Brand & Content Discovery — MELLECO × LOVR

01 Brand Overview

In one or two sentences — what does MELLECO actually do?

Not from the website. Not the aspirational version. What do you tell someone at a dinner party when they ask?

What is MELLECO's mission?

Your tagline is "We craft legacies." What does that actually mean in practice?

What are MELLECO's core values?

3–5 genuine ones. What guides your decisions and how you work with clients?

What makes MELLECO different from other brand agencies or consultancies?

Think about your background — Vietnam, Six Senses, the Whitsundays, La Chaine des Rotisseurs, your international network. What do you have that others don't?

02 Target Audience

Who is your ideal client?

Think about the type of work you want more of — brand activations, export strategy, events, partnerships? Who hires you for that work?

What problem are they trying to solve when they find MELLECO?

What's the most common misunderstanding people have about what you do?

This is one of MELLECO's known challenges — people aren't sure if you're an agency, an events company, an export consultant, or something else. What's the core confusion?

Where do your best clients typically come from?

Referral? Events? Social media? Your existing network? La Chaine des Rotisseurs connections?

03 Competitors & Inspiration

Who do you see as direct competitors?

Other boutique brand or events agencies operating in luxury hospitality, beverages, or cultural experiences.

Are there founders, consultants, or agencies whose personal brand or content you genuinely admire?

Especially founder-led brands — people who've built something beautiful online that feels authentic, not corporate.

Are there brands, accounts, or publications (outside your direct category) that inspire the type of content MELLECO should create?

Think about hospitality, travel, luxury, cultural institutions, artisan producers — anything that has the feeling you want.

How do you want to be positioned relative to larger global brand agencies?

More personal? More culturally specific? Boutique vs corporate? Describe the distinction you want clients to feel.

04 Current Social Presence

Which platforms are you currently active on, and how often are you posting?

Instagram (@melleco.agency), personal account (@pookmelle), LinkedIn — and the honest state of each.

What content has worked well in the past (even if a while ago)?

Events coverage, travel posts, 74 Islands content, cultural partnerships — what got a response?

What hasn't worked — or what have you tried that felt wrong for the brand?

Is the MELLECO brand account (@melleco.agency) the right home for your content — or should the strategy focus on building Melannie as a personal brand?

This is a strategic decision. A founder-led personal brand often outperforms a company page for a business like yours.

Are there platforms you haven't tried that you're curious about — LinkedIn company page, TikTok, Pinterest?

05 Content Pillars

Review the proposed content pillars below — edit, remove, or rename anything that doesn't fit.

These are our starting hypothesis based on what we know about MELLECO. Your input shapes the final strategy.

Pillar 1

Pillar 2

Pillar 3

Pillar 4

Pillar 5

Is there a theme or topic that's missing from the above?

Are there topics you want to deliberately avoid in content?

How much of the 74 Islands Distillery story do you want to feature in MELLECO's content — vs it being a separate brand?

74 Islands is a significant part of your visible portfolio but MELLECO is the consultancy. Where does one end and the other begin?

06 Visual Preferences

Describe the visual feeling you want MELLECO's content to have.

Think about how your work actually looks — luxury events, beautiful venues, the Whitsundays, Vietnam, cultural gatherings. What mood does that evoke?

Are there Instagram accounts, publications, or brands whose visual aesthetic you'd want MELLECO to reference?

Are there existing MELLECO or 74 Islands images you love — that feel like what the brand should look like?

Think about event photography, product shots, location content — what's already worked visually?

Colour and aesthetic direction — are there colours, textures, or visual styles you want to move toward or away from?

Are you comfortable being photographed and featured consistently in content as the face of MELLECO?

A founder-led strategy only works if you're willing to show up. This doesn't need to be performative — it can be natural and editorial.

07 Tone of Voice

How would you describe MELLECO's voice — the way Melannie actually speaks in professional contexts?

Think about how you'd write an Instagram caption or a business email. What's the register?

Tone dial — where does MELLECO sit?

Formal Conversational

Serious Warm & Personal

Corporate Human

Local International

Share examples of writing that feels right for MELLECO — captions you've written, emails, quotes.

Even a few sentences that capture the voice you want to protect.

What does MELLECO never sound like?

08 Goals & KPIs

What does success look like for MELLECO's content in the next 3 months?

You have events coming up — the Queensland Ballet x Elementa Whitsundays in September 2026, 74 Islands activations. What needs to happen in the next 90 days to set that up?

What does success look like in 6–12 months?

What's the most important outcome content can deliver for you right now?

Clarity on what you do? More inbound leads? Recognition in the hospitality industry? A stronger personal brand? Supporting 74 Islands' growth?

How will you know LOVR's work is making a difference?

09 Dos & Don'ts

Things we should ALWAYS do

Non-negotiables, brand musts, things that must always be true.

Things we should NEVER do

Off-limits topics, language, styles, or approaches.

Are there clients, partners, or collaborators you want to keep private — not featured in content?

Are there topics — personal, political, cultural — that are off-limits?

Any past content that didn't represent MELLECO well that we should learn from?

10 Assets

What photography and video content do you currently have?

Event photography, 74 Islands product and campaign images, travel/location photography, personal photos, behind-the-scenes from activations. What's usable and how recent is it?

Do you have brand guidelines or a logo pack for MELLECO?

Does 74 Islands Distillery have brand assets we can access and use?

Is there a photographer or videographer you work with for events that we should coordinate with?

How do you prefer to share assets?

11 Key People & Approvals

Who is the voice and face of MELLECO?

Is it Melannie only? Are there collaborators or partners who should also appear in content?

Who approves content before it goes live — and what's the process?

For 74 Islands content — does anyone else need to sign off? Is there a separate brand guardian or stakeholder?

Are there any event partners (Queensland Ballet, Nudgee College, La Chaine des Rotisseurs) who have approval rights over content featuring their brand?

Primary contact name

Best contact email

Anything else you'd like us to know before we begin?

Upcoming events or announcements, sensitivities, timing constraints, how you prefer to communicate with our team.