We Are Brand Builders

iSPY is an independent brand strategy consultancy with roots in brand research & creative planning. Unlike many other brand agencies our output is not design led but service & experience led. Our process involves full engagement to combine insight, strategy and creativity. We specialise in place brands - Destinations, Tourism, Attractions, Experiences, Education.

The 4
things that
make us

Use iSPY's uniquely owned 'strategy first' methodology.

Only ever take on a maximum of 5 projects at any one time to ensure focus, quality control and access to senior people.

We believe in co-creation and collaboration between client, consumer and consultancy. Every stage is a shared step.

Create project teams based on expertise required and only ever lead with senior well credentialed experts.


Founder & Principal

Tania’s background is as a Strategy Director and Insights Specialist at creative agencies.

Over the past 25 years she has developed award winning brand research & brand strategy for Tourism/Visit Victoria, Nike, Tourism Research Australia, Yellow Pages, The Great Ocean Road and many regions around Victoria.

Tania is the lead consultant responsible for both qualitative research and Strategic Brand & Communication projects and brings in the right brand and research talent for the project at hand, she has lectured in Marketing Communications at the Uni Of SA and has had various radio stints commenting on consumer and cultural trends.

We believe brands are emotional promises delivered through behaviour, action and communication.

Not just a nice logo.

Our Practitioners

Strategy. Storytelling. Research. Implementation

Ispy is an independent Australian consultancy made up of a collaborative team of independent specialists.

Lyndal Kearney

As a brand strategist with agency management experience, Lyndal helps develop category-breaking, business-defining brand ideas powered by consumer insights. She has over 15 years experience working in the communications industry, the last seven of which have been spent specialising in brand strategy and brand design in Melbourne, Singapore, London and New York. She has led the strategic platform development and creative execution of some of the world's, most interesting placemaking, education and government organisations.

Lyndal Kearney

Brand Strategist and Brand Storyteller
Joanne Lardner

Joanne is an experienced strategic consultant with a background in HR and project management. She has worked with major automotive companies in HR roles and has a long experience in managing complex brand projects and workshops within brand consultancies.

Joanne Lardner

Brand Cultural Integration & Project Manager
Helen Osborne

Helen is a qualitative researcher with a special interest in digital research, online communities and ethnography. She places a strong emphasis on creative delivery, often using video and workshop formats to help clients internalise research findings. Her findings are always grounded in rigour and a commercial understanding. She has completed the MRS Advanced Certificate in Market and Social Research Practice (UK) and holds a Bachelor of Commerce from the University of Melbourne.

Helen Osborne

Research and Online Insight Specialist
Michelle Tustin

Michelle is an insight specialist that has worked extensively in wine, tourism, financial services and public sectors. While proficient in both quantitative and qualitative methodologies, Michelle has expertise in co-creation for brand strategy and innovation. With over 15 years in agency and client insight roles, Michelle excels at providing evidence for better business decision making. Michelle is a full member of the AMSRS and has a Master of Business (Research). Michelle has published, presented and advised in wine choice behaviour, brand development and consumer behaviour.

Michelle Tustin

Market Researcher
Dominique Farrelly

Dominique has a Bachelor of Professional Communication majoring in journalism. She has worked with creative agencies at Cricket Australia, Wildlife Victoria and recently with "The Young Mummy" Sophie Cachia. Dominique is a coordinator and writer, producing content and brand narrative.

Dominique Farrelly

Copywriter & Storyteller
Cyclone Creative

Cyclone works side by side with iSPY to create brand ideas and collateral to bring the strategy to life. Based in Flinders Street city. Cyclone is at the heart of Melbourne creativity and is an independent Australian agency with over 25 staff and growing.



iSPY’s creative partner