Brand is truth

Stop trying to ‘sell’ and start telling your story.
Always and forever, our job is to help you tell your story in the right channel. While branding has been around for centuries, the definition and relationships consumers have with your brand have evolved in the Digital Age. Today, the holistic sum of a customer's experience via multiple touch-points and channels defines your brand. Consuming this information at hyperspeed means a reduced engagement time, therefore consumers are evermore shaping their experiences by a collection of micro-interactions.

We believe in making those experiences the best they can be.

'Today, the holistic sum of a customer's experience via multiple touch-points and channels defines your brand.'

Key people

We’re a collective of creatives, designers, strategists, storytellers, game of throners, swimmers, techies, cat ladies (non-crazy) and we also have Jazz as our office dog.

Lynn Poole

Managing Director

Lynn has experience with international brands such as Vitamix, as well as national brands including nib, National Heart Foundation, Tyrell's Wines and iconic Hunter brands The Kloster Group, Newcastle Racecourse, Civic Theatre, Newcastle Knights and wrote the winning bid to brand Newcastle.

Lynn has led over 90 multi-channel campaigns for NSW Govt in health, road safety, water saving, workplace safety, water safety, cancer prevention, environment, sport, rail, finance, investment, primary industry, place activation, mines subsidence, human resources, emergency services and disaster preparedness. For the Australian Govt, Lynn was also lead on national environment and energy saving campaigns.

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Georgina Hannekum

Head of Digital

A digital leader with over 15 years experience in managing and executing digital strategy and content creation. Georgina is a strategic thinker who uses digital storytelling to help brands connect with customers new and exciting ways. She is responsible for digital strategy, UX, platform architecture and execution.

Georgina has worked with many local and international brands including Greater Bank, Virgin Australia and Myer; collaborating to produce effective integrated communications for corporate, government and SME clients.

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Richard Smith

Creative Director

Rich has worked with global brands in top agencies in both Sydney & London including M&C Saatchi, VML, WiTH Collective and Saatchi & Saatchi for the past 17 years. This has seen Rich win over 12 international and national creative and design awards. He has also served on judging panels at AWARD and AIMIA. Working on some of Australia's most iconic and prestigious clients, notably Commonwealth Bank helping re-brand the bank with 'CAN' which still lives strong today.

Other global brands and organizations include Google, McDonald's, Qantas, Optus, Westpac Group, Lion Nathan, Diageo, Nestle, Federal and NSW Government and much more.

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Bianca Pietrzak

Account Director

A senior client service and branding specialist, Bianca brings a high level of strategic input to every client brief. Her role drives the end to end process and outputs of the design and digital studio, ensuring effective work-flow and successful project outcomes.

Bianca has a strategic approach to problem-solving and brand development, believing that great design is rooted in strategy. Her added experience working client side with brand and marketing teams have been key to solving complex strategic projects with considerable stakeholder engagement requirements.

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Chelsea Brewer

Senior Designer

With experience working in agencies across London, Sydney and Newcastle, Chelsea has worked with clients such as Sky TV, Moet Hennessy, NSW Govt, Vitamix, Greater Bank, Fantastic Furniture and Solar Australia, delivering collateral for print, digital, press and POS. She has also created brand identities for NSW Treasury's Fire & Emergency Services Levy campaign, Newcastle Racecourse and Subsidence Advisory NSW.

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Paula Best

Office/Business Manager

Key to The Brand Pool’s success is making sure we are happy, healthy and prosperous!

Paula is the glue that binds us, looking after our wellbeing, communication, finances and the three essential B's - birthdays, beers and bashes.


Chief Dog Officer

Jazz has been welcoming clients to The Brand Pool since it's inception. As Chief Dog Officer and unofficial Head of Morale, Jazz is adept at reading the full gamut of human emotion, responding in kind and fetching what you need before you even know you need it.

Whether you want to find that tasty morsel you've misplaced or simply need a hug, when you're at The Brand Pool, Jazz will be on hand to tend to your wellbeing. He also does a rousing rendition of Happy Birthday, which needs to be seen (and heard) to be believed!