PURPOSE IN PRACTICE
Brand & Creative Leadership for Bare Mum
Empowering women through clarity, compassion, and cohesive brand systems.
As a potential future Brand & Creative Lead, I work hand-in-hand with founders and leadership team to bring their brand’s core identity to life. My mission is to ensure that as the business grows, its voice stays clear, its message consistent, and its values rooted in integrity.
Bare Mum thrives at the intersection of women’s wellbeing, evidence-based care, and deep-seated trust; a space where my professional expertise and personal passion align.
I view my role as one of brand stewardship: safeguarding the brand's deeper meaning, guiding its creative expression, and facilitating growth without compromising its essence.
HOW I WOULD SUPPORT BARE MUM
As a Brand & Creative Lead, I focus on clarity and continuity across every touchpoint.
I would partner closely with the Founder and leadership team to:
Own and evolve Bare Mum’s brand positioning, principles and creative direction
Translate brand strategy into practical systems teams can confidently use
Define and maintain tone of voice, messaging hierarchy and narrative frameworks
Set creative direction across digital, campaigns, product launches and partnerships
Act as a brand decision-maker, reducing ambiguity and rework across teams and agencies
This creates space for teams to move faster — without losing what makes the brand special.
WHAT I TYPICALLY TAKE THE LEAD ON
Brand foundations
Brand positioning and principles
Visual identity systems and guidelines
Tone of voice and messaging hierarchy
Creative direction
Website and digital experience direction
Campaigns, launches and paid media creative
Content and storytelling guardrails
Partnerships & integrity
Brand guardrails and approvals
Alignment of collaborators and brand partners
Consistency across all co-branded touchpoints
RELEVANT EXPERIENCE
I’ve spent over 25 years leading and stewarding purpose-led brands across wellbeing, community, sustainability and consumer sectors — often in founder-led environments navigating growth and visibility.
My work includes:
Leading end-to-end brand refreshes and evolutions
Translating insight and evidence into trusted brand systems
Supporting women-led organisations through clear, human-centred storytelling
Acting as a brand gatekeeper for partnerships and collaborations
I currently contribute at a national level with WISER (Women in Sustainable Energy & Resources), shaping brand and communications that support women’s wellbeing, leadership and visibility.
WORKING TOGETHER
I typically work fractionally, partnering for 4–6 hours per week in a remote-first model.
This approach offers:
Senior brand leadership without a full-time hire
Direct founder partnership
Continuity across campaigns, content and growth phases
A calm, trusted point of brand decision-making
SELECTED BRAND STEWARDSHIP
Ellenby Tree Farm
Role: Brand Strategy & Creative Direction
Led brand evolution aligning sustainability, wellbeing and growth objectives.
Repositioned the brand around Firewise initiatives and long-term environmental value
Directed identity updates, campaign assets and digital integration
Delivered measurable outcomes including 320k+ digital reach and 40%+ audience growth
Loftus Community Centre
Role: Brand & Community Campaign Lead
Designed and delivered a city-wide brand activation focused on trust, accessibility and community wellbeing.
Reached 35,000+ households
Drove a 55% increase in attendance and 15,000+ bookings
Strengthened connection through inclusive, human-centred storytelling
Francis Burt Chambers
Role: Brand & Creative Lead
Led an end-to-end brand refresh for Western Australia’s largest private chambers.
Defined updated brand positioning and narrative
Designed and directed the full visual identity system
Managed alignment and approvals across 128 stakeholders and board members
Delivered a cohesive rollout across digital, print and communications
Strength Heroes
Role: Brand Strategy & Creative Direction
A community initiative using strength-based art and play programs designed to build resilience, confidence and emotional regulation in children and families. My work supported the development of brand positioning and creative direction that reinforced trust, positive capability and wellbeing outcomes.
Advocare
Role: Brand Clarity & Communications
A not-for-profit advocacy organisation helping older adults and their families navigate the aged-care system, understand their rights, and stay connected to community. I led improvements to brand clarity and public communications to ensure the organisation’s visual remained compassionate, accessible and consistent with its care-centred mission.
A FINAL NOTE
Bare Mum is a brand built on trust, care and evidence — and those qualities need protecting as the brand grows.
If you’re looking for a Brand & Creative Lead who brings clarity, restraint and long-term thinking, I’d love to be considered.
Heather Wallace
✏︎ heather@nomadonbrand.com
✏︎ LinkedIn Profile - Heather Wallace
Prepared specifically for Bare Mum · January 2026