A Specialist Brand & Communications Strategic Consultancy 

Highly experienced, working with Australia’s iconic, new and developing brands, guiding evidence informed brand direction.
Combining ‘market and consumer research’ with ‘communications and brand planning’. We specialise in strategy only, independent of creative execution. Don’t let creative execution guide your business and brand strategy.
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“Craig helped unravel our brand complexities in a way we never thought possible.”
Doug, Evolve North

We offer: Market, Consumer & Creative Research Services, independently, or as part of our Brand & Communication Strategy Development Services.

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Blacksheep was established by Craig Hunter. A Planning Director, Brand Consultant, and Researcher (Author and Lecturer). Useful skillsets for solving brand challenges.

For the last 15 years we have been working across Australia on iconic, national, small independent and emerging brands. We partner businesses in research and strategy, leading to brand definition and direction.

Blacksheep because then (15 years ago) 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

South Melbourne Market

Helped with an extensive research project to determine key consumer and trader drivers resulting in brand positioning direction.

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Evolve North

Helped develop brand strategy, leading to a renaming the company. We then went on to develop the corporate brand identity and coffee brand product packaging.

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Montague

Helped the family through a brand definition exercise with internal, consumer and trade interviews. Then refreshing the brand identity and creating a new brand line.

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Development Victoria

Helped with the selection of community name and brand identity and execution.

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Aveo

The preferred research partner, working across multiple projects from optimising product and service delivery to understanding the mind and mood of older Australia.

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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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Victa

Helped over the years with understanding a dynamic and changing market through research in Australia and NZ, leading to brand and marketing recommendations and guidance.

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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, myGov

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Laura, Victa

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

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.