4.1Darling, Shine!
Brand Strategist [Agency]
Brand positioning and messaging framework for a leading Australian wellness podcast.

I developed a refreshed brand strategy for Darling, Shine!, one of Australia’s most successful female-led wellness podcasts. The brief centred on clarifying the brand’s emotional core, articulating its evolving value proposition and ensuring consistency across paid partnerships, live events and digital content.

Working closely with the team, I led a strategic deep-dive into audience motivations, brand perception and competitive landscape. From this, I created a unified messaging framework that clarified tone of voice, refined key themes and strengthened how the brand communicates its promise of honesty, community and lived experience. I also produced adaptable copy pillars to guide future campaigns, social content and brand collaborations.

The result was a clearer, more scalable brand identity—one that foregrounds vulnerability, humour and support while giving the team a practical toolkit for decision-making across channels and formats.