I'm the link between brand, design, marketing and operations for two connected Melbourne brands: Brother Wolf, a heritage barbershop and streetwear label, and No.113, a premium men's haircare line. I run the paid social, the weekly content system and the Shopify store, and I design the creative that goes with them.
Brother Wolf is a Melbourne heritage barbershop and streetwear label. No.113 Authentic Haircare is its premium men's haircare line, run from 113 Greville St, Prahran. Same team, same customer, but two very different conversations.
Voice: punchy, masculine, rooted in barber culture.
Brand direction: heritage prep × downtown cool × old Melbourne.
Voice: considered, warm and plain-spoken.
The range: matte paste, clay, curl cream, sea salt spray and dust powder.
Meta Ads is where most of the testing happens. Every campaign follows the same loop, so a result actually means something and the next decision is easy.
ABO creative-testing campaigns, with video and static creative in separate ad sets so one format can't hide the other.
One consistent campaign naming system, so any result traces back to the creative, audience and offer behind it.
Creative is judged on CTR, conversion rate and AOV benchmarks. Ads that clear them get scaled, the rest get switched off.
The plan isn't to post more, it's to learn faster. Each week runs two formats, and each format is cut with three different hooks, so the first three seconds get tested every single week.
When TikTok reach dropped, I diagnosed it and tested content strategy changes in response, instead of just posting through it.
Opening the US market meant fixing more than the ads. Traffic needed a landing path built for American shoppers, and the parcel had to get there without surprises.
Helped launch ads in the US market, with localised landing paths for US traffic.
Set up HS tariff codes and duty prepayment through Zonos, so duties are paid up front and not charged on delivery.
Set up AusPost and SellerDash shipping for international orders.
Ads only work if the store behind them does. I manage the Shopify store day to day and look after customers across both brands.
Sale pricing, banner and promotional copy, orders and refunds.
Built a tracker to manage gifting outreach, sizing and status. Kept private, but I can walk you through it.
Redesigned the email templates in Figma.
Delivery issues, stock shortages and returns, with a warm, human tone and no over-promising.
Ad performance reports and the influencer tracker hold client data, so I keep them private. I'm happy to walk through how they work in an interview.
The campaigns and posts that came out of it. The artwork on its own, without the strategy, is in Brother Wolf (Graphic Design).
The End of Season Sale ran off a single shoot in an ornate old house on Greville St. I cut it into landscape banners for the website and Meta feed, and vertical crops for Stories and Reels, keeping the same models, wallpaper, and "UP TO 60% OFF" lockup consistent across every placement.
The lead banner isn't designed once and forgotten, it becomes the homepage hero on brotherwolf.com.au the same week it goes out as a Meta feed ad, so a shopper sees one consistent sale message wherever they land.
Website Hero
Meta Feed Ad
No.113 is Brother Wolf's barber-grade grooming line: matte paste, clay, curl cream, sea salt spray, and dust powder. I designed the product launches and sale posts that sell it direct to customers, plus the wholesale and expo flyers that get it stocked in barbershops.
Not every piece is a sale banner. Two from the ongoing work: an invite for the Brotherwolf Social Club, and an offer for the new Richmond barbershop that works for any partner community.
Designed in Figma, with a visual career progression diagram.
Five designs for Brother Wolf, with print production managed through to the final order.
Sale creatives, including animated GIF ads built in Photoshop.
Ad and site copy written in two distinct voices, one for each brand.