As the Australian brand ambassador, it's my responsibility to make sure that those in the architecture and design community know about the wonders of Abodo, and have only the best experience.

Cardigan Row is the culmination of my interests, experience, strategic thinking, and networking. It is the rare publishing platform for provocative design trends, populated with articles about how our world should—and can—be a more enlightened place, according to global experts in various fields. Topics, contributors, and images are meticulously vetted. The world is changing, and you should read about it here.

Charged with re-branding the company’s image, the obvious first step to me was to revamp its outdated website. The new “Inspiration Gallery” section features Woodform’s most inspired projects—it quickly became the main conduit for architects and interior designers to encounter the design possibilities of timber as cladding and batten material (interior and exterior). I nurtured this upsurge of interest by organising Woodform’s now-famous morning teas, a roadshow hosted by the company wherein its products could be fully explained amid a friendly, soft-sell backdrop of fine food and coffee. Major architectural practices in Victoria, New South Wales, Queensland, South Australia, and Western Australia could hardly wait for their turn!As mentioned earlier, I also launched "Woodform News." Unlike other trade magazines whose marketing motive is often regarded as dubious at best, this themed quarterly publication delves into weighty contemporary issues; inquisitive architects consider it a legitimate resource. Two issues in, healthcare and workplace experts from around the world have already willingly contributed their expertise on how design can be a driver of societal well-being.

It took much patience, resourcefulness, and all my networking skills, but I managed to cultivate key relationships with powerhouse architectural studios, such as HASSELL, Woods Bagot, and BVN. The effort bore fruit, as Woodform were chosen to supply material to several landmark projects: the Sydney Exhibition Centre, University Business School, and the Australian Embassy in Bangkok (among others).Sometimes, before professional trust can be earned, personal relationships must first be established.