About Annaliese
Traditional business thinking. Modern brand presence.
I’m Annaliese, the founder and brand strategist behind The Feel Co. I help established founders make sense of businesses that have grown, shifted or become more complex than their brands and websites can clearly communicate.
My background sits between traditional marketing, practical business ownership and the modern digital world. I studied International Trade and earned a double degree in Marketing and Business Management (Monash University), at a time when marketing was still grounded in psychology, positioning, customer behaviour and commercial strategy. Early in my career, I worked in corporate market research and consumer insight as the digital side of the industry was beginning to emerge.
But entrepreneurship kept pulling me elsewhere.
I went on to create and manufacture two natural skincare brands, managing everything from formulation, identity and packaging to websites, wholesale relationships and in-store presentation. I later opened The Curious Oyster Shoppe in Melbourne, representing more than 70 independent artists and makers while managing the branding, buying, merchandising, marketing, systems, stock and daily commercial realities of running a physical business.
Those experiences shaped the way I work today.
I understand that a brand is not simply a logo…
…and a website is never just a collection of pages. Customers experience a business through its offers, language, visuals, signage, packaging, enquiry process, service and the sense that everything belongs together.
A website problem may begin with an unclear offer. A marketing problem may actually be positioning. A visual identity may still be beautiful, but no longer represent the business it belongs to.
I founded The Feel as a social media and digital marketing business, but it became clear that clients rarely needed more marketing in isolation. More often, they needed help understanding what their business had become, what made it valuable and how to communicate that clearly.
The Feel Co. grew from that work.
Today, I work across brand strategy, positioning, messaging, websites and customer experience. My approach is immersive rather than transactional: I take the time to understand how the business works, identify where things have stopped connecting and shape a clearer direction across the parts customers actually see and experience.
I work best with founders who care deeply about what they do and know their business deserves to be represented with more clarity, substance and intention.
I’m old-school marketing intelligence. Modern business presence.
Analogue-trained. Digitally fluent.
Your business may not need to become something new. It may simply need a clearer expression of what it has already become.