Emily McLaren (Woolerton)

Calico is a brand and design studio working with founders in the consumer goods space. We work end to end, from brand strategy and positioning through to identity, packaging, web and launch. Our work: – Brand strategy, positioning and naming for new and growing consumer brands. – Brand identity systems built to scale, including logo, typography, photography direction and full brand guidelines. – Packaging design across FMCG, including new SKUs, range extensions and full repositions. – Websites and digital, from premium brand sites to e-commerce on Shopify and Webflow. – Campaign and content for social, paid and in-store. Clients include Lake Hāwea Station, Kiwi Sheepskins, Mānuka Emporium, Organic Initiative and Nothing Naughty.

Led marketing and spatial design across Seventh Avenue Group's three Tauranga venues: Brooklyn Patio, Neighbourhood Kitchen and Rain Bar. The role split across two areas: Marketing – Created and ran promotions, events and seasonal campaigns. – Designed printed and digital advertising assets across the group. – Built websites for the venues. – Ran paid advertising across Meta, Google and NZME. Spatial – Designed and project-managed large-scale interior and exterior fitouts. – Shaped the guest experience across each venue, from layout to atmosphere.

Worked at a multidisciplinary creative agency (formerly known as Hunter Studio) across photography, marketing and design. What I worked on: – Photography and set creation across client campaigns and product shoots. – Design and creative assistance on briefs across the studio. – Social media and paid advertising across Meta and Google. Clients included Mamasdonuts, Chaos & Harmony and Volkswagen.

Worked at a Tauranga organisation supporting non-profits to grow across New Zealand. What I worked on: – Wrote feature articles for Exult's quarterly print magazine, distributed to non-profit leaders across New Zealand. – Built and ran the blog and email newsletter, keeping the audience engaged with practical advice for running and growing a non-profit. – Supported broader marketing and communications across the organisation.