Sergio worked with our organisation during a challenging and complex time when we needed to shift our internal culture, and brand narrative to re-position and relaunch in the marketplace in the middle of a political Public Relations debacle between our Heritage Listing, an Apple flagship store proposition and heated public opinion. Sergio went above and beyond to ensure we had the necessary tools and support to implement our strategic direction, re-energising our brand for the years to come. The newly devised participatory communications strategy directly contributed towards Fed. Square's $20 million upgrade funded by the State Government's Building Works stimulus (the largest upgrade in 18-years) and a sold-out, triple award-winning launch festival. This brand repositioning, supported by an all-encompassing communications program, created the conditions for everyone’s success, and just a few months after our relaunch I was promoted from General Manager to Chief Experience Officer and invited to join the board of the prestigious Events Australia.