about

MOST BRANDS WANNA BE SEEN.

‍ ‍ The ones that matter ‍are‍‍ ‍ ‍felt.

drew pollock

brand architect & strategist

Somewhere between what an organisation says and what people actually experience, there’s usually a gap. It often gets ignored until it starts costing you.

I’ve spent the last decade working across brands including UNICEF Aotearoa, Les Mills, Youthline, TVNZ, Spark, MediaWorks and Lotto NZ.

Different organisations. Different audiences. Same problems. Inside, everything was crystal clear. Outside, it didn’t quite land. So the usual answer had been more. More messaging. More content. More campaigns. More noise. This needed to change.

Most brands don’t have a visibility problem. They have a meaning problem. They’ve lost the thread between what they believe, what they say and what they do.

That’s where I come in.

I find what’s underneath the noise. The truth worth building around. The thing people recognise before it’s explained. Then I turn it into a brand where strategy, creativity and experience move as one.

It’s been said many times before, but rarely taken to heart; a brand isn’t what you tell people it is. It’s what they experience when you’re not there to explain it.

Get that right and you don’t have to keep convincing people.

They just know. They feel it. They’re with you.

select work experience

UNICEF Aotearoa - Creative Director & Brand Strategist

Reframed organisation wide communications into a clarity-led system connecting storytelling, UX and donation journeys - turning institutional messaging into a trust architecture for action.

Youthline - Brand Strategist & Creative Lead

Redefined Youthline’s voice around sincerity and emotional safety - shifting communication from clinical, corporate tone to lived, conversational language grounded in how young people actually experience support.

Directed end-to-end campaign development across broadcast and digital - translating strategic intent into high-impact creative execution from concept through production.

TVNZ Blacksand - Senior Campaign Producer

MediaWorks - Senior Creative Producer

Led integrated B2B campaign development across broadcast and digital - shaping creative strategy and delivery across production environments and commercial constraints.

awards

  • Designers Institute NZ.png

    Designers Institute NZ - Best Awards

    MULTIPLE FINALIST

    Recognising excellence in brand and communication design.

  • SSTLivingMoment.png

    Promax BDA World

    GOLD

    Awarded for creative excellence in media and integrated marketing.

  • tvnz2rebrand.jpg

    Promax BDA Australia

    MULTIPLE GOLD

    Recognising standout achievement in multi-media campaigns and broadcast content.

  • DukeBrand.jpg

    Promax BDA NZ

    MULTIPLE GOLD

    Awarded for creative execution in broadcast production and marketing creative.

let’s talk.

Good work usually starts with a conversation.

For projects, collaborations, or something still forming.