Chery re-entered the Australian market with the challenge of low brand awareness and perceptions around quality.

As lead agency, Chello worked across strategy, creative, production, and rollout to establish the brand in a highly competitive category.

My involvement spanned both freelance and permanent roles, primarily supporting concept development, design direction, and the execution of campaign assets across multiple channels. This included digital, print, and HTML-based outputs as part of broader brand and performance campaigns.

Working within an established strategic direction, the focus was on bringing Chery’s positioning to life across a wide range of touch-points. This included campaign rollouts for new vehicle launches and always-on performance activity designed to build awareness, relevance, and trust in the Australian market.

Across production, I contributed to the development of multi-channel campaign assets, ensuring consistency of the visual language across digital platforms, print materials, and web-based formats.

Over time, Chery has grown into one of the fastest-growing Chinese automotive brands in Australia, with increasing market presence and strong consumer uptake supported by ongoing campaign activity.