Selected Works
MTNS MADE
In the picturesque World Heritage listed region of the Blue Mountains, creative industries provide the third largest contribution to the local economy and account for nearly twice the national job average. With that in mind, Woolgather helped Blue Mountains City Council to create a cultural stoyrtelling platform that has unified creative professionals and delivered them to the world stage.
• Naming
• Copywriting
• Strategy
DESKTOP MAGAZINE
Woolgather director Heath Killen is the former managing editor of Australian design magazine Desktop. During this time, advertising revenue was declining rapidly but audience expectations for quality design and editorial had never been higher. Heath set about responding to this new frontier of publishing with great ideas and careful planning to get contributors engaged, readers excited, and help reposition the once terminal brand as serious, desirable, and relevant.
• Copywriting
• Curation
• Publishing
IN WILD AIR
In Wild Air was a free, guest edited weekly newsletter, produced by Woolgather. This project provided a regular broadcast of knowledge and good vibes to its readers from 9am every Monday. Both the open and click rate for each edition is more than double the industry average, with a 99% audience retention rate.
• Naming
• Curation
• Publishing
NATION
Nation is a Sydney based apartment network that offers a hotel-like living experience for renters. Woolgather has been helping to craft this growing brand from its launch, guiding communications and developing engaging content for its social media channels. Rather than just “selling real estate”, Woolgather has been helping make the brand sit apart in its competitive markets by telling stories about home that resonate with its audience.
• Strategy
• Copywriting
• Content Production
THE TERRITORIES
The Territories was created by Woolgather as a small publishing lab, focused on investigating curious and overlooked stories from the Australian landscape. The success of the project has lead to the creation of a passionate audience, sell out products, and recognition from institutions such the National Library of Australia.
• Naming
• Copywriting
• Publishing
THE ALL STORY
As an experiment in taking their work from the desktop to the streets, Woolgather launched and ran a six-month long pop-up called The All Story. This venue served as both a bookstore focused on graphic novels and a gallery focused on illustration. Each of the six exhibitions held in the space focused on a diferent theme and were designed to feel like stepping into a picture book.
• Naming
• Copywriting
• Project Management
GOLDEN AGE
Housed in the lovingly restored Paramount Pictures building, Golden Age is a multi-armed venue featuring a cinema, bar, gallery, and function space. Survival in the competitive cultural landscape of Sydney is tough, and Woolgather helped guide the Golden Age brand with distinct copywriting and strong communications that draw attention and inspire loyalty.
• Strategy
• Copywriting
• Tone of Voice
NEW WEIRD AUSTRALIA
Founded in 2010 by broadcaster Stuart Buchanan, New Weird Australia was a radio show, record label, touring company, and something of a cultural movement. Woolgather worked with Stuart from the project’s early days, helping to craft the brand across all products and communications. After five years of operations, New Weird Australia boasted over 400,000 downloads.
• Strategy
• Copywriting
• Creative Direction
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