(REBRAND)
BRIEF
JoyWave.Earth is dualistically an ecosystem and a living experiment in how story, science, and spirit can co-create measurable change. Co-conceived and designed by CURA·LAB, JoyWave merges impact design with emotional architecture, translating intangible social outcomes into tangible ecological metrics. Every project functions as both artwork and intervention: culture as conservation, pleasure as participation, narrative as data. The result is a regenerative communications model: alive, collective, and in rhythm with the planet itself.
Co-FOUNDED, Creative Direction, ART DIRECTION, Brand Strategy, Copywriting, Editorial Development, Social Strategy, Campaign Architecture, SOCIAL MEDIA AND MARKETING ROLLOUT, PARTNERSHIPS
PROJECT CREDITS
Photographer: Sim Kaur, Emily Redfern
DOP/EDITOR: Hyun Lee
Social Assets (initial): Ruby Studios
GRAPHIC DESIGN: Tobias Lansdown
CO-FOUNDERS: Scott Burgess, Jon Cybulksi
CULTURAL NARRATORS: Uncle Richard Burchill, Kieran Jon Ryan, Josh Williams
SPECIAL THANKS: Jabalbina Yalanji Aboriginal Corporation
A boutique beverage brand born in Byron Bay, Sandboy brings nostalgia and naturalism together in every sip. CURA·LAB partners with Sandboy across brand strategy, copy, and social direction—building a visual and verbal world that feels as effortless as summer itself. Sun-bleached tones: cheeky, retro, and seductively cool.
Creative Direction, ART DIRECTION, Brand Strategy, Copywriting, Editorial Development, Social Strategy, EVENT PRODUCTION, EVENT PHOTOGRAPHY,
Campaign Architecture, SOCIAL MEDIA AND MARKETING ROLLOUT
PROJECT CREDITS
BRAND AND PRODUCT DESIGN: Marx Studio
social media management/design: Ruby Studios
Photography: Nat Collins
Content Creators: Noa Oldfield, Lucia Townsend,Abbi Hart
(STUDIO)
BRIEF
InBluem’s evolution involved extracting the brand from the pastoral gaze and re-placing it within a cosmopolitan context where ethics meet allure. CURA·LAB positioned InBluem not as an “eco brand,” but as an object of desire: intelligent, tactile, and editorial by nature. Through high-fashion references and urban visual codes, the brand’s quiet purity became something subversively magnetic. Where skincare becomes a statement, and the seduction of sustainability is amplified.
Creative Direction, ART DIRECTION, Brand Strategy, Copywriting, Editorial Development, Social Strategy, Campaign Architecture, SOCIAL MEDIA AND MARKETING ROLLOUT
PROJECT CREDITS
Photographer: Yasmin Suteja
Videographer: Krish Miglani
Assistant: Angus Della Bosca
Lighting: Matthew Stott
Talent: Montana Lower
thirtyfivemm Film: Cooper Lower
Studio: Valeon Studios, Melbourne