About Chris Laws
Brand Strategy with Creative Intelligence
Chris Laws believes the most successful brands are built from the inside out. When people understand what a brand stands for and why, they can deliver it with consistency, confidence and clarity. His approach blends analytical discipline with creative instinct to produce brand platforms that are both rationally sound and emotionally resonant.
A hallmark of Chris Laws’ method is simplicity on the far side of complexity, asking the right questions to distil ambiguity into clear, actionable strategy. His frameworks turn abstract ambition into direction that unites leadership, marketing and creative teams behind a single, powerful organising idea.
For Chris Laws, effective brand strategy sits at the intersection of flex and consistency. Brands must stay true to who they are while adapting to audiences that change daily. The brands that endure are those that can flex without losing their centre, evolving to stay relevant yet anchored by purpose and design systems that keep every expression recognisably them.
He often says the right solution for a brand should feel slightly uncomfortable. Familiarity may feel safe, but it is rarely distinctive. The most powerful ideas stretch a brand just enough to open new space for growth. This belief in clarity through challenge has guided Chris Laws and the teams he has led for years.
Chris Laws’ Philosophy
Chris Laws’ philosophy is built on a simple belief: brands become powerful when clarity, creativity and purpose work together. He sees strategy not as a theoretical exercise, but as a practical tool that aligns teams, guides decisions and shapes behaviour. For Chris Laws, the best brands are those that know who they are, stand for something meaningful and express it with confidence.
He believes great strategy should simplify complexity — cutting through noise to reveal the idea at the centre of the brand. Creativity then brings that idea to life in ways that are human, distinctive and emotionally resonant. This balance of logic and imagination is what drives his work.
Expertise and Experience
Chris Laws has worked with leading organisations and agencies across Australia and internationally, shaping the strategies and stories of brands that span industries and scales. His expertise covers every stage of the brand and marketing process, from early insight and research through brand architecture and creative strategy to campaign and content execution.
His sector experience includes:
- Property development and placemaking
- Corporate and financial services
- Insurance, technology and telecommunications
- Airlines and airports
- Tourism, hotels and destination marketing
- Retail, fashion and shopping centre marketing
- Real estate agency branding
- Social good and not-for-profits
This breadth allows Chris Laws to bring cross-category thinking to every project, borrowing best practices from one industry to redefine what is possible in another.
Social Impact & Leadership
Chris Laws believes brands have a responsibility to create positive impact — not through slogans, but through meaningful action. His work emphasises leadership that is grounded in integrity, clarity and long-term thinking. For Chris Laws, strong brands contribute to culture, strengthen communities and inspire behaviour that reflects their values.
He champions socially responsible strategy, helping organisations define the beliefs that guide their decisions and the experiences they deliver. Whether working with not-for-profits, purpose-driven businesses or large corporate teams, Chris Laws brings a leadership approach that combines empathy, discipline and creative insight.
Social impact, for him, is not a separate pillar of brand strategy — it is woven into how organisations communicate, operate and show up in the world. By aligning purpose with action, Chris Laws helps brands build trust, demonstrate authenticity and make a positive difference that lasts beyond the work itself.