Pointing you in the right direction

We are creative strategists with all the tools to build ballsy brands, buzzing cultures, and banging careers. 

 

A bit about Michelle

Hi there! I’m Michelle Traylor, a.k.a. MamaTray. (I’ll explain in a little bit ­– keep reading.) I’m the lead creative strategist and mentor at MamaTray.

I’ve been coming up with creative ideas to solve business (and career) problems, and build strong brands, for a long time. I produce my best work when I release my ‘inner nerd' and my tools of choice are: big, fat, multi-coloured Sharpies; heaps of flouro (especially pink) Post-It notes; and an A3 la­yout pad.

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My career has involved stints at BIG global advertising and branding agencies, as well as smaller, creative sweatshops. I’ve managed and directed agencies and strategy departments, and worked with a range of clients, across many industries. There have been a lot of phases to my career, but as you'll see, I'm now well and truly living the dream! You can also read my official CV here.

After many years of sweat and toil (over 16 years, to be exact) I decided it was time to go on an adventure and start up something of my own. “Why MamaTray?” you may ask… Well, it was a nickname given to me by a girl I was mentoring at Interbrand. ‘Mama’ because I’m a nurturer by nature, and ‘Tray’ from the first part of my surname. So, I kept it in my back pocket, for a rainy day, and here we are.

That was then. Now, it's now time for you to meet the rest of the team...

Meet the dream team

We're a bunch of sharp, ballsy go-getters.

Michelle Traylor a.k.a. MamaTrayI’m the head-honcho!My strategic approach prioritises BIG ideas and the importance of working from the inside of an organisation outwards, to create positive cultural engagement that drives successful, external brand …

Michelle Traylor a.k.a. MamaTray

I’m the head-honcho!

My strategic approach prioritises BIG ideas and the importance of working from the inside of an organisation outwards, to create positive cultural engagement that drives successful, external brand performance. I'm obsessed with people and what drives them to succeed, and focus on mentoring them all the way to the top.  

I’m a massive fan of: conversations; warm leadership; dramatic shoes; beautiful words; Post-It notes; Sharpies; and, of course, pink.

But enough about me! Read on.

Amanda LawlerMy approach to strategy is to unearth the humanity of an organisation. This is where the most engaging, unique and differentiating insights are likely to be found. With over 13 years of experience, in some of Australia’s top branding ag…

Amanda Lawler

My approach to strategy is to unearth the humanity of an organisation. This is where the most engaging, unique and differentiating insights are likely to be found. With over 13 years of experience, in some of Australia’s top branding agencies, I've delivered on every part of the branding process from research, right through to development and activation.

I'm full of vibrant, contagious energy, and my mis-match eclectic patterns are just one way my creative personality shines through!

 

Angie CaroMy approach to creative brand strategy is to delve into the qualitative bits of the research that add meaningful stories and human aspects to a brand. I'm particularly interested in brand experience, and the reasons why customers choose on…

Angie Caro

My approach to creative brand strategy is to delve into the qualitative bits of the research that add meaningful stories and human aspects to a brand. I'm particularly interested in brand experience, and the reasons why customers choose one brand over any other.

I have a design background, so when it comes to visually presenting my insights – I'm in my element. I have a great balance of left and right brain, and love expressing myself through: mind mapping; sketching; samba dancing; and a good old 80’s pop sing-along!

 

For all of your brand, culture and career needs, come to us. We are your go-to gals!