Tecala
I’ve partnered with Tecala since 2019. Originally brought in to manage the marketing department and embed effective marketing practices within the business, we soon moved on to activating and launching the brand in 2020. The new website was launched in 2021. and a series of website development projects and go to market campaigns have followed.
Now, collaborating with the Head of Marketing and the marketing team, I develop thought-leadership content, client engagement strategies, and demand generation campaigns.
Development Partners: Chosen, YKCS, Concert & Filter
Zenith
I led the strategic approach with SQUAD to evolve the Zenith brand so it better represented the business. Through the process I developed the positioning as the ‘Curators of the Modern Workspace’. This positioning now clearly defines this iconic Australian business.
As well as tackling this exciting brand challenge, I’ve worked with SQUAD to craft effective strategies for new product launches, including Jac Chair and Denn Chair. Plus, developing their corporate sustainability strategy.
Click here to see the finished website.
Development Partner: SQUAD
Denn
Denn was a collaboration between Zenith and the team at Formway. I led the strategic engagement with SQUAD to interview all the key players at Zenith and Formway, develop the brand essence, develop the brand messaging, and create the copy for the website.
The Denn Chair is an innovative product that features highly technical features. But the brand experience needs to have a human touch. By establishing the right balance we’ve created a successful brand that’s driving growth for Zenith and Formway.
Click here to see the final product.
Development Partner: SQUAD
Crescent Wealth
Crescent Wealth is one of Australia's leading Islamic Superannuation service providers. With the purpose to ‘open up tomorrow for everyone, so all Australians can retire with wealth and honour', the brand delivers an essential financial service to millions of Australians. This combined brand and content strategy, logo and visual identity development, and go to market campaign enabled Crescent Wealth to relaunch its brand and pursue its ambitious growth strategy.
Brand Partner: YKCS
Rate Money
Rate Money specialises in arranging home loan solutions for self-employed and small business owners. It does this through a nationwide network of local franchises and referral partners. We’ve been partnering with the Rate Money team to evolve and establish their brand in a highly competitive market. With a mix of client- and partner-focused campaigns we’ve been enabling Rate Money to build brand presence and drive its growth.
Brand Partner: Concert & Filter
Fleetwood
Fleetwood is a design-led engineering and construction firm that specialises in developing outdoor structures. This rebrand led an evolution of the business from a design and building firm, to vision-makers who create outdoor experiences that encourage people to love where they live.
Since rebranding to ‘Forge’ in 2025, the brand has retained all the essential elements we established in the original project.
Development Partner: SQUAD
Site360
Site360 is an innovative Australian business delivering contactless systems and platforms for ensuring the health, safety and productivity of site contractors and visitors.
The business was a start-up, so it needed a strong brand platform, go to market strategy, and distinctive brand identity. We developed the logo, brand identity, website, and a stream of content to deeply connect with audiences and drive engagement.
The business is now enjoying sustained growth in Australia and overseas markets.
Development Partner: Filter
Like what you see?
Let’s talk about how it’d work for you.
I have a unique way of working that’s built on proven methodology and a really strong track record. The approach works because it combines experience, expertise, collaboration, and partnership.
Get in touch, and let me explain how it works.
simon@simonsteele.com.au
0414 377 570