01 / Betts

Reimagining a
heritage brand

Repositioning a 130+ year footwear brand through a more distinctive visual world, creator strategy and culturally relevant brand moments.

My role

Brand positioning · Campaign development · Visual direction · Creator strategy · PR · Events

01 / Changing the brand world

Building a more
fashion led brand world

With more than 130 years of heritage, Betts was ready for a new chapter. Working closely with the CMO, I helped redefine how the brand showed up — overhauling the social presence and building a more elevated, fashion-led world across campaigns, imagery, casting, content, creators and storytelling.

02 / Building the creator programme

I built the creator and partnerships programme from nothing. A gifting programme reached 20-30 creators a month to build brand awareness and reputation, alongside 4-8 paid partnerships a month with high-engagement creators whose content was used for UGC and paid ads to drive sales. I selected creators whose image fit the brand and managed rates, usage agreements, briefs and budgets.

20–30: Creators gifted each month
4–8: Paid creator partnerships each month
+112%: Views

Campaign / AW26

Your winter
alter ego

A seasonal footwear collection reframed as an elevated, city-led fashion story with a sharp 90s visual language.

My role

Campaign development · Casting · Location · Moodboards · Creative briefing · Production · Rollout

Betts winter campaign model photographed outside a city building

Model in a sculptural brown winter coat for Betts — AW26 / campaign world

Betts campaign image of a model in a cream knit and brown suede loafers photographed against a city building — Mood board / casting / visual direction / production

Betts campaign still of a model in a suede coat and burgundy ankle boots on Melbourne city steps — AW26 / campaign still

The campaign generated organic social buzz, strengthened brand perception and attracted industry attention and high-profile collaboration interest, reinforcing Betts as a more directional, fashion-forward brand.

03 / Culture + activation

From content
to culture

The next step was taking the brand beyond campaign imagery — building relevance through fashion-aligned creators, organic advocacy, PR and culturally connected brand moments.

I also ran PR in-house, managing media relationships, press enquiries and press releases, and securing coverage including a Fashion Journal feature on winter boots and news coverage of the rebrand.

Creator wearing zebra-print Betts wedges against a green wall

Two creators in fur coats and zebra-print Betts mules at the screening after-party

Guest in a red dress at the Betts private screening

Event production / guestlist curation / aligned fashion creators

Brand activation / The Devil Wears Dupes

Leaning into “dupe culture” as the creative hook, I conceived and produced The Devil Wears Dupes — a private cinema experience for 40 creators, translating the idea across creator strategy, guest experience, event styling and social content.

The event drove strong creator engagement and reach, a big response on social and an uplift in sales.