Ocean Mind
Marketing, Strategy & Design
Driving community engagement and donor growth for a surf-therapy not-for-profit.
Overview
Ocean Mind is a surf-therapy not-for-profit based on the Surf Coast, providing programs that improve mental health and social connection for young people. Since joining the team in 2023, I’ve led ongoing marketing coordination, creative direction, and system improvements — building a consistent, measurable, and scalable marketing foundation.
Ocean Mind had strong community goodwill but struggled with disconnected branding, inconsistent social media, unclear donor pathways, and manual admin systems. The brand story was heartfelt but fragmented, and marketing efforts were reactive rather than strategic.
The Results
Social Growth
Instagram reach ↑ 256 %
Interactions ↑ 739 %
Followers ↑ 26 %
Facebook reach ↑ 58 %
Fundraising
Monthly donors ↑ 208 %
Monthly donor value ↑ 138 %
One-time donations ↑ 77 %
Impact
Volunteer intake increase
Ambassador Program launched
Secured multiple local media features + ABC News segment which saw a 42 % spike in web traffic that month
How we did it
Campaign / Give a Little Stoke
The goal was simple: grow Ocean Mind’s community of monthly donors.
Instead of leading with money, we focused on emotion — connecting people to the feeling they could give. “Stoke” is the currency Ocean Mind trades in, so the message became: you can share that feeling for as little as $10 a month.
I developed the campaign concept, creative direction, and full suite of visual assets. The design was bright, playful, and authentic to the surf community — built to inspire connection rather than obligation.
We rolled the campaign out across social media, email, and the Ocean Mind website, introducing new donation tiers and clear storytelling that turned casual supporters into long-term contributors.
Monthly donor revenue grew 138 %
Monthly donors increased +208 %
Ocean Mind’s most-viewed campaign to date
25,000+ reach
1,225 interactions
29,000+ views
Merch Re Design
Ocean Mind’s old merchandise range had strong community recognition but lacked cohesion and scalability. The brand felt dated, the product offering was limited, and orders were manually fulfilled — a major time drain for a small team.
I led a full redesign of the core range, introducing a clean, unified aesthetic that reflected Ocean Mind’s evolving brand identity. We also launched a collaboration with Melbourne artist Kat Tilman, whose ocean-inspired illustrations brought fresh energy to the range and helped connect with a younger, creative audience.
Beyond design, I integrated a print-on-demand dropshipping system, removing the need for manual fulfilment and enabling the team to focus on their programs instead of packing orders.
Average order value increased 71%
Sales velocity increased 8x in the first month
Reduced admin workload through automated fulfillment
Let it Rip Fundraiser
Let It Rip was Ocean Mind’s biggest community fundraiser of the year — a live music event designed to raise funds, connect with new audiences, and celebrate surf culture.
I created the full suite of graphic collateral and ran the event’s social marketing, overseeing ticket sales and audience engagement from concept to post-event wrap-up.
Hosted at the Torquay Surf Lifesaving Club, the night was supported by Blackman’s Brewery and Flo State Gin, both of whom contributed sales from the evening to Ocean Mind. What started as a 10 p.m. finish turned into an after-hours celebration when the venue let the headline act play an extra hour.
