We are a branding and communications agency that partner with innovative thinkers and visionaries to redefine brands and transform them via on-going management strategies. Specialising in place making, taste making and building brands of substance – New Initiative provide unique, considered and thoroughly-researched perspectives, design management and experiential strategies to build quality brands with longevity. 

We are a niche branding, communications and placemaking agency working with innovative thinkers and visionaries to redefine brands and transform experiences. Specialising in placemaking, we provide a unique perspective, design unique experiences that connect people and develop the strategy to achieve a long term vision.
Our energetic, globally experienced team ensures a collaborative approach that embraces excellence whilst valuing detail and imagination. Focusing on strategic planning, creative direction, experiential engagement, media strategies, public relations and events, New Initiative provides problem solving, end to end creative services and project management to serve brands and places.

MARIE-LOUISE THEILE   Creative Director

Marie-Louise has a distinguished career spanning journalism, media and marketing. With over 25 years’ experience working as a newsreader and journalist for the ABC and the Ten Network – Marie-Louise worked in Australia as a reporter before moving to New York where she joined Elle magazine in an editorial role. Returning to Australia saw Marie-Louise join the Ten Network presenting both local and national bulletins in Brisbane, Sydney and Melbourne. From 2006 Marie-Louise became active in the arts, regularly chairing sessions for the Brisbane Writers Festival, and becoming the Board Chair and Director of the Institute of Modern Art (IMA). During this period, she also worked for charitable entity, the Great Barrier Reef Foundation. In 2010 Marie-Louise was appointed by the QLD Government to create the HEAT Fashion platform to promote QLD fashion in international markets with a major media launch in Shanghai.  Marie Louise then set up the highly successful James Street Initiative to co-ordinate and promote the James Street precinct.  In her role as Creative Director Marie-Louise has overseen the development of the James Street brand and strategy from the outset, established clear stakeholder, retailer and corporate relationships and implemented a series of highly successful annual events. Marie-Louise is also a former board member of the Australia Council for the Arts (Creative Australia), the Australian government’s principal arts investment, development and advisory body.


Natlie has over 15 years’ experience in media and advertising from London, Dubai to Sydney and Brisbane. In London, Natlie worked at global media brand Monocle, providing account management, bespoke project implementation and strategic integrated brand partnerships for premium clients spanning fashion, aviation, luxury goods, design, retail, automotive, tourism, telecommunications and electronics. Returning to Australia Natlie worked with Bauer Media as Senior Sales Executive for Qantas Inflight magazine and Clemenger BBDO as Account Manager. Prior to co-founding New Initiative, Natlie was Brand and Promotions Manager at James Street Initiative delivering all aspects of precinct brand, strategy, major annual events, custom publications, brand communication strategies across all platforms as well as stakeholder, retailer and corporate partnership relationship management.  Natlie is a creative at heart with a degree in fine arts and the rare ability to create, refine and merge creative concepts with strategy, stakeholder and project management requirements to deliver results.



Level 1 / 60 James St,
Fortitude Valley Q 4006


+61 (7) 3850 0111

+61 (0) 413 253 629


Level 1 / 60 James St, Fortitude Valley Q 4006

Our team provide a range of communications services, all managed and delivered with care. Our approach is one of honed persistence, in-depth knowledge and creative thinking to deliver customised outcomes and strong strategies that differentiate businesses and meet objectives.

Public Relations

We work closely with local, national and international premium media to ensure the best possible coverage and outreach for clients. Our team has extensive combined experience of over 25 years in the media industry, enabling us to ensure connections and coverage across a wide range of quality digital and print platforms.

Brand Strategy

The best brands tell a story in every interaction. More than a logo, a great brand connects via all touchpoints, it influences in every engagement, it persuades in every way, it tells a compelling story.

We partner with both new and established organisations to help craft meaningful brand stories and develop persuasive brand strategies. Working to establish clear identities and bring brands to life across at every interface – all tied up with honest brand messaging and copywriting.


Creative marketing strategies make good brands great.  How a brand interacts, engages and connects with its audience outside of a transaction is what distinguishes it from its competitors and makes it memorable. We have good ideas aplenty and partner with businesses to build innovative marketing strategies, so they stand out from the crowd.


Our office prides itself on publishing quality print publications and hard copy material. From simple flyers and brochures through to journals, magazines or broadsheets, our team work with dedicated artists, creative designers, photographers and talented copywriters to drive and produce considered and oft collectable assets.


We are experienced in the development of highly curated content, social media strategies and management, website stratagems and copywriting. Our tailored approach combined with proven expertise provides a fresh take in this cluttered space ensuring targeted and creatively customised strategies for maximum effect.


In our increasingly visual world, good copy is hard to find. It is also what sets you apart from the rest. We love telling a good story, spinning an entertaining yarn and crafting a story with purpose that skips the jargon and gets to the point. Case in point.


We understand that experiential opportunities provide the ultimate consumer engagement – in our over-connected world, consumers increasingly look for experiences to help connect and engage. Our team has managed and created some of Brisbane’s most meaningful public retail events since 2011 ­– including marie claire Up Late, James Street Food & Wine Trail and RESORT. New Initiative has also delivered numerous individual boutique hospitality, retail, food, tourism and fashion led events. Our holistic approach ensures a refined and seamless process from development of concept, guest experience, collateral and guest list curation through to project management, production and implementation.

We like the people we work with. As you will note, our clients come in all sizes and have many varied objectives. However, they share a mutual intent – to be unique whilst maintaining integrity, intelligence and quality. Our sentiments precisely.