-driven ad strategies and high-impact content, I’ve helped OzTables grow its presence and sales in a short period—proving the power of strategic social campaigns in the home & lifestyle space.