We are
brand
brand
Welcome to OJL. I’m Ali.
I spent the brand-side chapter of my career in Melbourne, and now I live on the Gold Coast running OJL. The things that matter most to me are my home, my family, the ocean, and the work I get to do every day.
My love for words has always been there, from books and poetry to conversations and music. I grew up wanting to run a magazine and the idea of writing a book still sits in the back of my mind. As the world shifted from print to digital, I moved into eCommerce and DTC brands where storytelling met data, behaviour, and commercial decision making. That mix of creativity and strategy is what hooked me, and it’s what I’ve built my career on ever since.
My love for brand started way back in 2014 when I was fortunate enough to receive my marketing education from none other than Steve Bennett, the founder of Country Road, and one of the most remarkable people I’ve ever met. He instilled in me the power of brand, the importance of craftsmanship, and the discipline required to truly focus on what’s in front of you.
Fast forward to now and those philosophies guide everything I do. I'm a firm believer that storytelling and connection is the single most important aspect of branding, and the single most forgotten part of modern day eCommerce. If the work I do through OJL can shift that even a little, that feels like success to me.
We partner with brands with heart.
Brands that mean more. The ones with a story to tell and a purpose that goes beyond the product they sell. The ones that will outlive the rest. We work exclusively with brands that see brand as the juice, not the garnish: the growth engine, the glue, the difference between being seen and being remembered.
We’ve spent over a decade growing leading fashion, skincare, lifestyle, and FMCG brands - the industries where brand and emotion do all the heavy lifting. We know that when strategy meets storytelling, magic happens: products become loved, marketing starts to feel human, and brands become friends.
11+
Years experience
2500+
Products launched
20+
Brands grown
∞
Great minds met
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What we do
We partner with established brands and teams to regain clarity and direction - aligning product, positioning, and campaign vision to drive sustainable growth. We specialise in long-term thinking: think 2-5 year brand and marketing roadmaps, creative campaigns, new market expansion, and business strategies that grow brands intentionally and sustainably.
What sets us apart from the crowd? Glad you asked. We bring together what most brands have to hire twice for: the technical know-how to scale a DTC brand, and the creative thinking to make it unforgettable.
We know the backend of eComm: data, metrics, websites, and channels. And we know the front end too: brand, storytelling, creative, and content that sticks. That combo is what makes our strategies work. They're not just great on paper (you know what they say about that..). They're built to land, resonate, and drive real results for your brand.
What we don’t do
Make TikToks or run socials.
Change website banners at midnight.
Manage paid ads or argue with Meta support (what support?)
Bad coffee, ever.
Go to bed late (we’re too old).
Neutrals (life’s too short).
People who use the word ‘youse’. We simply cannot.
In good company
We’ve had the pleasure of working with some of Australia’s most loved brands - from global icons to fast-growing disruptors. Fashion, beauty, lifestyle, and FMCG - including the brand that made coffee scrubs famous and bathrooms a little more fun.
