The Freelance Collective is such an amazing business. An online community of Australian Freelance Creatives. We worked on their brand, website, and have produced 5 videos to help them promote this wonderful community.


Nina is an Australian business and marketing journalist writing for The Sydney Morning Herald, BRW, SmartCompany and BBC to name but a few. She’s also a wordsmith, writing for brands and entrepreneurs.

I worked with Nina on her own brand Nina Hendy, but after a couple of years Nina started  The Freelance Collective. which is a creative hub for Australia’s best creative freelance talent.

While Nina had the idea, her experience in building a site was limited, so she came to The Business Designer for help with hiring web specialists to build the site, branding development, social media and overall project management.

Working as a freelance business journalist with several regular didn’t leave the time the project required to manage the creative rebrand process or starting a new venture.

Nina wanted help with finding the right team to support her, and a project manager to take the stress out of this creative process, so she could continue to work for her clients.

Nina found huge value in my offering, keeping me on board from the beginning to the end of both projects. We started with the brand strategy, looking at her ideal client and understanding and establishing some goals for the brand.

We worked on creative briefs for the logo and website, I sourced quotes from several specialist web developers and creatives to work on the project, and we established her brand style so that I could source the right design team for her.

I built a team that truly had the skills to bring her vision to life. Of course projects always have ups and downs, and hurdles to cross, but by having a creative project manager who had been part of the process from the beginning, Nina wasn’t required to answer every email and question, instead being able to focus on the bigger picture and also continuing to write for her clients.

I ran the project through to live date and gave Nina regular updates on progress driving the project where needed.

Since finishing the website and seeing a massive surge in clients I have also worked with Nina on 4 videos to help promote The Freelance Collective.

The video projects were a joy to work on – I worked with Clark Spendlow a super talented editor and videographer from Adelaide, the videos projects spanned across 3 states and multiple subjects and businesses

The outcome for Nina has been two businesses that speak directly to her clients and bring in work.

We have added a number of features to the Nina Hendy site including a booking function, which has brought in a more automated system for her to find stories to pitch to her editors, allowing her more time to start The Freelance Collective as a passion project, which I know will change the Australian creative freelancer industry in Australia. I feel very proud to have been part of Nina’s business journey and look forward to continuing to work with Nina for years to come.

View LIVE website here


“Emma’s expertise was exactly what I was looking for to help give the direction of my business clarity.  Hiring Emma to walk me through the creative process was invaluable. She advised me on the best approach throughout the process and communicated our thoughts to the designer, freeing me up to get back to meeting my workload. I’ve ended up with a website far better than I could have ever hoped for.  She went above and beyond from the very start and stayed close to the project until the very end. Emma’s guidance has been invaluable.”

Nina Hendy – The Freelance Collective

Nov 2016
Branding, Design, Web, Video
The Freelance Collective