15 years ago in a small office in Maroochydore I wrote down this little word.

Now it’s one of Australia’s leading challenger brands with over a million clients and writing over $1 billion in premiums every year.

youi was the culmination of my career in the advertising and film world. I believe the youi brand up until March 2023 reflects very much what I’m about. It was an authentic, differentiated, cool brand, existing in a very real place. The proposition of not making assumptions about you was a promise I found at launch and was born out of the business principle that made youi such a successful, profitable company.

I had the trust of the founders and was given the responsibility of creating the brand from scratch in 2007. I wrote the launch brand strategy, came up with the name, together with a designer designed the corporate identity, was responsible for all the creative and directed all of the TV commercials for youi for 15 years.

After a sabbatical I’m back, looking for the kind of opportunities youi gave me. I’m looking to work with like-minded people who’re keen to build brands that are differentiated, authentic and real.