Strategy & Positioning
Case Studies
Made by Example
Most brands don't have a strategy problem. They have a clarity problem. They know what they do, but not what they stand for, who they're genuinely for, or why it matters beyond the boardroom. That's where we start. Example builds the strategic foundations that give brands something worth building on: a position that's genuinely ownable, commercially sharp, and built to last past the next campaign.
You can't earn what you haven't defined.
Before a brand can earn genuine preference, it needs to know precisely what it's earning it for. We dig into category tensions, cultural context, and commercial reality to find the positioning that's both true and distinctive, not just differentiated on paper.
Strategy that travels.
Example works across Australia, the Middle East, and Asia Pacific. The brands and destinations we work with operate in multiple markets, so our strategic thinking has to hold up across cultures, not just across the briefing room. We test ideas against real-world conditions before they become brand commitments.
Insight in, not intuition out.
Every recommendation we make is grounded in evidence; audience research, competitive analysis, category mapping, cultural intelligence. We don't guess what the market wants. We find out, then build the argument for why your brand is the answer.
- Brand Strategy & Architecture
- Market Positioning & Category Definition
- Consumer Research & Audience Intelligence
- Competitive & Cultural Analysis
- Go-to-Market Strategy
- Brand Audits & Repositioning
- Channel & Portfolio Strategy
Strategy & Positioning
overview + case studies
Case Studies
Made by Example
Made by Example
Most brands don't have a strategy problem. They have a clarity problem. They know what they do, but not what they stand for, who they're genuinely for, or why it matters beyond the boardroom. That's where we start. Example builds the strategic foundations that give brands something worth building on: a position that's genuinely ownable, commercially sharp, and built to last past the next campaign.
You can't earn what you haven't defined.
Before a brand can earn genuine preference, it needs to know precisely what it's earning it for. We dig into category tensions, cultural context, and commercial reality to find the positioning that's both true and distinctive, not just differentiated on paper.
Strategy that travels.
Example works across Australia, the Middle East, and Asia Pacific. The brands and destinations we work with operate in multiple markets, so our strategic thinking has to hold up across cultures, not just across the briefing room. We test ideas against real-world conditions before they become brand commitments.
Insight in, not intuition out.
Every recommendation we make is grounded in evidence; audience research, competitive analysis, category mapping, cultural intelligence. We don't guess what the market wants. We find out, then build the argument for why your brand is the answer.
- Brand Strategy & Architecture
- Market Positioning & Category Definition
- Consumer Research & Audience Intelligence
- Competitive & Cultural Analysis
- Go-to-Market Strategy
- Brand Audits & Repositioning
- Channel & Portfolio Strategy
Coming Soon
Coming Soon
( 01 )
Addmind Dubai Harbour
Brand architecture, positioning and launch strategy for two new venue concepts at Dubai Harbour. Built for cultural depth, not spectacle.
( 01 )
Addmind Dubai Harbour
Brand architecture, positioning and launch strategy for two new venue concepts at Dubai Harbour. Built for cultural depth, not spectacle.
Hospitality
Middle East
Brand & Identity
Placemaking
Strategy & Positioning
Coming Soon
Coming Soon
( 01 )
apt.Residential
Full masterbrand for one of APAC's fastest-growing build-to-rent portfolios. 2,500+ apartments in pipeline. A brand built around collection-worthy living.
( 01 )
apt.Residential
Full masterbrand for one of APAC's fastest-growing build-to-rent portfolios. 2,500+ apartments in pipeline. A brand built around collection-worthy living.
Property
Strategy & Positioning
Brand & Identity
Placemaking
Coming Soon
Coming Soon
( 01 )
Flaminia
Two chefs' hats in the first month. 196 pieces of coverage. 182M+ reach. Brand, concept and launch for Sydney's newest harbourside restaurant.
( 01 )
Flaminia
Two chefs' hats in the first month. 196 pieces of coverage. 182M+ reach. Brand, concept and launch for Sydney's newest harbourside restaurant.
Hospitality
PR & Communications
Placemaking
Strategy & Positioning
Coming Soon
Coming Soon
( 01 )
Bar Allora
48 pieces of coverage. 26.8M OTS. Tourism Australia Hot List. Created from concept to launch with the team behind World's 50 Best Bars.
( 01 )
Bar Allora
48 pieces of coverage. 26.8M OTS. Tourism Australia Hot List. Created from concept to launch with the team behind World's 50 Best Bars.
Hospitality
Hospitality
Strategy & Positioning
Brand & Identity
PR & Communications
Coming Soon
Coming Soon
( 01 )
PATRÓN TEQUILA x SOLE DXB
#1 revenue bar at SOLE DXB. 1.9M organic views. 222 pieces of coverage at the ARIAs. 63M reach. Zero paid media. Cultural platform across AMEA and Australia.
( 01 )
PATRÓN TEQUILA x SOLE DXB
#1 revenue bar at SOLE DXB. 1.9M organic views. 222 pieces of coverage at the ARIAs. 63M reach. Zero paid media. Cultural platform across AMEA and Australia.
Lifestyle Brands
Middle East
Strategy & Positioning
PR & Communications
Experiential
Placemaking
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Coming Soon
Coming Soon
( 01 )
The Straddie Hotel
Full naming, visual and verbal identity, interior direction, tone of voice and launch for The Straddie Hotel. An island's identity, made legible to people who weren't there yet.
( 01 )
The Straddie Hotel
Full naming, visual and verbal identity, interior direction, tone of voice and launch for The Straddie Hotel. An island's identity, made legible to people who weren't there yet.
Hospitality
Hospitality
Strategy & Positioning
PR & Communications
Brand & Identity
Placemaking
Coming Soon
Coming Soon
( 01 )
Petit Loulou
We made queues go viral for Sydney’s newest French boulangerie.
( 01 )
Petit Loulou
We made queues go viral for Sydney’s newest French boulangerie.
Hospitality
PR & Communications
Social & Content
Influencer & Talent
Strategy & Positioning
Coming Soon
Coming Soon
( 01 )
Lyre's ×
Consumer insight, category positioning and launch strategy for a new mid-ABV occasion. Non-alcoholic reframed from abstinence to Enriched Spirits.
( 01 )
Lyre's ×
Consumer insight, category positioning and launch strategy for a new mid-ABV occasion. Non-alcoholic reframed from abstinence to Enriched Spirits.
Drinks Brands
Drinks Brands
Strategy & Positioning
Brand & Identity
Coming Soon
Coming Soon
( 01 )
Beerfarm
4.78M reach. 12 new NSW venue listings. Zero budget. A cross-country beer delivery turned into a 48-hour national event via the rawdogging trend.
( 01 )
Beerfarm
4.78M reach. 12 new NSW venue listings. Zero budget. A cross-country beer delivery turned into a 48-hour national event via the rawdogging trend.
Lifestyle Brands
Drinks Brands
Strategy & Positioning
PR & Communications
Social & Content
Experiential
Earned Creative
Coming Soon
Coming Soon
( 01 )
QT Valentine's Day
We created a Valentine’s campaign that stole and broke hearts across three countries.
( 01 )
QT Valentine's Day
We created a Valentine’s campaign that stole and broke hearts across three countries.
Hotels & Travel
Strategy & Positioning
PR & Communications
Social & Content
Experiential
Earned Creative
Coming Soon
Coming Soon
( 01 )
Q Station
Placemaking and brand transformation for one of Australia's most important heritage sites. Between Sand & Stone: the idea driving Q Station's redevelopment.
( 01 )
Q Station
Placemaking and brand transformation for one of Australia's most important heritage sites. Between Sand & Stone: the idea driving Q Station's redevelopment.
Hotels & Travel
Property
Strategy & Positioning
Placemaking
PR & Communications
Coming Soon
Coming Soon
( 01 )
Intercontinental Sydney
Sydney's oldest working lift turned into the city's most exclusive cocktail experience. Astronomy-led rooftop bar. Mumbrella Travel CommsCon Award winner.
( 01 )
Intercontinental Sydney
Sydney's oldest working lift turned into the city's most exclusive cocktail experience. Astronomy-led rooftop bar. Mumbrella Travel CommsCon Award winner.
Hospitality
Hotels & Travel
Experiential
PR & Communications
Social & Content
Strategy & Positioning
Influencer & Talent
Coming Soon
Coming Soon
( 01 )
The StandardX, Australia
250+ pieces of coverage. 363M+ reach. Melbourne's most culturally relevant hotel, built with a distinctly Australian identity native to Fitzroy.
( 01 )
The StandardX, Australia
250+ pieces of coverage. 363M+ reach. Melbourne's most culturally relevant hotel, built with a distinctly Australian identity native to Fitzroy.
Hotels & Travel
Property
PR & Communications
Social & Content
Strategy & Positioning
Coming Soon
Coming Soon
( 01 )
Don Julio 1942
129% sales uplift. 500M+ earned reach. 850+ pieces of coverage. Diageo's most talked-about Australian launch. From unknown in APAC to the one every venue wanted.
( 01 )
Don Julio 1942
129% sales uplift. 500M+ earned reach. 850+ pieces of coverage. Diageo's most talked-about Australian launch. From unknown in APAC to the one every venue wanted.
Drinks Brands
Lifestyle Brands
Strategy & Positioning
PR & Communications
Social & Content
Experiential
Influencer & Talent
Coming Soon
Coming Soon
( 01 )
Bombies
We led the concept, brand identity and launch PR for Bombies - a 70s inspired rooftop bar that channels surf culture’s golden era.
( 01 )
Bombies
We led the concept, brand identity and launch PR for Bombies - a 70s inspired rooftop bar that channels surf culture’s golden era.
Hospitality
Property
PR & Communications
Strategy & Positioning
Brand & Identity
Placemaking
Coming Soon
Coming Soon
( 01 )
Johnnie Walker Mahjong Club
2.2% brand impact uplift. The most talked-about activation of Lunar New Year.
( 01 )
Johnnie Walker Mahjong Club
2.2% brand impact uplift. The most talked-about activation of Lunar New Year.
Drinks Brands
Lifestyle Brands
Strategy & Positioning
PR & Communications
Social & Content
Experiential
Influencer & Talent
Coming Soon
Coming Soon
( 01 )
Larrie's
A fish and chip shop across from Merewether Beach, designed to feel like it had been there for forty years on the day it opened. We built the brand from naming to neon.
( 01 )
Larrie's
A fish and chip shop across from Merewether Beach, designed to feel like it had been there for forty years on the day it opened. We built the brand from naming to neon.
Hospitality
Property
Placemaking
Brand & Identity
PR & Communications
Influencer & Talent
Strategy & Positioning
Coming Soon
Coming Soon
( 01 )
Thirst Trap
974 Woolworths stores nationally. Built the entire brand from scratch: plastic-free water with more personality than most spirit labels.
( 01 )
Thirst Trap
974 Woolworths stores nationally. Built the entire brand from scratch: plastic-free water with more personality than most spirit labels.
Lifestyle Brands
Drinks Brands
Brand & Identity
Earned Creative
Experiential
Influencer & Talent
PR & Communications
Coming Soon
Coming Soon
( 01 )
Epochal Hotels
We’ve helped build Epochal Hotels from the ground up, brand, strategy, and story.
( 01 )
Epochal Hotels
We’ve helped build Epochal Hotels from the ground up, brand, strategy, and story.
Hospitality
Hotels & Travel
Placemaking
Experiential
Brand & Identity
PR & Communications
Strategy & Positioning
Coming Soon
Coming Soon
( 01 )
The Scarborough Hotel
We’re leading the brand, strategy and transformation of one of Australia’s most iconic coastal pubs.
( 01 )
The Scarborough Hotel
We’re leading the brand, strategy and transformation of one of Australia’s most iconic coastal pubs.
Hospitality
Property
Strategy & Positioning
Placemaking
PR & Communications
Coming Soon
Coming Soon
( 01 )
Peregrin Restaurant
We created the brand, story and experience for Peregrin, a refined take on coastal dining in Merewether.
( 01 )
Peregrin Restaurant
We created the brand, story and experience for Peregrin, a refined take on coastal dining in Merewether.
Hospitality
Brand & Identity
Placemaking
PR & Communications
Social & Content
Strategy & Positioning
Coming Soon
Coming Soon
( 01 )
Smirnoff Lavender Lemonade
We helped Smirnoff tap into the Swiftie wave and become the fastest-growing RTD.
( 01 )
Smirnoff Lavender Lemonade
We helped Smirnoff tap into the Swiftie wave and become the fastest-growing RTD.
Drinks Brands
Lifestyle Brands
Strategy & Positioning
PR & Communications
Social & Content
Experiential
Influencer & Talent
Coming Soon
Coming Soon
Coming Soon
Coming Soon
( 01 )
Hook Island
Placemaking, brand identities, cultural programming and guest experience for a new eco-luxury resort in the heart of the Whitsundays.
( 01 )
Hook Island
Placemaking, brand identities, cultural programming and guest experience for a new eco-luxury resort in the heart of the Whitsundays.
Hotels & Travel
Property
Strategy & Positioning
Placemaking
PR & Communications
Brand & Identity
Coming Soon
Coming Soon
( 01 )
The Singleton
33% sales growth. 4,500+ pieces of coverage. Zero paid media. Repositioned as the entry point to premium single malt through a food-first strategy.
( 01 )
The Singleton
33% sales growth. 4,500+ pieces of coverage. Zero paid media. Repositioned as the entry point to premium single malt through a food-first strategy.
Drinks Brands
Lifestyle Brands
Strategy & Positioning
PR & Communications
Social & Content
Experiential
Influencer & Talent
Coming Soon
Coming Soon
( 01 )
Smirnoff Origins
We brought Australia’s biggest acts back to their roots and gave new talent the stage.
( 01 )
Smirnoff Origins
We brought Australia’s biggest acts back to their roots and gave new talent the stage.
Lifestyle Brands
Strategy & Positioning
PR & Communications
Social & Content
Coming Soon
Coming Soon
( 01 )
Diageo
We brought Diageo to life in Australia’s top on premise venues.
( 01 )
Diageo
We brought Diageo to life in Australia’s top on premise venues.
Lifestyle Brands
Drinks Brands
Strategy & Positioning
PR & Communications
Social & Content
Experiential
Influencer & Talent
Coming Soon
Coming Soon
( 01 )
Koko Black
160 pieces of coverage in Christmas alone. 853M potential reach. A collaboration model that turned a chocolatier into a cultural brand over two years.
( 01 )
Koko Black
160 pieces of coverage in Christmas alone. 853M potential reach. A collaboration model that turned a chocolatier into a cultural brand over two years.
Lifestyle Brands
Hospitality
PR & Communications
Social & Content
Strategy & Positioning
Coming Soon
Coming Soon
Coming Soon
Coming Soon
( 01 )
InterContinental Hayman Great Barrier Reef
97 press pieces. 109.5M OTS. Time Out called it the next White Lotus resort. Repositioned as the frontier to the Great Barrier Reef.
( 01 )
InterContinental Hayman Great Barrier Reef
97 press pieces. 109.5M OTS. Time Out called it the next White Lotus resort. Repositioned as the frontier to the Great Barrier Reef.
Hotels & Travel
Property
Strategy & Positioning
Placemaking
PR & Communications
Social & Content
Experiential
Coming Soon
Coming Soon
( 01 )
Smirnoff Ads for Artist
$1M redirected to emerging artists. Cannes shortlisted. Fastest-growing RTD in market. Three years of cultural relevance for a brand a generation had written off.
( 01 )
Smirnoff Ads for Artist
$1M redirected to emerging artists. Cannes shortlisted. Fastest-growing RTD in market. Three years of cultural relevance for a brand a generation had written off.
Lifestyle Brands
Drinks Brands
Strategy & Positioning
PR & Communications
Social & Content
Experiential
Earned Creative
Coming Soon
Coming Soon
( 01 )
Merewether Beach Hotel
Three distinct venues under one roof. Larrie's, Peregrin and The Public Bar. Newcastle's surf culture and steel-city grit given a home worth returning to.
( 01 )
Merewether Beach Hotel
Three distinct venues under one roof. Larrie's, Peregrin and The Public Bar. Newcastle's surf culture and steel-city grit given a home worth returning to.
Property
Hospitality
Strategy & Positioning
Brand & Identity
PR & Communications
Influencer & Talent
Social & Content
Coming Soon
Coming Soon
( 01 )
Grill'd
Fable: 105M reach, 486% over KPI. Impossible Burger: 310M reach, 637% over KPI. Heston Blumenthal. The Inspired Unemployed. OnlyFans. All earned.
( 01 )
Grill'd
Fable: 105M reach, 486% over KPI. Impossible Burger: 310M reach, 637% over KPI. Heston Blumenthal. The Inspired Unemployed. OnlyFans. All earned.
Lifestyle Brands
Strategy & Positioning
PR & Communications
Social & Content
Earned Creative
Influencer & Talent
Coming Soon
Coming Soon
( 01 )
Beach Hotel Byron Bay
Brand strategy for Byron Bay's most iconic pub post $100M+ acquisition. Positioned as Byron's Cosmic Centre, anchored to the creative platform Get Lost.
( 01 )
Beach Hotel Byron Bay
Brand strategy for Byron Bay's most iconic pub post $100M+ acquisition. Positioned as Byron's Cosmic Centre, anchored to the creative platform Get Lost.
Hospitality
Property
Strategy & Positioning
Brand & Identity
Placemaking
PR & Communications
Coming Soon
Coming Soon
( 01 )
Australian Agricultural Company
17% sales increase in year one post-rebrand. Four-brand ecosystem built from scratch for one of Australia's oldest companies and finest Wagyu producers.
( 01 )
Australian Agricultural Company
17% sales increase in year one post-rebrand. Four-brand ecosystem built from scratch for one of Australia's oldest companies and finest Wagyu producers.
Lifestyle Brands
Lifestyle Brands
Strategy & Positioning
Brand & Identity
Coming Soon
Coming Soon
( 01 )
Westholme
AACo's premium Wagyu brand, repositioned to command the attention of the world's best chefs. We built an identity as refined as the product it represents.
( 01 )
Westholme
AACo's premium Wagyu brand, repositioned to command the attention of the world's best chefs. We built an identity as refined as the product it represents.
Lifestyle Brands
Strategy & Positioning
Brand & Identity
Coming Soon
Coming Soon
( 01 )
Mya Tiger
A Cantonese restaurant inside one of Melbourne's most iconic pubs. We created a brand with enough personality to hold its own above The Espy's stage.
( 01 )
Mya Tiger
A Cantonese restaurant inside one of Melbourne's most iconic pubs. We created a brand with enough personality to hold its own above The Espy's stage.
Hospitality
Property
Brand & Identity
PR & Communications
Strategy & Positioning
Coming Soon
Coming Soon
( 01 )
Hotel Esplanade
Sold for $64M, nearly 5x purchase price. 12 bars, 2 restaurants, 3 stages. A 140-year-old Melbourne landmark brought back from the dead.
( 01 )
Hotel Esplanade
Sold for $64M, nearly 5x purchase price. 12 bars, 2 restaurants, 3 stages. A 140-year-old Melbourne landmark brought back from the dead.
Property
Hospitality
Brand & Identity
Influencer & Talent
Placemaking
PR & Communications
Strategy & Positioning
Coming Soon
Coming Soon
( 01 )
Merivale
A decade inside one of Australia's largest hospitality groups. 60+ venues. 4,500+ pieces of coverage. Every brand, every venue, every campaign.
( 01 )
Merivale
A decade inside one of Australia's largest hospitality groups. 60+ venues. 4,500+ pieces of coverage. Every brand, every venue, every campaign.
Hospitality
Strategy & Positioning
Brand & Identity
PR & Communications
Social & Content
Experiential
Coming Soon
Coming Soon
( 01 )
Harbord Hotel
Full revival of a 98-year-old heritage venue. Brand world, concept and launch built around The Freshwater Beach House: surf culture, community roots, local spirit.
( 01 )
Harbord Hotel
Full revival of a 98-year-old heritage venue. Brand world, concept and launch built around The Freshwater Beach House: surf culture, community roots, local spirit.
Hospitality
Property
Strategy & Positioning
Brand & Identity
Placemaking
PR & Communications
Experiential
Coming Soon
Coming Soon
( 01 )
Bar Ombre
A rooftop aperitivo bar built from the personality of its founders. We turned Salt Meats Cheese's Italian heritage into a standalone venue concept that earns its own audience.
( 01 )
Bar Ombre
A rooftop aperitivo bar built from the personality of its founders. We turned Salt Meats Cheese's Italian heritage into a standalone venue concept that earns its own audience.
Hospitality
Brand & Identity
Strategy & Positioning
Coming Soon
Coming Soon
( 01 )
Mad Mex Rebrand
Full repositioning and rebrand for Australia's biggest Mexican QSR. Fresh Fuel for Life. New visual identity rolled out across every touchpoint.
( 01 )
Mad Mex Rebrand
Full repositioning and rebrand for Australia's biggest Mexican QSR. Fresh Fuel for Life. New visual identity rolled out across every touchpoint.
Lifestyle Brands
Brand & Identity
Strategy & Positioning
Coming Soon
Coming Soon
( 01 )
Talisker
We reconnected Talisker to nature and to Australia’s wild-hearted drinkers.
( 01 )
Talisker
We reconnected Talisker to nature and to Australia’s wild-hearted drinkers.
Lifestyle Brands
Strategy & Positioning
PR & Communications
Social & Content
Influencer & Talent
Earned Creative
Coming Soon
Coming Soon
( 01 )
Ivy
We helped turn ivy into the heartbeat of Sydney’s nightlife resurgence.
( 01 )
Ivy
We helped turn ivy into the heartbeat of Sydney’s nightlife resurgence.
Hospitality
PR & Communications
Influencer & Talent
Strategy & Positioning
Example provides brand strategy and positioning for luxury hospitality brands, premium drinks labels, destination developments and lifestyle businesses across Australia and the Middle East. We define what a brand is for, who it speaks to, and what it needs to say before any creative or communications work begins. Our strategy work underpins every discipline we practise. We are based in Sydney and operate across Australia, New Zealand, the UAE and the wider GCC.
