I’ve been the lead creative and social strategist on Gumtree, helping evolve the brand’s tone to better connect with a more millennial audience.

One of the first briefs was to communicate Gumtree’s safety and payment features. While it might not sound sexy, I enjoy the challenge of making the tricky stuff memorable.

So, to make these features more, for lack of a better word, memorable, I created a humorous mascot to personify them in silly, relatable scenarios.

Meet Gummy. A character born from my love of madcap, New Yorker-style cartoons (check out my Not Work tab), and created to make these features fun and playful.

gumtreeaus_1754284075_3691524845143316257_1698832253.jpg

gumtreeaus_1754284075_3691524845134744605_1698832253.jpg

gumtreeaus_1754284075_3691524845277385927_1698832253.jpg

gumtreeaus_1754284075_3691524845277390933_1698832253.jpg

gumtreeaus_1752814572_3679197756310344384_1698832253.jpg

gumtreeaus_1752814572_3679197756109012757_1698832253.jpg

gumtreeaus_1752814572_3679197756100655564_1698832253.jpg

gumtreeaus_1752555170_3677021732227245257_1698832253 (1).jpg

gumtreeaus_1752555170_3677021731832736764_1698832253.jpg

gumtreeaus_1752555170_3677021731841215316_1698832253.jpg

gumtreeaus_1752209287_3674120256567787522_1698832253.jpg

gumtreeaus_1752209287_3674120256450220403_1698832253.jpg

A big part of working in social is being reactive to trends. Keeping an eye on your FYP for what’s breaking culturally and figuring out how to give it a Gumtree twist.

A mix of my brain rot and wanting to create fun content (that at least would make me laugh), meant I was involved in concepting, shooting, and even starring in fast-craft videos that brought Gumtree’s benefits and personality to life in social-first content.