Startups

I’ve been with Phantm since day one, building the brand from the ground up—through multiple pivots, a $2.1M seed round, and into Series A. From their origins as a natural material innovator to today’s packaging data platform, I’ve shaped every part of their brand and communications. That includes pitch decks, websites, messaging, tone of voice, content marketing, and all external comms.

I’ve helped them land clients like Amazon, Unilever, Thankyou Group, and MECCA by creating high-trust, high-impact content—from blogs and webinars to sales enablement and thought leadership. Phantm is a prime example of brand clarity driving business momentum.

Phantm

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MyComms is Australia’s first visual communication platform for people with intellectual disabilities. They already had a brand identity, but were lacking a brand story, strategy and positioning. Working closely with the founders, I led the brand strategy, messaging, and go-to-market planning.

The scope included defining their voice, building an insight-driven content strategy, and everything they needed to go to market. I also developed a strategic blueprint for awareness, adoption, and advocacy—focused on both professional and carer audiences. MyComms is a mission-led startup solving a real-world problem, and I really enjoyed working closely with the talented cofounders to turn that purpose into clear, compelling communication that connects.

MyComms

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Avenue One is a New York-based startup on a mission to connect regional homebuilders with the institutional capital they need to help solve the US housing crisis. I’ve been working closely with their marketing and leadership team to support go-to-market strategies with clear, effective B2B communications.

I developed their brand positioning and tone of voice for their homebuilder finance offering and continue to work with them on content strategy and execution across LinkedIn, lead gen, lead nurture and events. Acting in a fractional capacity, I bring strategic focus and hands-on delivery to a fast-moving team, building trust in a complex market.

Avenue One

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Network Next needed to raise awareness with a hard-to-reach niche within a niche: multiplayer game developers. Working closely with Founder and CEO Glenn Fiedler, I led a SprintTank to refresh the brand and uncover the right content format to engage this hard-to-reach audience. The result was Between II Servers, a podcast and YouTube show co-created with Kin Things, designed to turn Glenn’s deep expertise (and love of a chat) into compelling, high-trust content.

The show became a powerful business development tool, helping establish relationships with high-value prospects. It also redefined Network Next’s brand presence and content direction.

Network Next

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Corporate

Through Fromm’s ongoing partnership and collaboration with award-winning content agency Jack Nimble, we delivered a unified social media strategy for the iconic retail hardware giant, Bunnings—clarifying voice, defining content pillars, and setting a clear roadmap for performance across Facebook, Instagram, YouTube, and Pinterest.

Bunnings

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Also in collaboration with Jack Nimble, I developed a comprehensive social media strategy for AMP—one of Australia’s most recognisable financial services brands. The project aimed to redefine how AMP shows up on social media, with a future-ready strategy grounded in audience insights and brand alignment.

I led a SprintTank with key stakeholders, unearthing the strategic challenge and mapping value exchanges across AMP’s core products: Bank, Super, North, and Advice. The final strategy delivered clear channel roles, content guidelines, and a framework to help AMP create more distinct, audience-led content across platforms, including TikTok.

AMP

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Government

Australian Institute of Health and Welfare

As part of a broader digital transformation initiative, Fromm was engaged by the Australian Institute of Health and Welfare to modernise both internal and external communications. Across three key phases—stakeholder engagement and discovery, strategic development, and implementation—I worked closely with internal teams to align communication practices with the department’s evolving digital needs.

The outcome was a unified strategy that improved clarity, consistency, and accessibility across channels, while also supporting cultural change within the organisation. This work laid the foundations for more effective, human-centred communication in one of Australia’s most trusted national agencies.

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Department of Infrastructure, Transport, Regional Development, Communications, Sport and the Arts.

Fromm was engaged to help unify the voice of the newly formed “mega department” of the Department of Infrastructure, Transport, Regional Development, Communications, Sport and the Arts. Tasked with bringing together multiple formerly separate agencies under one strategic communications approach for their social media, I co-led a project focused on aligning internal and external messaging, ensuring each team could speak to its specific subject area while contributing to a consistent departmental voice.

A key outcome was the establishment of a community of practice, fostering collaboration across divisions and supporting clearer, more cohesive communication with constituents, stakeholders, and the Minister. The work provided both a practical framework and cultural alignment for long-term communication effectiveness on the department’s social media channels.

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Working with Matt Kendall on our brand strategy was one of the most valuable investments we've made as a purpose-driven startup. From the outset, Matt brought not only creative clarity but a deep understanding of how to translate abstract, complex ideas into simple, actionable brand elements we could use every day.

He has a rare ability to balance vision with practicality - distilling big-picture thinking into cohesive messaging that aligns with both values and audience. His process is well-structured yet flexible and he consistently delivered high-quality work on time.

What stood out most was Matt’s genuine passion for for-purpose projects. He engaged with our work in a way that felt personal, thoughtful and aligned.

We wholeheartedly recommend Matt to other startups, especially those in the impact space, who are looking for guidance and brand direction that moves their mission forward.”

— Jess Shahbazi, MyComms Co-Founder

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