I make businesses, products and technology easier to understand, and harder to ignore.

Senior brand, creative and communications, without the agency layers. For founders and established businesses with something valuable that isn’t being understood.

Book a 20 minute clarity call Tell me what you’re selling and where the message breaks down. You leave with a straight answer.

Technology harder to explain than it should be? How I work with founders

The proof

Leafio

I rebuilt Leafio's brand and messaging, set up their in house studio, and launched a pharmacy owned magazine that doubles as a clinical handbook.

Result

Second edition: 5,000 copies, up from 1,000.

Leafio Lens, the pharmacy handbook and resource guide: issue two cover beside an open spread on women's health — Read the Leafio story

Riper

I helped launch Riper, a food business built on the blockchain. Farmers get paid first, and customers can trace every step their food took to reach them.

Result

Built to strengthen food security worldwide.

The Riper Lite app login screen on a phone, with a farmer crouching in a red soil field behind — Read the Riper story

Village Roadshow Theme Parks

I helped shape the parks' in house creative agency, grew the studio from 4 people to 18, and rebranded every food and beverage outlet across the parks.

Result

200+ campaigns. 30+ venues rebranded.

A night street parade at Movie World: a smiling girl in front of feathered dancers, fire twirlers and cheering crowds under neon signs — Read the Village Roadshow story

Aptus

I led the Aptus rebrand, redesigned the packaging, ran the launch and managed the paid media campaigns.

Result

Sales up 400% in the first month.

The Aptus online store on a laptop and a phone, on a steel bench in a grow room — Read the Aptus story

Pellucid

I made a documentary that walked investors through Australia's medicinal cannabis industry before 2019, and the reforms that were about to reshape it.

Result

Helped raise $10M.

A smiling woman at the beach holding a jar of Pellucid Eclat du Chanvre day cream — Read the Pellucid story

Twenty years of brand, campaign and launch work for theme parks, household names, health and technology companies. Third generation in food, which is where I learned how things actually get sold.

Brands I have worked on

Village Roadshow Theme Parks
Sea World
Warner Bros. Movie World
Lionsgate
Goodman Fielder
Jupiters Casino
Topgolf
Leafio
Aptus
Burleigh Drinks Co
Natural Beauty
Riper

Proof

The numbers first. Then how they happened.

400%Sales increaseAptus, first month after the relaunch $10MCapital raisedPellucid, with the investor film and deck 30+Venues rebrandedVillage Roadshow Theme Parks 200+CampaignsArt directed and shot across six parks

Three Aptus Plant-Tech bottles, Peakboost in front, half buried in dried flower against a black background

Aptus · Plant nutrition, sold direct in four countries

The best product in its market, behind a brand that hid it.

The problem and the move

The problemStrong product, weak market perception. A respected Dutch nutrient range, sold only through trade, behind an identity that had gone tired.

The moveRepositioning, identity, packaging, photography and a Shopify store, so the range could sell direct to growers.

The resultSales up 400% in the first month, with the store live in Australia, New Zealand, the United States and Canada.

See the Aptus project

Riders laughing and screaming on a swinging theme park ride, legs dangling, with the park blurred below

Village Roadshow Theme Parks · Food venues, rides and shows

From a pencil sketch to a billboard.

The problem and the move

The problemDozens of venues, rides and shows, each needing its own personality, all needing to sell as one park.

The moveAn in house studio grown from 4 people to 18, venue brands from logo to menu board, and launch art built from real photography.

The result200+ campaigns across six parks, 30+ venues rebranded, and the external agencies replaced.

See the Village Roadshow work

Illustrated map of the Riper supply chain: an apple orchard, processing, purchase on a phone, air freight, customs, trucking and a greengrocer, all linked by one tracked record

Riper · Agtech start up

A supply chain idea nobody could picture.

The problem and the move

The problemAn accurate idea nobody could picture: farm to fork traceability, built on blockchain.

The moveOne plain sentence, an animated walk through that follows one apple from orchard to shop, the brand, and an app for farmers, buyers and funders.

The resultThe whole business understood in ninety seconds, on a phone, without a founder in the room.

See the Riper project

Also in the work: a brand rebuilt for a health company that talks to 4,000 pharmacies, the pitch creative behind the Pellucid raise, a collagen start up launched into a crowded shelf, and recent pitch and website rebuilds for two technical start ups.

See all the work

Not sure where you fit? Twenty minutes on a clarity call will tell you.

Book a clarity call

Sound familiar?

People ask what we actually do.

If a customer cannot repeat your offer in a sentence, they cannot recommend you either.

Our website doesn't sound like us.

It was written to fill a template, not to say why you are the better choice.

We've paid for marketing and nothing joined up.

A logo from one person, photos from another, a site from someone else. Each job fine, none of it adding up.

The product is better than it looks.

On the shelf, on the menu or on the screen, it sits beside competitors and does not say why it should be picked.

None of these is a quality problem. They are clarity problems, and clarity can be built.

Founders and technology companies

When the technology is harder to explain than it should be.

Founders describe what it does. Customers want to know what it does for them. Investors want to know what it becomes. I take a complex business through the whole chain, and make each piece myself, so nothing is lost between the strategy and the screen.

Positioning
Narrative
Pitch
Website
Demonstration
Launch

Riper, Pellucid and Aptus all started here. How I work with founders

How I work

One senior creative. A trusted specialist network.

You deal directly with me, from the first conversation to the finished work. When a job needs more hands I bring in specialists I trust, from stylists and animators to developers, and I keep creative responsibility for all of it.

A smiling pharmacist showing a customer a Leafio tablet in a pharmacy aisle

Position

Strategy, positioning, messaging and narrative. What you are, who it is for, and the sentence that carries it.

Three Natural Beauty collagen tins bursting open with lemon, white and raspberry powder on a pale blue background

Present

Brand, visual identity, photography, film and website. How the business looks and sounds wherever someone meets it.

Sea World roadside billboard for the Thunder Lake stunt show: a truck, jet ski and stunt riders on the water between two rival characters

Launch

Campaigns, sales materials, digital and commercial creative. The work that puts it in front of the right people.

Start at any of the three. Most clients begin with Position, because everything else is built from it.

Position, Present and Launch in detail

The craft

I shoot for the layout, not just the frame.

More than twenty years as a commercial photographer and creative director. Every image is planned around where it will live, so it drops straight into the menu, the billboard or the website.

Beef medallions with vegetables and edible flowers on black stoneware

A polar bear and her cub playing in the snow

Espresso martini on dark timber with coffee beans

A leather wrapped bottle on dark satin and fur

A boy laughing as a seal leans in for a kiss

A giant octopus beneath a tropical island, composite key art

Food and drink, product, tourism, people, and composite artwork.See the photography

Start anywhere. Stop after any step.

Need just a shoot, a logo or a website? That is fine, and it gets a fixed quote before I start. If you want the lot, I work in this order so every piece adds up. It starts with a 20 minute clarity call.

First

Clarity Check

Find the sentence.

What is included

I look at your website, search results, photos and message the way a customer does
One page: the three things to fix first, in order
One plain sentence that says what you sell
A call to talk it through

Fixed quote, agreed before anything starts.

Then

Clear in 30 days

Build what carries it.

What is included

Your position and message, written down
Brand tidy up, so everything matches
A photo shoot
A website, live on your domain
Your Google profile sorted

One project, one month, one fixed quote.

After that

Ongoing partner

Keep it working.

What is included

A senior lead looking after how you show up
Campaigns, case studies, video and new pages as you need them
Simple tools so no enquiry gets forgotten
Proof gathered as you go: results, reviews, stories

Month to month, scoped to what you need.

Every job gets a fixed quote before work starts. Position, Present and Launch, and the ways to work together, are on their own page.

Services and ways to work

Not sure which step is yours? That is what the first call is for.

Book a clarity call

Who you are dealing with

Dave Paull

Senior brand, creative and communications

More than twenty years as a creative director and commercial photographer, building brands, campaigns and launches for theme parks, plant science, health and technology companies. Before that, three generations of my family worked in food, from the markets to retail, and that is where I learned how things actually get sold.

You deal with me directly. I lead the thinking and make the work, and bring in specialists when a job needs them, so the strategy and the finished material never drift apart.

I also work with founders and technology companies at two points: before a raise, when the deck and the sentence have to land, and after a pilot, when the results have to become sales. How I work with founders

The full story, and who I have worked for

“They seamlessly transformed Aptus from a fading image into a vibrant market contender. The feedback since the rebrand has been exceptional.”
Mike, owner, Aptus Bio Science

What people ask before they call.

How much does it cost?

Every job gets a fixed quote before any work starts, so there are no hourly surprises. Prices are not listed because the work ranges from a single shoot to a full rebuild. The work is scoped to the problem, not to an agency’s overhead. If what you need is out of reach I will say so on the call, and tell you what I would do first instead.

Who do you work with?

Founders and established businesses with something valuable that isn’t being understood: a better product, a new technology, a raise or a relaunch. Size matters less than whether the message is what is holding you back.

Who actually does the work?

I do. One senior creative, with a trusted specialist network for the parts that need more hands. You deal with me directly and I keep creative responsibility from the first call to handover. I only take on what I can deliver properly, and on the call I will tell you my next available start date.

Do I need a whole new website to book a shoot?

No. A shoot, a logo, a video or a single page can be a job on its own. I will still ask where the work is going to be used, because that changes how I make it.

Who owns the work when it is finished?

You do. Photographs, design files, website code and logins are handed over when the job is paid. No lock in.

Where are you, and do you travel?

Burleigh Heads on the Gold Coast. I shoot on location across South East Queensland and further by arrangement, and work with clients elsewhere in Australia and overseas by video call.

Do you use AI?

Yes, where it makes the work faster or better: research, first drafts, prototypes and simple tools. Everything that leaves the studio has been checked and finished by a person, and your information stays private.

Start here

Start with a 20 minute clarity call.

Tell me what you’re trying to sell, who needs to understand it, and where the current communication breaks down.

Send the form. Two sentences is plenty.
I reply personally within one business day with a couple of times.
Twenty minutes and a straight answer. No cost, no obligation.