Lulu Custance

Some of my earliest memories are from Europe, where I first became aware of how beautifully and differently brands express themselves through imagery, language, and atmosphere. That contrast shaped my aesthetic foundation early and continues to influence the way I approach content and brand expression today.

My career began in editorial as Market Editor at InStyle Australia, where I developed a strong eye for styling, shoot production, and visual storytelling. I later expanded into e-commerce and SEO-aligned content at Louise Jean, before moving into performance-led content at April Ford,

Alongside this industry experience, I’ve pursued formal studies in marketing, psychological science, art direction (Central Saint Martins), and brand management, giving me a holistic understanding of how people perceive, respond to, and emotionally connect with brands.

Today, my work sits at the intersection of editorial sensibility and strategic marketing. I support premium small businesses with full-service content, styling, copy, social media, and brand storytelling - helping them articulate their identity with clarity, intention, and an elevated sense of beauty.