The Freelance Collective Case Study

M&C Saatchi Video Production

Project Management &Art Direction

Series of 4 Videos 

i Central - Start Up 

Project Management & Art Direction

Series of 4 videos

The Commune Shared Creative Space - Sydney

Project Management & Art Direction

Series of 4 Videos

Storytelling for Clark Splendow

Project Management & Art Direction

Series of 4 Videos


The Freelance Collective 

Brand Strategy

Website Design & Management ( development by The Hope Factory) ( Design by Design with Style )

Project Management



Nina is an Australian business and marketing journalist writing for The Sydney Morning Herald, BRW, SmartCompany and BBC to name but a few. She’s also a wordsmith, writing for brands and entrepreneurs. 

I worked with Nina on her own brand Nina Hendy, but after a couple of years Nina started  The Freelance Collective. which is a creative hub for Australia’s best creative freelance talent.

While Nina had the idea, her experience in building a site was limited, so she came to The Business Designer for help with hiring web specialists to build the site, branding development, social media and overall project management.


Working as a freelance business journalist with several regular didn’t leave the time the project required to manage the creative rebrand process or starting a new venture.

Nina wanted help with finding the right team to support her, and a project manager to take the stress out of this creative process, so she could continue to work for her clients.


Nina found huge value in my offering, keeping me on board from the beginning to the end of both projects. We started with the brand strategy, looking at her ideal client and understanding and establishing some goals for the brand.

We worked on creative briefs for the logo and website, I sourced quotes from several specialist web developers and creatives to work on the project, and we established her brand style so that I could source the right design team for her.

I built a team that truly had the skills to bring her vision to life. Of course projects always have ups and downs, and hurdles to cross, but by having a creative project manager who had been part of the process from the beginning, Nina wasn’t required to answer every email and question, instead being able to focus on the bigger picture and also continuing to write for her clients.

I ran the project through to live date and gave Nina regular updates on progress driving the project where needed.

Since finishing the website and seeing a massive surge in clients I have also worked with Nina on 4 videos to help promote The Freelance Collective.

The video projects were a joy to work on - I worked with Clark Spendlow a super talented editor and videographer from Adelaide, the videos projects spanned across 3 states and multiple subjects and businesses.


The outcome for Nina has been two businesses that speak directly to her clients and bring in work.

We have added a number of features to the Nina Hendy site including a booking function, which has brought in a more automated system for her to find stories to pitch to her editors, allowing her more time to start The Freelance Collective as a passion project, which I know will change the Australian creative freelancer industry in Australia. I feel very proud to have been part of Nina’s business journey and look forward to continuing to work with Nina for years to come.





First Class Migration Australia engaged the professional services of Emma in 2016 to assist us in re-designing our website which was looking very old and uninspiring.  I, however, had no idea of what I wanted the new website to look like, so I really gave Emma a challenge to create a design without much input from me initially.  Emma produced a few wonderful ideas. One stood out to me immediately – old fashioned black and white, with a splash of colour and a retro kind of feel to it.  So completely different to all of my competitors!


Emma worked tirelessly throughout the project, following up with me constantly to ensure I got everything to her within the time frame we initially set out and constantly coming up with ideas to make our website really stand out.


I am so pleased and proud of the end result. I now have a website I absolutely love and I receive positive feedback regularly from pretty much everyone who visits our website. Emma is still a constant source of information when we have questions and is always happy to help. I highly recommend Emma to everyone. Thanks Emma!!!!

First Class Migration

“Emma was an absolute pleasure to deal with. Always willing to take on-board feedback and work to our needs to ensure delivery of a high quality video production that fitted our needs perfectly”


I’m a designer and a perfectionist, so it was never going to be easy to create a logo I was happy with. Previous failures included: talented designers & free work, paid work & failure to meet critical deadlines, expectation of upfront commitment with incomplete or no portfolios etc…  I’d become fearful a logo was not meant to be.
Emma conscientiously learnt about my business, rewrote my brief to make it designer-friendly, searched extensively to find a suitable designer, negotiated cost, time,  approach & design amendments. She managed all of this saving me precious time AND she has keen design eye that was so very helpful in reviewing the designs and making the logo what it is. Emma was trustworthy, reliable and  lovely to work with. I’d happily recommend her to anyone

Sandra Marshall – Happy Fish

Emma has been a fantastic help in my design business. She is supportive both to my team and clients, and her client management is superb.  Through her time working with me she has created or improved upon systems, assisted in improving our companies project turnaround rate and has done everything in her power to keep projects on schedule.  I have no hesitation in recommending her to any design agency that needs project management assistance!

Ellissa Jayne – Ellissa Jayne Creative

Working with Emma has made my job as a graphic designer a breeze. Emma’s project management allowed me more time to do what I love best – DESIGN & CREATE. Her communication skills are exceptional and her customer service goes above & beyond what you would expect. Emma is also the queen of clear & concise design briefs! #yesyesyes If you are a designer who want to spend less time going back & forth with clients, Emma is your lady

Anna Matjasec – Design with Style

“It has been a pleasure working with Emma throughout the start-up  phase of my online business. We were able to collaborate and gain a clearer picture of what the business was, and what I needed to do in order to ‘sell’ my product. Her expertise and guidance was sought regularly and her advice on different aspects of the business have proven to be spot on. It’s great working with someone who you can trust in making the right decisions for your company! I look forward to continuing the relationship so that the business can continue to stay on the right path.”

Simon Rae – Lifestyle Tutoring for Kids

creative direction | video production

“We had such a blast working with Emma at The Business Designer. Her initial brief was the right spark to ignite our creativity and the project was managed beautifully, keeping us in the loop at all times and enabling us to deliver the best possible product for the client.  We can’t wait to collaborate on the next project!”


Jenni and Paul – Soymilk Studio

“Emma’s expertise was exactly what I was looking for to help give the direction of my business clarity.  Hiring Emma to walk me through the creative process was invaluable. She advised me on the best approach throughout the process and communicated our thoughts to the designer, freeing me up to get back to meeting my workload. I’ve ended up with a website far better than I could have ever hoped for.  She went above and beyond from the very start and stayed close to the project until the very end. Emma’s guidance has been invaluable.”

Nina Hendy – Nina

website | creative direction

“Emma is a pleasure to work with.  She is thorough, dedicated and genuinely cares about her clients’ success.  Her ebooks and coaching are great resources to help you to uncover and convey the heart of your business.”

Ursula Hobgen – Hobgen Group