JF/CDS/KSA
TELLING YOUR STORY
ABOUT Us
DELIVERING SERVICES TO Saudi Arabia, The UAE and beyond.
Local knowlege, global outlook.
JF/CDS is a global ideas consultancy, delivering curated problem solving solutions. Across film making, brand, place making, and strategic thought; our global hive of thinkers offer a radical form of innovation, focussed on your unique creative needs.
Ideas are curated and managed by our senior consultants from offices in Los Angeles, Dubai and Byron Bay. We offer an elastic resource that can be scaled to suit your ambitions and your budget.
JF/CDS offers a suite of strategic services: from advisory, naming, visual identity, digital user-experience, consumer branding, place making and built-environment experiential design.
OUR Services
01
Strategy
Strategy
In a rapidly evolving world where innovation never sleeps, standing still is simply not an option. Your brand has the power to ignite transformation, propelling your initiatives forward and enhancing your business impact. We blend analytical precision with creative brilliance to bring your future vision to life, crafting experiences that resonate with people today.
02
create
Create
Bring your strategy to life with a captivating expression across every facet of your brand—logos, color palettes, custom typography, imagery, motion, sound, tactile interactions, and beyond. We blend brand identity, culture, and experience to create meaningful impact both within your organization and in the wider world.
03
EXPERIENCE
experience
In a world where mere functionality fails to engage, brand experiences risk becoming forgettable if they remain solely practical. As consumer expectations escalate and their attention spans shrink, optimization alone won't secure success. Your brand needs to tap into its unique potential to generate new value for your audience and your business. We create immersive, transformative experiences that inspire action and guide both people and organizations toward their aspirations.
OUR team
rochfort
Craig Rochfort
CREATIVE DIRECTOR
Craig Rochfort is the founder of Jane Fender and Senior Consultant.
Craig provides bespoke consulting services to companies requiring thought leadership and positive action in the areas of brand strategy, brand development, and project management.
Craig combines a mature outlook, advanced communication skills with an appetite for strategic thought and an acute understanding of the benefits strategy based marketing can bring to businesses.
Craig has recently worked with Ford, Green Building Council of australia, Fujitsu and Chevrolet
DAMoUNI
Ayaad Damouni
CREATIVE director
Ayaad Damouni is a successful photographer based in Dubai, United Arab Emirates. His work has been seen in a variety of publications and online outlets, including Vogue, Harper’s Bazaar, Esquire magazine , and GQ. He has also worked with a number of high-profile celebrities, including Karl Lagerfeld, Heidi Klum, Roger Federer and Eva Green.
Ayaad moved to Dubai in 2008 and quickly began making a name for himself in the photography world. His approach to photography was unique and immediately grabbed the attention of the city’s top publications. His work often features a combination of vibrant colors, bold composition, and creative lighting. He has also become known for his creative use of props and backgrounds, which has earned him a reputation as one of the best photographers in the region.
Damouni’s success has also been attributed to his willingness to experiment and take risks. He is not afraid to push the boundaries of what is expected of a photographer and is constantly exploring new techniques and ideas. In addition to his photography, Ayaad has also become a sought-after speaker, giving talks on photography and creativity at events around the world.
Ayaad has become an inspiration to aspiring photographers in Dubai and beyond. He has proven that with dedication, passion, and creativity, it is possible to make a successful career in photography. His work has been featured in numerous publications and websites, and he continues to push the boundaries of what is possible with his camera. Ayaad Damouni is a true success story in the world of photography.
Noruzi
Zara Noruzi
AUTHOR
Zarah Noruzi (Ghahramani) is an Iranian-born Kurdish author living in Australia who wrote My Life as a Traitor, an award-winning memoir of her imprisonment and torture in Evin Prison.
Noruzi was born and raised in Tehran, Iran in 1981 as the daughter of a Kurdish father who was a military officer under the Shah of Iran, and a mother who raised Ghahramani in the Zoroastrian faith.
When Noruzi was a 20-year-old college student at the University of Tehran, she was involved in student politics. After a period of political activism that displeased the Iranian authorities, she was arrested and imprisoned in the infamous Evin prison.
She is an arabic speaker and currently lives in Australia.
MOTLEY
ivan motley
geographer/place maker
IVAN created .id (informed decisions) in 1997 - an enterprise renowned for Vision, Purpose and Innovation. HE grew this valuable digital spatial enterprise for over 25 years and transitioned ownership to a publicly listed Australian company - PEXA, in 2022-24.
AS A Geographer, IVAN HAS knowledge of the role, function and future of cities to share.HE observeS the world through a spatial lens - a powerful way to understand places, communities and economies. HE HAS been an urban geography practitioner, immersed in understanding cities for over 35 years.
By nature and necessity IVAN IS a collaborator. By sharing stories based on his experience as an urbanist and entrepreneur he offers help, knowledge and insights.
Victory
Loren victory
executive producer
Loren grew up on Los Angeles surrounded by the film business. This enhanced what was an innate love of cinema and he proceeded to volunteer At film festivals in town and then started working as a PA on commercial shoots with some of the all time greats.
Loren was a natural producer and started working for the likes of David Fincher, Michael Bay, Dominic Sena, and Mark Romanek.
Loren then opened his own shop and started working more directly with agencies on strategy and creative until he was hired as Global Head of Production for Ford’s AOR Team Detroit. There he was responsible for aligning strategy and brand for all regions and oversaw all production and vendor relationships.
Jane Fender stalwart, Loren now spends his timebetween Los Angeles and Byron Bay.
Bennetts
Samuel Bennetts
Director
Born and raised in Sydney, Australia, Samuel Bennetts was quickly drawn into the cinematic universe of 80s filmmakers, entranced by the spellbinding allure of CGI epics. However, beneath the layers of visual grandeur, Samuel's heart beats for the art of storytelling, where characters breathe life and stories evoke profound emotions.
This narrative fire guided Samuel from directing stage plays to making a mark in the international commercial arena. Renowned brands like Audi, Toyota, Mazda, and Canon soon recognized his unique flair for combining visual spectacle with soulful narratives, making his work stand out in a saturated industry.
Never one to shy away from innovation, Samuel continuously challenges the boundaries of filmmaking. Yet, at the core of each project lies his unwavering focus on characters and their stories. Today, Samuel stands as not only a sought-after director but also a storyteller whose films remain etched in the hearts of audiences long after the credits roll.
fricke
shannon fricke
author/placemaker
SHANNON FRICKE IS A VISUAL STORYTELLER, WRITER AND brand creator WHO HAS made BYRON BAY her home FOR TWENTY YEARS.
FRICKE HAS WRITTEN FOUR BOOKS ON HOME DESIGn for Murdoch Books, Random House and Clarkson Potter.
A FORMER MAGAZINE EDITOR AND WELL-KNOWN TELEVISION PERSONALITY SHE has created A NUMBER OF BUSINESSES with the BYRON BAY as her inspiration and backdrop : NEWRYBAR MERCHANTS - a retail concept showcasing regional and artisanal offerings in a collective environment, GRACIOSA BYRON BAY - a 70acre farm featuring accommodation, flowers and farm store concept showcasing organic products derived from the land AND HER OWN INTERIOR-DESIGN BRAND, SHANNON FRICKE HEART AND HOME - a bedding and lifestyle brand designed with individuality and sense of place in mind. All of Fricke’s offerings are underpinned by her ethos that how we shape our sense of home and belonging within community is an essential springboard for shaping how we live our lives.
MOST RECENTLY SHANNON HAS WRITTEN the best selling ‘BYRON BAY' FOR ASSOULINE PUBLISHING.
Wingrove
ian wingrove
Cultural Sector Branding Specialist
With an international career spanning 35 years, Ian has worked successfully across the Arts, Communications, Design and Construction sectors, predominantly as Creative Director and Executive Management Consultant.
Growing up in country NSW, Ian is deeply connected with the land, focusing on innovative design and construction solutions which acknowledge the rural and urban environments they inhabit. This background continues to drive his pragmatic manner, solutions-based mindset and focus on robust materials.
Passionate about art, architecture and smart design, Ian has travelled the globe working alongside acclaimed entrepreneurial creatives in North America, Europe and the UAE.
With this unique personal and professional experience, teamed with his highly creative approach to problem solving, Ian delivers elegant and practical solutions to big ideas.
Allen
dominic allen
film maker
Dominic Allen (born 20 November 1980) is an award-winning Australian director and producer whose diverse body of work spans short and feature films, music videos, commercials, virtual reality, and television documentaries.
In 2023, Dominic co-founded Sky Flyk. Based in Australia, with offices in Byron Bay, Melbourne, and Brussels, Sky Flyk is a documentary film production company renowned for their 2023 documentary “Planet Wind,” which explores the global impact of offshore wind energy. The team is currently developing the sequel, “Planet Sun,” which focuses on humanity’s relationship with the sun.
roberts
luke roberts
Public Relations/Crisis Comms
Luke Robert is the founder of Cape Public Relations and has been an active Jane Fender partner for over 15 years.
His public relations services incorporate business to business, consumer and issues/crisis management. He has led public relations programs for The Economist, British Telcom, PwC, Agoda, Newgen Software (Fintech), and ExxonMobil.
He provides senior counsel on crisis communication strategy and management. Luke started his career with Australian Associated Press - AAP/Reuters and, because Luke has a proven track record in finding news angles that appeal to journalists, editors
He holds a post Graduate Diploma in Communications Management from the University of Technology, Sydney.
MaCrae
Simon MaCrae
director
Simon “Mo” MacRae is one of Australia's most in demand commercial directors, with over 25 years experience in advertising & film production in Sydney, Singapore and New York.
In 2007 Mo won the million dollar screenplay competition, Project Greenlight Australia, with his brother Kenn, going on to direct their feature film “The View From Greenhaven”.
He has since directed some of Australia’s most loved TV commercials including Mother Energy Drink, and the Sam Kekovich Australia Day Lamb ads.
Mo helps business coaches and consultants develop their on-camera presence to engage with any audience and leverage the power of video to scale their business.
Mo also delivers entertaining keynotes on our favourite movie moments and how they relate to our worlds and how we can all create moments that matter in work and life.
