Your brand's next chapter is written in the stars.

strategic storytelling for magnetic brands

OUR  Core Capabilities

✦ BRAND VOICE + MESSAGING

Defining how your brand speaks, what makes you distinct, and how to build an ownable brand world using the power of prose and storytelling.

✦ Content strategy + Creation

Mapping out where you should show up to connect with your audience and producing expert-led long-form content that makes your brand credible, citable, and positioned to shape culture.

✦ Content distribution

Amplify your message beyond your owned channels through social media marketing, email marketing, strategic repurposing, and beyond.

COPYWRITING

⋆⭒˚.⋆

CONTENT STRATEGY

⊹₊⟡⋆

BRAND VOICE

⊹₊⟡⋆

MESSAGING

⊹₊⟡⋆

COPYWRITING ⋆⭒˚.⋆ CONTENT STRATEGY ⊹₊⟡⋆ BRAND VOICE ⊹₊⟡⋆ MESSAGING ⊹₊⟡⋆

Meet the founder

Lucinda Starr is a content strategist, writer, and editor with over 10 years’ experience in digital publishing, media, and content marketing.

In a previous life, she worked in editorial and branded content for BuzzFeed Australia, Broadsheet Media, Concrete Playground Sydney, Eat Drink Play, Girlfriend Magazine, and more.

Today, you'll find her leading Starr Studio, partnering with some of Australia’s most ambitious brands to launch them into their next orbit.

about

The Observatory

Your viewing platform for the brightest content and creative insights, curated for ambitious brands.

Blog
The Creative Files with Esther Reynolds-Verco: From Blogging To Brand-Building As A Multi-Disciplinary Creative
The Creative Files with Esther Reynolds-Verco: From Blogging To Brand-Building As A Multi-Disciplinary Creative

Social strategist, storyteller and photographer Esther Reynolds-Verco on the power of combining visual and written storytelling to help brands build an intentional online presence.

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The Creative Files with Alice and Jannah from Coping: On Unpacking Why Life Feels Like This
The Creative Files with Alice and Jannah from Coping: On Unpacking Why Life Feels Like This

Alice Griffin and Jannah Anderson sit down to share their journey building a podcast and creative studio built around a simple question: Why does life feel like this?

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The Founder Files with Stefanie Mitrevski: Building A Brand That Exists Beyond The Name
The Founder Files with Stefanie Mitrevski: Building A Brand That Exists Beyond The Name

Inside Stefanie Mitrevski's founder journey: a trademark-forced rebrand, the pharmacist-to-founder shift, and why she stopped waiting for "ready."

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The Founder Files with Lauren Kennedy: On Building At The Intersection Of Fashion And Fraud
The Founder Files with Lauren Kennedy: On Building At The Intersection Of Fashion And Fraud

From luxury resale to fraud infrastructure at VerityAI: Lauren Kennedy on the pivot, the pregnancy, and the bigger bet she couldn't ignore.

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The Founder Files with Paloma Newton: Why "More Good Years Together" Begins Long Before Your Dog Gets Sick
The Founder Files with Paloma Newton: Why "More Good Years Together" Begins Long Before Your Dog Gets Sick

Meet Paloma Newton, the commercial operator building Elita, the world’s first pet longevity platform built on biology. On pivots, leadership, and the mission to give dogs more good years together.

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The Founder Files with Kara Cummins: Why Your Next Outfit Is Already Hanging In Your Wardrobe
The Founder Files with Kara Cummins: Why Your Next Outfit Is Already Hanging In Your Wardrobe

Meet Kara Cummins, co-founder of Wear Next, the app helping everyday people get dressed with confidence using the clothes they already own.

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The Problem With “Main Character Energy” In A Purpose-Driven Brand Strategy
The Problem With “Main Character Energy” In A Purpose-Driven Brand Strategy

The post–International Women’s Day hangover and what this exposes about how big brands operate.

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The Creative Files with Remi and Bella from Ponnd: On Non-Linear Careers, Creative Courage, and the Future of Work
The Creative Files with Remi and Bella from Ponnd: On Non-Linear Careers, Creative Courage, and the Future of Work

Ballet in New York. Gaming marketing in Sydney. Ponnd co-founders Remi Dooley and Bella Cipolla on the wildly different paths that led them to build the future of professional networking.

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The Creative Files with Holly Chapman: On Building Brands, Big Careers, and Finally Pressing Publish
The Creative Files with Holly Chapman: On Building Brands, Big Careers, and Finally Pressing Publish

Brand consultant Holly Chapman spent three years sitting on her Substack before pressing publish. In The Creative Files, she opens up about portfolio careers, working-mum guilt, and still wanting the big career.

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The Creative Files with Alex Neilson:  Who Are You Without the Job Title?
The Creative Files with Alex Neilson:  Who Are You Without the Job Title?

From semi-competitive skier to brand marketing consultant and community founder, Alex Neilson's career has never followed the script. In The Creative Files, she shares why she no longer sees the 9-5 as the safe option, and what finally gave her the courage to back herself.

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What Does A Content Marketing Strategy Actually Look Like For A Small Business?
What Does A Content Marketing Strategy Actually Look Like For A Small Business?

Wondering how to create a content marketing strategy? Discover the best content marketing strategies for small businesses (step-by-step guide included).

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The Founder Files with Briella Brown from Biolae: Setting a New Standard in Women’s Health
The Founder Files with Briella Brown from Biolae: Setting a New Standard in Women’s Health

Briella Brown, co-founder of Biolae, on why perimenopause has been overlooked for too long, the power of clinical rigour in a crowded wellness market, and why distribution is everything in the early days.

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The Founder Files with Maddi Ingham from GreenPay: Turning Payments Into A Force For Good
The Founder Files with Maddi Ingham from GreenPay: Turning Payments Into A Force For Good

Maddi Ingham didn't set out to disrupt payments. She set out to save nature. Here's how GreenPay became the business case for purpose-led profit.

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