Customer, Brand & Innovation that drives real growth
Led by senior practitioners in brand, customer experience and innovation to help organisations create value, sharpen their competitive edge and deliver commercial results. We bring consulting discipline with hands on execution, ensuring clarity, speed and outcomes you can measure.
Practical customer, brand & innovation expertise for growth that lasts
From understanding customers to refining brand position and designing services that win in market, our senior specialists merge strategic intelligence with practical delivery. The results: faster decisions, clearer priorities and solutions that move the needle for your customers and your business.
Customer Experience Strategy
Design experiences that improve acquisition, loyalty and commercial performance. We diagnose customer pain points, define target journeys, and set prioritised roadmaps that align product, marketing and service teams. This creates experiences that reduce friction, increase value and strengthen competitive advantage.
Brand Positioning
Cut through the noise with clear, differentiated positioning anchored in customer insight and market reality. We create value propositions, narratives and messaging that build relevance, trust and sustainable advantage. The result: a brand teams can activate consistently across channels and moments, strengthening commercial performance.
Service Design
We use human-centred and systems design to transform services by understanding both the customer journey (front stage) and the organisational enablers behind it (backstage). Through insight, co-design and rapid prototyping, we shape services that customers prefer and teams can deliver confidently – lifting satisfaction and improving performance.
Customer Insights and Loyalty Programmes
Build deeper customer understanding and stronger repeat engagement. We combine data analysis, segmentation and behavioural insight to design loyalty and retention programmes that increase lifetime value and drive sustainable growth. We help you focus investment where it matters most to your best customers.
Customer, Brand & Innovation consulting in action
Reinvigorating two legacy insurance brands
A pair of long-standing regional insurers needed to restore brand relevance and rebuild trust after years of declining consideration in a price-driven and increasingly commoditised market.
Challenge:
The two insurers had high awareness but low consideration. Their once-trusted brands had become indistinct and were losing share. The customer experience felt outdated, and digital acquisition was lagging. The business needed a modernised brand, a more transparent value proposition, and a digital-first strategy to win back customers.
Solution:
A new brand platform was launched centred on transparency, control, and fairness — brought to life through tangible proof-points such as repair-time guarantees and multi-year locked premiums. The entire digital experience was rebuilt, media spend was shifted toward performance channels, and new cross-functional rhythms were introduced through design thinking and weekly trading forums.
Impact:
The transformation drove a significant lift in brand preference, strong sales growth, and a major increase in online quote volumes. Digital acquisition became the primary driver of new business, and profitability improved year-on-year – demonstrating the commercial power of restoring trust and modernising delivery.
Senior specialists in customer experience, service design and operational delivery
Lara Husselbee
Outsized Capability Co-lead – Customer, Brand & Innovation
- Led enterprise CX uplift for 20,000 employees at Macquarie Group, creating a 30+ tool HCD/CX toolkit and metric framework that strengthened customer-centric practices and lifted outcomes across product, operations and frontline teams.
- President of Wear It Purple, leading 25+ volunteers, strengthening governance and accelerating growth — delivering its most impactful program to date and expanding initiatives nationally.
- Led design and delivery of Macquarie’s global Generative AI Skilling program, reaching 19,000+ employees and strengthening safe, productive and future-ready AI adoption.
- As National Sales Capability Lead at IAG, designed behavioural, sales and customer-impact frameworks that lifted frontline effectiveness and conversion, supporting capability uplift across call centres, branches and partners nationwide.
- Delivered multi-agency communication and journey mapping assets for the Mental Health Royal Commission, producing experience-aligned, digestible resources adopted statewide to implement the reform program.
Experience from:
Operators with real-world execution experience in customer, brand & innovation
James Rendel
Outsized Capability Co-lead – Customer, Brand & Innovation
- Built and scaled Wisr’s brand experience and lifecycle marketing, contributing to growing loan originations to $2B and expanding customer base to over 750,000 Australians across B2C and B2B segments.
- Led IAG Satellite brand portfolio strategy and customer value proposition designed to underpin $1.2B growth agenda, embedding customers at heart of decision making.
- Led Optus brand repositioning and launched ‘It’s Possible’ campaign at M&C Saatchi, the brand’s largest campaign at the time, post-pitch win.
- Conceived and launched Wisr’s ‘Debt Bustr’ product, winner of Lending Innovation of the Year 2025 at WeMoney Innovation Awards, leading cross-functional innovation initiative.
Experience from:
Customer, Brand & Innovation consulting in action
Transforming Complaints into a Strategic Insight Engine
A financial services organisation needed to reframe complaints from operational noise into meaningful customer insight, requiring cultural change, improved triage systems and a more unified approach to actioning feedback.
Challenge:
A financial services organisation relied on a fragmented, manual complaint process with limited visibility, inconsistent handovers, and little ability to identify root causes. They needed a unified, measurable system that could surface insights, reduce low-value contact, meet regulatory expectations and enable product teams and the like to act on what customers were experiencing.
Solution:
A redesigned, insight-led complaint management system was implemented, capturing every complaint as a case and linking it with broader customer signals. Weekly cross-functional forums brought together product, design, operations and frontline teams to review themes, assess “calls as a percentage of accounts” and align on root-cause removal.
The Listen-Learn-Act-Measure model ensured insights directly informed improvements to products, processes, policies and communications.
Impact:
The new process delivered full lifecycle visibility, improved resolution times and reduced manual effort. Product teams gained actionable insight into root causes, enabling targeted fixes and lowering low-value contact through stronger digital options. Behaviour changed across the organisation: teams now proactively managed call drivers, aligned on customer realities, and used insights, not just NPS, to inform decisions. This result was a significantly improved customer experience, greater operational efficiency and a modernised, complaint framework.
We now have an objective and key result around call reduction. With 2 million interactions each year, that’s 2 million invitations to learn from your client calling in/ We really have focused on what the insights we can gain through all our channels
– Executive Director, Customer Experience, Global Financial Services Firm
Your Outsized advantage: Built for fixed-scope execution – where traditional consulting models aren’t built to flex
We’re not here to replace your Big 4 or MBB relationships – we complement them. Large consulting firms excel at enterprise-wide transformations and long-term strategic programmes. But for fixed-scope projects often in the AUD 200k–2m range, their model isn’t designed for speed or agility. That’s exactly where Outsized Teams deliver – combining structure, accountability, and senior delivery talent without the overhead.
When to use Outsized
Teams
• You need a full delivery team built around a defined project scope
• The work requires multi-disciplinary collaboration and leadership
• You want structured governance, reporting, and accountability
• You’re focused on measurable outcomes, not just hours worked
• You prefer turnkey delivery without the overhead of large firms
When to use Outsized Talent on Demand
• You need specialist expertise to plug short-term skill gaps
• You’re building internal capability and managing delivery yourself
• The project is individual-contributor-led, not team-based
• You want maximum flexibility to scale resources up or down
• You’re comfortable owning coordination, delivery, and outcomes
“We used an MBB firm for our 3-year transformation strategy and Outsized Teams for focused execution work where their model makes more sense – like our 12-week credit operations redesign. Different tools for different jobs.”
– CFO, Australian Financial Services Firm
How we deliver your projects through Outsized Teams
Outsized offers two flexible delivery models designed to combine quality, accountability, and speed – tailored to the complexity of your project. Each engagement is set up and quality-assured by Outsized to ensure clear structure, expert execution, and measurable outcomes from start to finish.
Option 1: Curated Teams
Built-for-you project teams of independent experts, hand-picked from our vetted network and led by an Outsized Capability Lead. You retain full project oversight while we handle coordination through a dedicated Delivery Manager.
• Outsized Capability Lead providing senior oversight and structure
• Outsized Delivery Manager coordinating execution and quality
• Hand-picked project team from Outsized’s 60k+ vetted experts
Option 2: Delivery via Boutique Partners
Alternatively, we connect you with specialist consulting firms that bring deep domain expertise. The boutique firm takes full accountability for delivery, while Outsized facilitates the partnership and ensures quality throughout.
• Delivery via vetted boutique consulting firms
• End-to-end accountability with proven methodologies
• Partnership management and quality assurance from Outsized
How does it work?
A proven consulting delivery model – designed by practitioners with real implementation experience, combining speed, control, and measurable business outcomes.
Discovery
Together, we translate objectives into a clear, outcome-based delivery plan. You get defined milestones, ownership lines, and measurable deliverables — removing ambiguity before mobilisation.
Team assembly (ca. 1 week)
Within days, your team is handpicked from our vetted independent experts or specialist boutiques. Each consultant or partner is selected for precise capability fit, chemistry, and execution track record.
Delivery & handover
We manage structured delivery with weekly governance, milestone reviews, and transparent reporting. On completion, we ensure full knowledge transfer to your internal team – so the impact continues.
Explore our other capability areas, including case studies and backgrounds of our Capability Leads
From enterprise transformation to brand and digital enablement, Outsized Teams deliver measurable results across every capability area – from strategy and risk to people, growth, and operations. Each project is led by an Outsized Capability Lead to ensure structure, quality, and speed.
In addition to project teams, we can support your overall talent-on-demand and staff augmentation needs
Talent-on-Demand
Quickly close capability and capacity gaps for your core functions and project teams. Onboard talent in days, not weeks or months. Access our platform of top independent consultants, skilled contractors, and seasoned experts with deep execution experience.
Bench by Outsized
Bench gives always-on access to curated and continuously updated and maintained talent pools of top-tier independents across high-priority skill areas. Outsized guarantees quality, depth and availability of talent, so you can immediate deploy skills as and when you need them.
Contract-to-Hire
Speed up and de-risk hiring for both you and the talent. With our Contract-to-Hire model, employers and talent get to know each other during a ‘try before you buy’ period – ensuring a great match for both sides. Escape lengthy, broken recruitment processes and confirm suitability through on-the-job performance.
Contracting-as-a-Service
An end-to-end solution to contract, pay, and manage your independent talent. We reduce the complexity, time, and risk of onboarding people who aren’t on your payroll. Most importantly, we ensure they have a great experience while you stay focused on results. Our suite of added-value services protects your brand and keeps your reputation in safe hands.
Get in touch to discuss how Outsized Teams can help transform your next initiative
Please let us know any questions you have, or if you would like to set up a discussion on how we can support you.