I’m JEMMA

My work sits at the intersection of creative direction and strategic infrastructure. I help organisations understand why their brand is not working as hard as it should, and then build the systems that fix it. That might mean a brand governance framework, a design system, a communications strategy, or a set of AI workflow tools that make a small team punch above its weight.
I started as a designer. Over two decades I moved upstream, from execution into architecture, from making things look right into building the systems that keep them right. My differentiator is that I bring both sides. I understand strategy well enough to build the framework, and I understand design well enough to make it work in practice. Most consultants bring one or the other.

CAREER NARRATIVE
‍I have worked across retail, technology, not-for-profit, and natural resource management sectors, with clients ranging from global product companies to Australian and New Zealand national brands.
At LOKE Digital, I led a complete company rebrand and global product visual strategy across international markets. At R&J Batteries, I took sole responsibility for elevating corporate and product branding across Australia and New Zealand. Through my independent practice, which I have maintained for close to two decades, I have designed and advised clients on brand management, marketing strategy, and digital execution across a wide range of industries.
I have particular experience working in regulated and compliance-driven environments, where the language of a brand matters as much as its visual identity.
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‍CURRENT FOCUS
‍Right now I am taking on a limited number of 3-month consulting engagements focused on brand governance audits, design system builds, and governance rollout for organisations in transition. If your brand has grown faster than your systems, that is where I come in.
AI workflow design is increasingly part of how I work and what I deliver. I build prompt libraries, AI-assisted intake systems, and governance frameworks that integrate emerging tools without losing brand integrity. It is not a side project. It is how I keep the work smarter and the outcomes better.

My approach is direct, evidence-based, and focused on outcomes that last beyond the engagement. If you have a brand that needs to carry your organisation for the next ten to fifteen years, let us talk.