Evidence Based

Human Centred

Brand Direction

We’re Independent, Experienced and a Friendly Strategic Partner for your Business and Brand. We are a Research and Brand Direction Consultancy.

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“Craig helped unravel our brand complexities in a way we never thought possible.”
Doug, Coffee Brands

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Blacksheep was established by Craig Hunter. A Planning Director, Brand Consultant, and Researcher (Author and Lecturer). A useful skillset for solving brand challenges. For the last 15 years he has been working across Australia on iconic, national, small independent and emerging brands.

Craig now lives and works across the UK and Australia. Welcome to Blacksheep Strategy UK. We partner businesses in research, leading to brand definition and direction.

Blacksheep because then and now we see the need to develop strategy Independently of creative execution. We base our brand direction on consumer insight, market knowledge and business ambition.

Our Experience

Bosch

Helped over the years with understanding power tools and repositioning and developing new brand identities for products as they enter the Australian marketplace.

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Miele

Over the years help grow understanding of the consumer the brand and the retail experience. Helping shape their messaging and creative choices in Australia and New Zealand.

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Australian Government

Helped understand role of government services, develop segmentation and evolve positioning to better engage the citizens of Australia.

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Lend Lease

Helped over the years with naming communities, understanding investors and renters motivation and helped optimise marketing and creative messaging.

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Aveo Retirement Living

Australia’s largest retirement living provider. Preferred strategic consultant. Multiple projects from mind and mood and customer experience studies to national and community NPS.

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Victa/OPE

Australia’s leading mower brand. Selling a variety of Outdoor Power Equipment. Over years we advised on brand development through Asia Pacific research information marketing strategy.

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Montague Farms

One of Australia’s largest suppliers of fruit to top three supermarkets. Brand definition exercise with internal, consumer and trade interviews. Then refreshing the brand identity and creating a new brand line.

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Sonos

Helped an international (quasi-academic) project prove the positive impact of superior versus inferior sound on stress and enjoyment within consumers.

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‘Blacksheep have been invaluable in helping us break through the complexity of our service delivery environment to create a brand position strategy that, when implemented, will fundamentally change the way Australians perceive government services’

Felicia, Australian Federal Government Brand

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Laura, Victa / lawn Mower & OPE Brands

Craig at Blacksheep helped us navigate a very dynamic and changing marketplace. Giving us strategic insight and clear advice, based on consumer and market research from Australia and New Zealand. He’s insightful, strategically minded, passionate and works with you to get the best outcomes. If you’re looking for a strong strategic partner, Blacksheep is worth reaching out to.

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Tatjana, Miele Brand

We have worked with Craig on a number of projects ranging from creative campaign concept testing to a large scale market deep dive. Craig was able to go beyond the data and provide meaningful insights that helped to shape our business decisions. He combines his extensive experience with a relaxed, easy going approach.