Rusty is a Creative Director specialising in lifecycle thinking, using creativity to shape the moments that drive behaviour, not just attention.
Over the past decade at CX Lavender, he has led the development of customer journeys end to end, with a particular focus on lifecycle campaigns, loyalty ecosystems and the comms that connect them. It’s a space often treated as functional. He approaches it as a creative opportunity.
Alongside this, he has delivered through-the-line campaigns across TV, social, digital and brand platforms, bringing the same level of craft and clarity to big ideas as he does to the details that follow them.
With a background in design, Rusty remains close to the work. He is as comfortable shaping layouts and visual systems as he is leading teams and setting direction. It’s a hands-on approach that keeps the work sharp and the standards high.
He believes the best ideas are simple, well crafted and grounded in real human insight. And that creative leadership is about creating the conditions for great work to happen, then knowing when to step in and make it better.
worked on projects for
Westpac
nbn
headspace
Zambrero
Bluescope
American Express
Stockland
BT
Bupa
St.George
Telstra