About Us

Based in Sydney Australia, with over 16 years of combined digital experience

Our Story

Bringing together the power of design and SEO

When Covid-19 changed the world, we were forced to work-from-home.


This illuminated something we knew, but didn’t really see until we were stuck in the same room together; Alex helps small-to-medium businesses perform online through SEO and digital marketing, and Michelle helps big business deliver best practice customer experience through digital strategy and design.


We realised we are two different sides of the same digital coin!


This all happened with the backdrop of our favourite local ‘go-to’s’ struggling, or closing – and in some cases – never re-opening again.


We observed some businesses step it up online (to our delight), and we decided we want to be part of the comeback! So here we are…

Alex Kay

Digital Marketing & SEO Lead

My journey with SEO was by fluke – which is how a lot of SEOs would describe their introduction into the digital space.


I was recruited by a friend who wanted to create a recurring stream of income for his business after he completed building a website for them. He thought SEO was the answer. I didn’t know what SEO was but I dived head-first and never looked back.


Almost 9 years later, I work for one of the worlds biggest home furnishing brands in optimising their website (30,000 pages and all) to perform better in Google across Australia.


In my early years of digital, I worked with businesses that never had an online presence. What really struck a chord with me was when they’d ask us to build a website for them because “the other company” had ripped them off. I could see the lack of trust in their eyes, so we would often build websites at a much discounted rate, and offer SEO services on the cheap just to make them feel a bit less broken.


After seeing small business after small business come to us from other agencies made me realise that, “you pay cheap, you get cheap”.


A really good SEO understands your business from top to bottom, your strengths, weaknesses and everything inbetween. A sh*tty SEO takes your money, promises the world and doesn’t deliver ACTUAL results. Seeing this over and over again lit a fire inside of me to ensure that my clients are treated with respect & honesty. If SEO isn’t the right strategy for your business (rare but it can happen) then we’ll tell you straight off the bat.


In the last few years I’ve worked in some of Sydney’s largest and some of Sydney’s most boutique digital agencies. I’ve seen first hand, the benefits that SEO gives small businesses right through to how SEO can benefit even the largest brands in the world. Owning a website with sound, established SEO gives you the platform to reach your customers 24/7.


Imagine selling your product while you sleep, isn’t that the dream?!


Some brands I’ve improved online visibility for are:

  • IKEA
  • Gumtree AU
  • Mitsubishi Electric
  • Nuix (ASX-listed company)
  • Brydens Lawyers
  • Satterley Property Developers
  • Jardan Furniture

Michelle Tran

Digital Strategy & Design Lead

I began my career at an agency working with some of Australia’s most notable brands: McDonalds, Johnson & Johnson & Fairfax to name a few.


After gaining valuable experience across media & digital strategy, I became the Head of Strategy at Seven.


It was in this role that I believe I made my biggest contribution to Seven; I developed the internal research and strategy process for designing and commercialising the network’s tentpole products each season. It was this process that guided the delivery of 4 seasons of My Kitchen Rules, House Rules, The X Factor, and many show launches in-between. It was also this process that helped the Partnership team deliver millions of dollars of revenue to the business, exceeding targets year-on-year.


After over 6 years at Channel 7, I decided to pursue a new challenge. I co-founded a strategy consulting company, called, A.M Society. We used our strategic design process to develop product and platform solutions for clients including: 7Sports, 7Digital, Phoenix Leisure Group, Lendlease, and Verizon. Running my own consultancy was one of the great experiences of my life, not just for the successes, but for the tough lessons learned. My business partner left the business abruptly and I was left with a difficult decision. What do I do next?


I dived into something that was true to my heart – User Experience. I joined Telstra as a UX Specialist, and soon overseeing the Telstra Plus loyalty program and launching it in a E2E UX Lead role a few years later.


My career has taken me many places, companies and experiences. I now work in the public sector for Service NSW as a Principal Designer, overseeing major digital projects and programs roll out.


Wherever I’ve been, I’ve always had the motto: “listen, labour, learn and do that over and over until you get it right”.

Our Process

We support you at every step

1. Define

We work with you to define your business goals, understand customers needs, and determine measures of success.

2. Design

Then we design digital solutions to meet your goals. Our packages include a custom website with a focus on best practice SEO.

3. Deliver & Optimise

We launch your website. To enhance the website performance we continue to review, report and optimise based on your package.

Want to leverage our digital expertise?

Reach out for a free strategy session

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