We are a team of experienced entrepreneurs, researchers, strategists and designers using a human centred design-led approach. Erana joined PU at the end of 2023 to help set James up for success by juggling and balancing his ever-changing life. She is a versatile executive assistant who loves change and has expertise in office management, finance, stakeholder relationship building and global project coordination. She is a self-confessed philomath and has a passion for people, rongoā, collaboration and whakapapa.
Contact edo@previously.co https://www.linkedin.com/in/erana-dobson/ Henry joined Previously Unavailable in 2022 having spent the last 15 years as a strategist in advertising agencies in London (Fallon & Adam&EveDDB), and most recently Auckland (ColensoBBDO). He spent that time helping some of the world’s biggest companies, and some of the smallest, define and take to market their brilliant brands. He’s a firm believer in the power creative thinking has in solving almost any problem, and it’s this focus that brings him to the brilliant team at Previously Unavailable.
Contact hk@previously.co https://www.linkedin.com/in/henrykozak/ Simon leads up Venture Studio and Brand Fund 1 for Previously, working with startup brands to define, grow, build and fund brands in innovative ways. Prior to joining PU in early 2018, Simon led global brand, creative and communications for Vend, from under $2m ARR to over $20m ARR. Vend recently exited for NZD~$500m. Simon started his career in media & politics reporting and TV production, before becoming a senior brand advertising creative. Simon is co-founder at fashion label Ingrid Starnes and hosts the entrepreneur-focussed Business is Boring podcast for The Spinoff, winner of best business podcast at the 2021 NZ Podcast Awards. Since joining Previously Simon has led brand and positioning work for Compostic, Seachange, GD1, Timely, Starshipit, Brancott Estate, and many other great companies. Areas of specialty include SaaS, high-growth tech exporters, retail, FMCG, wine into international markets, financial services and venture.
Contact sp@previously.co http://linkedin.com/in/simonpound/ Susie joined the Previously team in 2021, bringing with her diverse experience working in strategy at KPMG and starting small-scale ventures in hospitality and retail. Her expertise spans strategic problem-solving in market entry, profitability, customer experience, and supply chain optimisation across prominent New Zealand businesses, including ASB, Turners & Growers, Fisher & Paykel, Forsyth Barr, Fonterra, and Genesis Energy. She merges her corporate background with learnings from launching personal ventures, addressing challenges with a future-thinking mindset and start-up pragmatism. Drawing from her personal interests in visual communication, world-building, and third spaces, she continually learns and explores how these add depth and quality in her approach to innovation.
Contact sw@previously.co http://linkedin.com/in/susiewangnz/ Mark joined Previously in 2024 as a designer, bringing experience in brand, motion, photography and web. He has a functional head and a creative heart — a result of his studies as an industrial designer, before discovering a passion for visual design. Mark believes in the impact of design, from high-level design thinking, down to the finer details of design craft. He's interested helping brands and businesses authentically present themselves in a contemporary context, affecting positive change on the world through design and creativity.
Contact mw@previously.co https://www.linkedin.com/in/mark-wilson/ Chris joined Previously Unavailable in late 2022 as an Innovation Project Coordinator, bringing with him a wealth of experience and knowledge in business operations. He holds a Bachelor of Commerce majoring in Marketing and Operations & Supply Chain Management from the University of Auckland, and his previous experience as an Operations and Inventory Manager has given him a practical understanding of streamlining processes to maximise efficiency. Chris is passionate about exploring new ideas and pushing boundaries, and he enjoys working collaboratively to bring creative concepts to life.
Contact ce@previously.co https://www.linkedin.com/in/chris-edwards-nzld Frankie joined the Previously Unavailable team in 2023 after graduating from Massey University majoring in Visual Communication Design with Honours. Frankie is a member of the International Society of Typographic Designers, and in 2023 became a finalist at the Best Awards in the Public Good category. Since starting at Previously Unavailable, Frankie has joined the design team where she is excited about inventing and re-inventing brands to the highest standard through her love of visual problem-solving and creative collaboration. She is constantly inspired by the uncommon range of disciplines PU has to offer, to craft beautiful and future-focused brands.
Contact fm@previously.co https://www.linkedin.com/in/frankiemiddleton/ Ria joined the Previously team at the beginning of 2022, starting her internship. Ria is in her third and final year at The University of Auckland, completing a Bachelor of Commerce, majoring in Innovation/Entrepreneurship and Marketing. Ria's past roles have seen her working in the digital marketing space, and she currently supports and manages the PU social media channels. She loves learning as much as possible and is passionate about creative strategy and collaboration.
Contact rs@previously.co https://www.linkedin.com/in/riajsharma/ Hannah joined the design team at Previously Unavailable in 2020. In 2019, Hannah embarked on a career-changing journey with the World's Greatest Internship Programme. With six other interns from around the world, she interned at three leading brand agencies: Koto London, Prophet New York, Character San Francisco and participated in a workshop at the school for creativity, Factry in Montreal. Hannah is obsessed with the craft of typography. She is passionate about exploring how 3D and motion design can enhance her graphic design practice.
Contact hs@previously.co http://linkedin.com/in/hannah-small-designer Ed is a partner in our Innovation Team, and leads many of our new product and service development projects, as well as having a role on the board of PU start-up Ideally. Since joining James & Chris at Previously Unavailable in 2017, Ed has worked on many of our largest client projects, with a keen focus on using research to generate insights and solve tough challenges. His diverse background is rooted in strategy, design, and problem-solving: innovating ways to influence behaviour on social issues with agency Curative, devising digital and creative strategy at Air New Zealand, or consulting for the likes of The Warehouse and Z Energy to evolve their service delivery. Outside of PU, Ed sits on the board of The New Zealand Comedy Trust, and has a keen interest in governance and advisory work – skills he brings to bear on our more complex strategic projects.
Contact ed@previously.co http://linkedin.com/in/edward-j-dever James founded Previously Unavailable in 2014, chasing his passion for helping innovative companies use insightful strategic thinking to create products and brands that become sustainably successful. He chose the name ‘Previously Unavailable’ simply because he loves bringing new things into the world. James was formerly a strategic planner in the advertising industry, where he specialised in innovative marketing and the branding of innovative products and companies. In 2013 he was named the world’s #1 strategic planner. James is the author of The Case for Creativity, a book about how creativity creates business success that The Coca-Cola Company described as ‘beautiful words of wisdom’ and which has been reprinted several times in several languages. He’s also the author of two landmark marketing effectiveness studies, The Effectiveness Code (on behalf of Cannes Lions and WARC) and The B2B Effectiveness Code (on behalf of Linked In’s B2B Institute).
Contact jh@previously.co http://linkedin.com/in/jameshurman/ Chris heads up the innovation arm of PU, working with both large corporate clients looking to reinvent and with start-up and scale-up businesses looking to disrupt. His experience spans a wide range of industries and innovation challenges including new product and service design, innovation strategy and innovation model design, ground-up venture builds and solving bespoke innovation challenges, paying special attention to the more technical and commercial aspects essential to making a project, business model, new venture or investment a success. Chris joined Previously Unavailable in 2016 following 4 years in London at the UK’s leading Innovation Consultancy ?What If! Innovation Partners, where he worked with a range of global businesses including EA Games, Jaguar Land Rover, and IHG to set, invent and execute their innovation and venture strategies. Formally trained as a Mechanical Engineer, Chris enjoyed the first 5 years of his career in R&D designing products at Fisher & Paykel Appliances before moving into Management Consulting and M&A with EY, both in Auckland and London.
Contact cp@previously.co http://linkedin.com/in/chrispaykel/ Phoebe's breadth of experience spans design, advertising and design education. She joined the Previously Unavailable team after working as head of strategy at Wrestler creative agency, collaborating with brands such as Allbirds, and a range of start-ups, businesses and government organisations. Phoebe holds a masters degree in design specialising in design thinking, and spent four years lecturing at Massey University College of Creative Arts. She has also applied her creative skillset living and working in Los Angeles, San Diego, and China. Underlying Phoebe's experience is a motivation to create a positive impact in the world, and she passionately takes a purpose-driven approach to every creative problem she works to solve.
Contact ps@previously.co http://linkedin.com/in/phoebe-j-smith Phoebe brings design and brand expertise to Previously Unavailable, leading a highly creative team who collaborate with all parts of the studio portfolio — from venture and early stage start-ups, established businesses wanting to reinvent, and new product development for a range of clients. Phoebe has been fortunate enough in her career to work at top design companies Red Antler in New York and Alt Group here in Tāmaki Makaurau. She has a long standing relationship with AUT, contributing her time as a tutor and mentoring undergraduate students. Phoebe has been selected as a judge for the DINZ Best Design Awards, the AGDA Awards and Spikes Asia. Phoebe is also a Co-Founder of New + Improved Ventures and is on the Investment Committee for Brand Fund 2 with Icehouse Ventures.
Contact pd@previously.co http://linkedin.com/in/phoebe-devine-95a01952 Philippa joined Previously Unavailable in early 2024 as Senior Producer, building on a 10 year career in the creative industry. Her career spans both London and Auckland in design, digital and advertising agencies, most recently kiwi-owned ad agency Stanley St, working with clients KFC, Briscoes and Rebel Sport. With a Bachelor of Design under her belt, she brings a love for anything design and a hands-on approach to every project.
Contact pj@previously.co https://www.linkedin.com/in/philippa-johnston-5b688366/ Tom joined Previously in 2021 as General Manager. Graduate of Parsons The New School for Design in New York, Tom majored in managing creative organisations, and has been on that road for the last decade. Passionate in project management, systems and operations, Tom has helped many companies to streamline their operations and manage the day to day work.
Contact tp@previously.co http://linkedin.com/in/tompek Molawin joined Previously Unavailable in 2024 bringing in his diverse skills and experience in photography, videography, design and art direction to the table. Prior to joining the team, Molawin was the co-founder and creative director of his own multi-disciplinary studio for 5 years: Platform, where he led and executed a number of projects alongside his team for a variety of clients within the lifestyle consumer product and fashion industry. Molawin and his work has been featured in prominent local and global media outlets such as Vogue, The Brand Identity and Metro Magazine and has been a keynote speaker at Semi-Permanent. Joining the team as Content Design Specialist, Molawin has been excited to use his unique skillset, passion for craft and growing knowledge of brand to support the design team and contribute to meaningful, long-lasting identities for our clients.
Contact me@previously.co Erana joined PU at the end of 2023 to help set James up for success by juggling and balancing his ever-changing life. She is a versatile executive assistant who loves change and has expertise in office management, finance, stakeholder relationship building and global project coordination. She is a self-confessed philomath and has a passion for people, rongoā, collaboration and whakapapa.
Contact edo@previously.co https://www.linkedin.com/in/erana-dobson/ Ed is a partner in our Innovation Team, and leads many of our new product and service development projects, as well as having a role on the board of PU start-up Ideally. Since joining James & Chris at Previously Unavailable in 2017, Ed has worked on many of our largest client projects, with a keen focus on using research to generate insights and solve tough challenges. His diverse background is rooted in strategy, design, and problem-solving: innovating ways to influence behaviour on social issues with agency Curative, devising digital and creative strategy at Air New Zealand, or consulting for the likes of The Warehouse and Z Energy to evolve their service delivery. Outside of PU, Ed sits on the board of The New Zealand Comedy Trust, and has a keen interest in governance and advisory work – skills he brings to bear on our more complex strategic projects.
Contact ed@previously.co http://linkedin.com/in/edward-j-dever Henry joined Previously Unavailable in 2022 having spent the last 15 years as a strategist in advertising agencies in London (Fallon & Adam&EveDDB), and most recently Auckland (ColensoBBDO). He spent that time helping some of the world’s biggest companies, and some of the smallest, define and take to market their brilliant brands. He’s a firm believer in the power creative thinking has in solving almost any problem, and it’s this focus that brings him to the brilliant team at Previously Unavailable.
Contact hk@previously.co https://www.linkedin.com/in/henrykozak/ James founded Previously Unavailable in 2014, chasing his passion for helping innovative companies use insightful strategic thinking to create products and brands that become sustainably successful. He chose the name ‘Previously Unavailable’ simply because he loves bringing new things into the world. James was formerly a strategic planner in the advertising industry, where he specialised in innovative marketing and the branding of innovative products and companies. In 2013 he was named the world’s #1 strategic planner. James is the author of The Case for Creativity, a book about how creativity creates business success that The Coca-Cola Company described as ‘beautiful words of wisdom’ and which has been reprinted several times in several languages. He’s also the author of two landmark marketing effectiveness studies, The Effectiveness Code (on behalf of Cannes Lions and WARC) and The B2B Effectiveness Code (on behalf of Linked In’s B2B Institute).
Contact jh@previously.co http://linkedin.com/in/jameshurman/ Simon leads up Venture Studio and Brand Fund 1 for Previously, working with startup brands to define, grow, build and fund brands in innovative ways. Prior to joining PU in early 2018, Simon led global brand, creative and communications for Vend, from under $2m ARR to over $20m ARR. Vend recently exited for NZD~$500m. Simon started his career in media & politics reporting and TV production, before becoming a senior brand advertising creative. Simon is co-founder at fashion label Ingrid Starnes and hosts the entrepreneur-focussed Business is Boring podcast for The Spinoff, winner of best business podcast at the 2021 NZ Podcast Awards. Since joining Previously Simon has led brand and positioning work for Compostic, Seachange, GD1, Timely, Starshipit, Brancott Estate, and many other great companies. Areas of specialty include SaaS, high-growth tech exporters, retail, FMCG, wine into international markets, financial services and venture.
Contact sp@previously.co http://linkedin.com/in/simonpound/ Chris heads up the innovation arm of PU, working with both large corporate clients looking to reinvent and with start-up and scale-up businesses looking to disrupt. His experience spans a wide range of industries and innovation challenges including new product and service design, innovation strategy and innovation model design, ground-up venture builds and solving bespoke innovation challenges, paying special attention to the more technical and commercial aspects essential to making a project, business model, new venture or investment a success. Chris joined Previously Unavailable in 2016 following 4 years in London at the UK’s leading Innovation Consultancy ?What If! Innovation Partners, where he worked with a range of global businesses including EA Games, Jaguar Land Rover, and IHG to set, invent and execute their innovation and venture strategies. Formally trained as a Mechanical Engineer, Chris enjoyed the first 5 years of his career in R&D designing products at Fisher & Paykel Appliances before moving into Management Consulting and M&A with EY, both in Auckland and London.
Contact cp@previously.co http://linkedin.com/in/chrispaykel/ Susie joined the Previously team in 2021, bringing with her diverse experience working in strategy at KPMG and starting small-scale ventures in hospitality and retail. Her expertise spans strategic problem-solving in market entry, profitability, customer experience, and supply chain optimisation across prominent New Zealand businesses, including ASB, Turners & Growers, Fisher & Paykel, Forsyth Barr, Fonterra, and Genesis Energy. She merges her corporate background with learnings from launching personal ventures, addressing challenges with a future-thinking mindset and start-up pragmatism. Drawing from her personal interests in visual communication, world-building, and third spaces, she continually learns and explores how these add depth and quality in her approach to innovation.
Contact sw@previously.co http://linkedin.com/in/susiewangnz/ Phoebe's breadth of experience spans design, advertising and design education. She joined the Previously Unavailable team after working as head of strategy at Wrestler creative agency, collaborating with brands such as Allbirds, and a range of start-ups, businesses and government organisations. Phoebe holds a masters degree in design specialising in design thinking, and spent four years lecturing at Massey University College of Creative Arts. She has also applied her creative skillset living and working in Los Angeles, San Diego, and China. Underlying Phoebe's experience is a motivation to create a positive impact in the world, and she passionately takes a purpose-driven approach to every creative problem she works to solve.
Contact ps@previously.co http://linkedin.com/in/phoebe-j-smith Mark joined Previously in 2024 as a designer, bringing experience in brand, motion, photography and web. He has a functional head and a creative heart — a result of his studies as an industrial designer, before discovering a passion for visual design. Mark believes in the impact of design, from high-level design thinking, down to the finer details of design craft. He's interested helping brands and businesses authentically present themselves in a contemporary context, affecting positive change on the world through design and creativity.
Contact mw@previously.co https://www.linkedin.com/in/mark-wilson/ Chris joined Previously Unavailable in late 2022 as an Innovation Project Coordinator, bringing with him a wealth of experience and knowledge in business operations. He holds a Bachelor of Commerce majoring in Marketing and Operations & Supply Chain Management from the University of Auckland, and his previous experience as an Operations and Inventory Manager has given him a practical understanding of streamlining processes to maximise efficiency. Chris is passionate about exploring new ideas and pushing boundaries, and he enjoys working collaboratively to bring creative concepts to life.
Contact ce@previously.co https://www.linkedin.com/in/chris-edwards-nzld Phoebe brings design and brand expertise to Previously Unavailable, leading a highly creative team who collaborate with all parts of the studio portfolio — from venture and early stage start-ups, established businesses wanting to reinvent, and new product development for a range of clients. Phoebe has been fortunate enough in her career to work at top design companies Red Antler in New York and Alt Group here in Tāmaki Makaurau. She has a long standing relationship with AUT, contributing her time as a tutor and mentoring undergraduate students. Phoebe has been selected as a judge for the DINZ Best Design Awards, the AGDA Awards and Spikes Asia. Phoebe is also a Co-Founder of New + Improved Ventures and is on the Investment Committee for Brand Fund 2 with Icehouse Ventures.
Contact pd@previously.co http://linkedin.com/in/phoebe-devine-95a01952 Frankie joined the Previously Unavailable team in 2023 after graduating from Massey University majoring in Visual Communication Design with Honours. Frankie is a member of the International Society of Typographic Designers, and in 2023 became a finalist at the Best Awards in the Public Good category. Since starting at Previously Unavailable, Frankie has joined the design team where she is excited about inventing and re-inventing brands to the highest standard through her love of visual problem-solving and creative collaboration. She is constantly inspired by the uncommon range of disciplines PU has to offer, to craft beautiful and future-focused brands.
Contact fm@previously.co https://www.linkedin.com/in/frankiemiddleton/ Philippa joined Previously Unavailable in early 2024 as Senior Producer, building on a 10 year career in the creative industry. Her career spans both London and Auckland in design, digital and advertising agencies, most recently kiwi-owned ad agency Stanley St, working with clients KFC, Briscoes and Rebel Sport. With a Bachelor of Design under her belt, she brings a love for anything design and a hands-on approach to every project.
Contact pj@previously.co https://www.linkedin.com/in/philippa-johnston-5b688366/ Ria joined the Previously team at the beginning of 2022, starting her internship. Ria is in her third and final year at The University of Auckland, completing a Bachelor of Commerce, majoring in Innovation/Entrepreneurship and Marketing. Ria's past roles have seen her working in the digital marketing space, and she currently supports and manages the PU social media channels. She loves learning as much as possible and is passionate about creative strategy and collaboration.
Contact rs@previously.co https://www.linkedin.com/in/riajsharma/ Tom joined Previously in 2021 as General Manager. Graduate of Parsons The New School for Design in New York, Tom majored in managing creative organisations, and has been on that road for the last decade. Passionate in project management, systems and operations, Tom has helped many companies to streamline their operations and manage the day to day work.
Contact tp@previously.co http://linkedin.com/in/tompek Hannah joined the design team at Previously Unavailable in 2020. In 2019, Hannah embarked on a career-changing journey with the World's Greatest Internship Programme. With six other interns from around the world, she interned at three leading brand agencies: Koto London, Prophet New York, Character San Francisco and participated in a workshop at the school for creativity, Factry in Montreal. Hannah is obsessed with the craft of typography. She is passionate about exploring how 3D and motion design can enhance her graphic design practice.
Contact hs@previously.co http://linkedin.com/in/hannah-small-designer Molawin joined Previously Unavailable in 2024 bringing in his diverse skills and experience in photography, videography, design and art direction to the table. Prior to joining the team, Molawin was the co-founder and creative director of his own multi-disciplinary studio for 5 years: Platform, where he led and executed a number of projects alongside his team for a variety of clients within the lifestyle consumer product and fashion industry. Molawin and his work has been featured in prominent local and global media outlets such as Vogue, The Brand Identity and Metro Magazine and has been a keynote speaker at Semi-Permanent. Joining the team as Content Design Specialist, Molawin has been excited to use his unique skillset, passion for craft and growing knowledge of brand to support the design team and contribute to meaningful, long-lasting identities for our clients.
Contact me@previously.co Erana joined PU at the end of 2023 to help set James up for success by juggling and balancing his ever-changing life. She is a versatile executive assistant who loves change and has expertise in office management, finance, stakeholder relationship building and global project coordination. She is a self-confessed philomath and has a passion for people, rongoā, collaboration and whakapapa.
Contact edo@previously.co https://www.linkedin.com/in/erana-dobson/ Chris joined Previously Unavailable in late 2022 as an Innovation Project Coordinator, bringing with him a wealth of experience and knowledge in business operations. He holds a Bachelor of Commerce majoring in Marketing and Operations & Supply Chain Management from the University of Auckland, and his previous experience as an Operations and Inventory Manager has given him a practical understanding of streamlining processes to maximise efficiency. Chris is passionate about exploring new ideas and pushing boundaries, and he enjoys working collaboratively to bring creative concepts to life.
Contact ce@previously.co https://www.linkedin.com/in/chris-edwards-nzld Ed is a partner in our Innovation Team, and leads many of our new product and service development projects, as well as having a role on the board of PU start-up Ideally. Since joining James & Chris at Previously Unavailable in 2017, Ed has worked on many of our largest client projects, with a keen focus on using research to generate insights and solve tough challenges. His diverse background is rooted in strategy, design, and problem-solving: innovating ways to influence behaviour on social issues with agency Curative, devising digital and creative strategy at Air New Zealand, or consulting for the likes of The Warehouse and Z Energy to evolve their service delivery. Outside of PU, Ed sits on the board of The New Zealand Comedy Trust, and has a keen interest in governance and advisory work – skills he brings to bear on our more complex strategic projects.
Contact ed@previously.co http://linkedin.com/in/edward-j-dever Phoebe brings design and brand expertise to Previously Unavailable, leading a highly creative team who collaborate with all parts of the studio portfolio — from venture and early stage start-ups, established businesses wanting to reinvent, and new product development for a range of clients. Phoebe has been fortunate enough in her career to work at top design companies Red Antler in New York and Alt Group here in Tāmaki Makaurau. She has a long standing relationship with AUT, contributing her time as a tutor and mentoring undergraduate students. Phoebe has been selected as a judge for the DINZ Best Design Awards, the AGDA Awards and Spikes Asia. Phoebe is also a Co-Founder of New + Improved Ventures and is on the Investment Committee for Brand Fund 2 with Icehouse Ventures.
Contact pd@previously.co http://linkedin.com/in/phoebe-devine-95a01952 Henry joined Previously Unavailable in 2022 having spent the last 15 years as a strategist in advertising agencies in London (Fallon & Adam&EveDDB), and most recently Auckland (ColensoBBDO). He spent that time helping some of the world’s biggest companies, and some of the smallest, define and take to market their brilliant brands. He’s a firm believer in the power creative thinking has in solving almost any problem, and it’s this focus that brings him to the brilliant team at Previously Unavailable.
Contact hk@previously.co https://www.linkedin.com/in/henrykozak/ Frankie joined the Previously Unavailable team in 2023 after graduating from Massey University majoring in Visual Communication Design with Honours. Frankie is a member of the International Society of Typographic Designers, and in 2023 became a finalist at the Best Awards in the Public Good category. Since starting at Previously Unavailable, Frankie has joined the design team where she is excited about inventing and re-inventing brands to the highest standard through her love of visual problem-solving and creative collaboration. She is constantly inspired by the uncommon range of disciplines PU has to offer, to craft beautiful and future-focused brands.
Contact fm@previously.co https://www.linkedin.com/in/frankiemiddleton/ James founded Previously Unavailable in 2014, chasing his passion for helping innovative companies use insightful strategic thinking to create products and brands that become sustainably successful. He chose the name ‘Previously Unavailable’ simply because he loves bringing new things into the world. James was formerly a strategic planner in the advertising industry, where he specialised in innovative marketing and the branding of innovative products and companies. In 2013 he was named the world’s #1 strategic planner. James is the author of The Case for Creativity, a book about how creativity creates business success that The Coca-Cola Company described as ‘beautiful words of wisdom’ and which has been reprinted several times in several languages. He’s also the author of two landmark marketing effectiveness studies, The Effectiveness Code (on behalf of Cannes Lions and WARC) and The B2B Effectiveness Code (on behalf of Linked In’s B2B Institute).
Contact jh@previously.co http://linkedin.com/in/jameshurman/ Philippa joined Previously Unavailable in early 2024 as Senior Producer, building on a 10 year career in the creative industry. Her career spans both London and Auckland in design, digital and advertising agencies, most recently kiwi-owned ad agency Stanley St, working with clients KFC, Briscoes and Rebel Sport. With a Bachelor of Design under her belt, she brings a love for anything design and a hands-on approach to every project.
Contact pj@previously.co https://www.linkedin.com/in/philippa-johnston-5b688366/ Simon leads up Venture Studio and Brand Fund 1 for Previously, working with startup brands to define, grow, build and fund brands in innovative ways. Prior to joining PU in early 2018, Simon led global brand, creative and communications for Vend, from under $2m ARR to over $20m ARR. Vend recently exited for NZD~$500m. Simon started his career in media & politics reporting and TV production, before becoming a senior brand advertising creative. Simon is co-founder at fashion label Ingrid Starnes and hosts the entrepreneur-focussed Business is Boring podcast for The Spinoff, winner of best business podcast at the 2021 NZ Podcast Awards. Since joining Previously Simon has led brand and positioning work for Compostic, Seachange, GD1, Timely, Starshipit, Brancott Estate, and many other great companies. Areas of specialty include SaaS, high-growth tech exporters, retail, FMCG, wine into international markets, financial services and venture.
Contact sp@previously.co http://linkedin.com/in/simonpound/ Ria joined the Previously team at the beginning of 2022, starting her internship. Ria is in her third and final year at The University of Auckland, completing a Bachelor of Commerce, majoring in Innovation/Entrepreneurship and Marketing. Ria's past roles have seen her working in the digital marketing space, and she currently supports and manages the PU social media channels. She loves learning as much as possible and is passionate about creative strategy and collaboration.
Contact rs@previously.co https://www.linkedin.com/in/riajsharma/ Chris heads up the innovation arm of PU, working with both large corporate clients looking to reinvent and with start-up and scale-up businesses looking to disrupt. His experience spans a wide range of industries and innovation challenges including new product and service design, innovation strategy and innovation model design, ground-up venture builds and solving bespoke innovation challenges, paying special attention to the more technical and commercial aspects essential to making a project, business model, new venture or investment a success. Chris joined Previously Unavailable in 2016 following 4 years in London at the UK’s leading Innovation Consultancy ?What If! Innovation Partners, where he worked with a range of global businesses including EA Games, Jaguar Land Rover, and IHG to set, invent and execute their innovation and venture strategies. Formally trained as a Mechanical Engineer, Chris enjoyed the first 5 years of his career in R&D designing products at Fisher & Paykel Appliances before moving into Management Consulting and M&A with EY, both in Auckland and London.
Contact cp@previously.co http://linkedin.com/in/chrispaykel/ Tom joined Previously in 2021 as General Manager. Graduate of Parsons The New School for Design in New York, Tom majored in managing creative organisations, and has been on that road for the last decade. Passionate in project management, systems and operations, Tom has helped many companies to streamline their operations and manage the day to day work.
Contact tp@previously.co http://linkedin.com/in/tompek Susie joined the Previously team in 2021, bringing with her diverse experience working in strategy at KPMG and starting small-scale ventures in hospitality and retail. Her expertise spans strategic problem-solving in market entry, profitability, customer experience, and supply chain optimisation across prominent New Zealand businesses, including ASB, Turners & Growers, Fisher & Paykel, Forsyth Barr, Fonterra, and Genesis Energy. She merges her corporate background with learnings from launching personal ventures, addressing challenges with a future-thinking mindset and start-up pragmatism. Drawing from her personal interests in visual communication, world-building, and third spaces, she continually learns and explores how these add depth and quality in her approach to innovation.
Contact sw@previously.co http://linkedin.com/in/susiewangnz/ Hannah joined the design team at Previously Unavailable in 2020. In 2019, Hannah embarked on a career-changing journey with the World's Greatest Internship Programme. With six other interns from around the world, she interned at three leading brand agencies: Koto London, Prophet New York, Character San Francisco and participated in a workshop at the school for creativity, Factry in Montreal. Hannah is obsessed with the craft of typography. She is passionate about exploring how 3D and motion design can enhance her graphic design practice.
Contact hs@previously.co http://linkedin.com/in/hannah-small-designer Phoebe's breadth of experience spans design, advertising and design education. She joined the Previously Unavailable team after working as head of strategy at Wrestler creative agency, collaborating with brands such as Allbirds, and a range of start-ups, businesses and government organisations. Phoebe holds a masters degree in design specialising in design thinking, and spent four years lecturing at Massey University College of Creative Arts. She has also applied her creative skillset living and working in Los Angeles, San Diego, and China. Underlying Phoebe's experience is a motivation to create a positive impact in the world, and she passionately takes a purpose-driven approach to every creative problem she works to solve.
Contact ps@previously.co http://linkedin.com/in/phoebe-j-smith Molawin joined Previously Unavailable in 2024 bringing in his diverse skills and experience in photography, videography, design and art direction to the table. Prior to joining the team, Molawin was the co-founder and creative director of his own multi-disciplinary studio for 5 years: Platform, where he led and executed a number of projects alongside his team for a variety of clients within the lifestyle consumer product and fashion industry. Molawin and his work has been featured in prominent local and global media outlets such as Vogue, The Brand Identity and Metro Magazine and has been a keynote speaker at Semi-Permanent. Joining the team as Content Design Specialist, Molawin has been excited to use his unique skillset, passion for craft and growing knowledge of brand to support the design team and contribute to meaningful, long-lasting identities for our clients.
Contact me@previously.co Mark joined Previously in 2024 as a designer, bringing experience in brand, motion, photography and web. He has a functional head and a creative heart — a result of his studies as an industrial designer, before discovering a passion for visual design. Mark believes in the impact of design, from high-level design thinking, down to the finer details of design craft. He's interested helping brands and businesses authentically present themselves in a contemporary context, affecting positive change on the world through design and creativity.
Contact mw@previously.co https://www.linkedin.com/in/mark-wilson/
Our Ponsonby studio space was designed by the Previously team to enhance the wellbeing, mood & productivity of the people within it — using thoughtful lighting, planting, scent, sound and spatial design.
