Adrian Samuel
One painted wall holding five worlds: inaam, Lydian, Helado, Latitude and yaaarn, tied by a single pink thread.
INAAMmoney with a missionenter →
LYDIANeditorial wealthenter →
HELADOno sad scoopsenter →
LATITUDEthe engine roomenter →
YAAARNthe thread that ties itenter →

Plans it. Brands it. Builds it.

Adrian Samuel · strategy · brand · engineering
scroll to walk the wall · tap a world to enter
fractional cmo · impact investing

Money with a mission

A brand's entire marketing architecture, built from scratch, with a definitive point of view.

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inaam · showcase film
Brand + digital · private wealth

A private office that feels like one

A whole brand world for quiet money: the site, the brand book, and a generator the client writes with.

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Lydian · showcase film
Social + strategy · protein ice cream

No sad scoops

The creative itself: the concepts, the launch film, and a system that keeps shipping them.

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Helado · showcase film
Marketing manager · consumer finance

The engine under the strategy

Inside the bank: the Interest Free journey redesigned, and the reporting machine made visible.

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The Interest Free prototype, bright royal blue hero. the-playbook navigation chrome with its nine chapters. Interest Free prototype, plan options.
Latitude · live prototypes
The studio · Melbourne

The thread that ties it

Adrian built the agency itself: a video rig that can reject, a content studio, a website builder, client dashboards.

Enter the world →
A pink ball of yarn unravelling into brush strokes, film frames and wireframes.
yaaarn · pull the thread
One painted wall holding five worlds.

Plans it. Brands it. Builds it.

Adrian Samuel · strategy · brand · engineering
swipe the wall · tap a world
inaam zone of the wallINAAMmoney with a mission yaaarn zone of the wallYAAARNthe thread Lydian zone of the wallLYDIANeditorial wealth Helado zone of the wallHELADOno sad scoops Latitude zone of the wallLATITUDEthe engine room
the shelf

Strategy on spec

Brief responses written to apply to these companies. Spec thinking, not client engagements: shown for the strategy inside.

Mutinex brief response cover
Mutinex · MMM vs LCA
LEGO Leftover Lab brief response cover
LEGO Leftover Lab x Saveful
Aware Super brief response cover
Aware Super
Campari Group brief response cover
Campari Group
CDC brief response cover
CDC
VIC Gov brief response cover
VIC Government
the record

What each world actually took

The films show it. This is the detail underneath: what was built, run and delivered in each engagement.

Latitude Financial Services

Marketing manager · consumer finance · 2026
  • Live acquisition dashboard consolidating Datorama, Power BI and planning workbooks across six products, replacing manual monthly reporting with automated pacing and gap diagnostics.
  • Interest Free journey redesign: scattered pages restructured into one consideration path, prototyped and validated on real devices.
  • Internal intelligence tools the team actually uses: competitive SERP tracking and a grounded AU finance news brief.
  • Supported the media agency transition and new legal review workflows for campaign approval.

inaam

Chief marketing officer · impact investing · 2024 to now
  • Full marketing foundation from zero: segmentation, value proposition, the Money with a Mission brand platform, channel mix, CRM architecture and measurement framework.
  • inaam-ops: the in-house engine with 150+ working surfaces for decks, emails, landing pages, dashboards, competitor intel and sales training.
  • Impact partner program built from zero: a 100+ brand pipeline, creator and ambassador programs, university club partnerships.
  • Launched to its first hundreds of users with no paid media.

Lydian Private Office

Brand + digital, via yaaarn · private wealth
  • Site design and build: navy and gold, editorial calm, the restraint the category demands.
  • A real-time collaborative content studio the team writes in together, built on live multiplayer editing.
  • Editorial system: typography, photography direction and voice held consistent across every surface.

Helado

Social + strategy, via yaaarn · protein ice cream
  • Launch support that became an ongoing retainer: brand, site, social and media strategy.
  • A 9-tile social system with generation pipelines that keep the product packaging sacred in every image.
  • Media strategy grounded in real AU costs, not panel extrapolation.

yaaarn

Founder · strategy + tech lead · the studio
  • Four-person brand studio pairing strategy with an AI-powered delivery engine.
  • Landing pages rendered live on brand, a 24-template email library, workshop-first decks, social grids, films and media plans.
  • Owns commercial strategy, pricing and the build phase across food, professional services and fitness clients.

Before the studio

Agency + publisher years · 2021 to 2025
  • EssenceMediacom: Mars Wrigley FY25 portfolio strategy, $20M+ planned against a 7.5% net sales value target; Whiskas Pocket Dial with Uber Ads; Milwaukee's first brand campaign.
  • News Corp: automotive category go-to-market built to unlock $500K+ incremental revenue; ~70% win rate across integrated partnership responses.
  • Initiative: Specsavers trade lead, $11.5M planned; record Black Friday; client score lifted 7 to 8.5; local area marketing across ~400 stores.
  • Spinach: 14% in-store sales lift for Black Swan Dips at national grocers; 28% ROAS lift for Drummond Golf.
the pedigree

Where the discipline comes from

EssenceMediacom · WPP

strategy

Mars Wrigley growth planning against a 7.5% NSV target. Whiskas Pocket Dial. Milwaukee Tools.

Initiative · IPG

strategy

Specsavers, an $11.5M account. Brand tracking lifted from 7 to 8.5 on the metric that mattered.

News Corp

commercial strategy

Around a 70% pitch win rate and $500K+ go-to-market programs across the network.

Spinach

account + strategy

Drummond Golf. Black Swan Dips. The craft of shipping client work weekly.

the ask

Build the whole thing with me

Strategy that ships, brand that holds, engineering that actually exists. One person, start to finish.

the.adriansamuel@gmail.com