Christina Fitzgerald -
A fearless brand.

Led the end-to-end concept development for a bold new brand and digital presence, tailored to reflect the unapologetic spirit and sharp-edged charisma of its founder. This included strategic brand positioning, visual identity exploration, and website concepts designed to cut through in a competitive Australian market.

The work focused on crafting a cohesive, authentic, and high-impact creative direction that blends honesty with attitude, laying a strong foundation for future brand expression.

Please note: This project was developed as a conceptual exercise and did not progress to execution.

Sign with a stylized angel wing and halo logo, and the text 'Christina Fitzgerald' underneath.
Instagram profile page for Christina Fitzgerald, with 51 posts, 389k followers, and 3,715 following. The profile picture features a white feather on a dark blue background. The grid displays nine posts, including fashion, makeup, and artistic images, with one post featuring an elderly woman with glasses.
Colorful box with the title 'Mood Awks' and the name 'Christina Fitzgerald' on it, featuring a white eagle logo.
Text reading 'From Christina Fitzgerald' in stylish, handwritten font on a plain background.
A laptop displaying a website with a dark background titled "LONER by Christina Fitzgerald" featuring an image of a woman with dark hair and makeup behind bars and several menu options on the side.