LOVR × Culprit. byCulprit Proposal

Britt's words, 13 May

“A labour of love
for my family.”

Britt put it cleanly. Culprit started with a conversation between her brother and her husband. She has been in their corner since the first cup of coffee that turned into a business.

That family origin is the brand. It is why the work sits in a particular place. Restrained. Material-led. Designed to last. The opposite of the design-firm that posts because it has to.

What sits underneath the projects is a three-discipline house under one roof. Architecture, interiors, branding. Lisa Luong as nominated architect. Luke Henderson as design director. Damian Overeem on commercial. Britt on socials. The team that quietly built MYST, MIRA, Della Rosa, MAYA, Ducale, ALBA and a portfolio of nine more in flight.

This proposal is built so that what the team makes, the audience finally sees, on a rhythm Britt can sustain alongside her week.

Where Culprit Sits Today

The work is sharp.
The signal is quiet.

Three thousand seven hundred followers. Twenty seven posts ever. One post in the last thirty days. The audience that does follow is exactly the audience that matters. They are simply not being fed.

Account · @byculprit

3,778Instagram followers, ~28 months in

27posts ever published

1post in the last 30 days

4.16%engagement on the Della Rosa reveal

Portfolio · The Content Wells Already Built

9named projects in flight (Bel Air, Crescent, Della Rosa, Ducale, Golden, La Fresca, Maya, Murano)

3already published (MYST, MIRA, ALBA)

3disciplines, one roof · architecture, interiors, branding

Frankanchor developer relationship

When Culprit posts, the audience responds. Della Rosa hit 145 likes at 4.16 percent engagement on a brand that posts twice a year. Cross-posts from Apartments and Developments pulled 230 likes on MYST. The asset performs. The cadence has not been built around it yet.

Source: audience analytics pulled 13 May 2026. Full audit on file.

The Market Culprit Already Operates In

Australian luxury
multi-residential design
is having its moment.

Trade press is leading with travertine, walnut, honed natural stone, blond timber, brushed nickel. The exact material vocabulary the studio has been writing for the last three years. The architecture-design content lane is on, and the Brisbane and Gold Coast trade press is hungry for it.

The Material Vocabulary, Verbatim From Project Press

MIRA

"Curved glazing, honed travertine, and natural oak belong to the beach rather than impose upon it." Designed with FerroChow Architecture.

MYST

"Ocean clouds." Sweeping Pacific views blended with interior privacy. Featured in The Local Project issue 19.

Della Rosa

"Celebration of craftsmanship and quality materials, expressing a timeless beauty." The Local Project issue 17.

MAYA

"The delicate intricacies of sealife." Tapering form "reflecting the gradual gradient of the ocean."

Where The Audience Already Lives

Audience 01 Property Developers

The revenue clients. Frank Developments at the anchor, plus the wider developer roster. They follow practices that publish well because well-published practices help SELL their apartments. Visible content equals easier off-the-plan campaigns.

Audience 02 End Buyers

The developer's customers. Apartment buyers spending two to eight million who want to know who designed the building before they sign. They search the architect's social before the agent's listing video.

Audience 03 Design Peers

Andy Macpherson Studio, Atelier Chen Hung, the broader Brisbane design community. They drive referrals, talent, collaborations, and the credibility-by-association the trade press loves to weave together.

The same content piece serves all three audiences differently. A material study lands with developers as proof of taste, with buyers as desire, with peers as craft. The cadence builds equity in all three layers at the same time.

The Gap In The Lane

The Brisbane peer set does not
build culture content.
Culprit already does.

We mapped the direct Australian peer set across architecture firms operating in luxury multi-residential between Brisbane, Gold Coast and Northern New South Wales. Here is who already occupies the lane and where Culprit has a defensible position.

Direct Peers

Joe Adsett Architects Brisbane · luxury residential & apartments

"Benchmarking Australian Luxury Design." Awards-led, polished, legacy framing. Strong portfolio. Very little cultural-reference content. The opposite end of the spectrum.

Where Culprit winsPersonality and material curiosity, not award plaques.

Cera Stribley Melbourne + Brisbane · multi-disciplinary

"Design in dialogue." Cross-state scale, master-planning expertise, adaptive-use heritage. Lower personality density on socials. Plays the institutional game.

Where Culprit winsBoutique scale, faster IP. The team feels like a studio, not an agency.

Rob Mills Architecture & Interiors Brisbane + Noosa · private residential

World Interior News Awards Practice of the Year. Architecture plus interiors under one roof. Strong on private homes, less on multi-residential developer work.

Where Culprit winsDeveloper pipeline, three-discipline model, more cultural register.

Atelier Chen Hung Brisbane · "pragmatism with poetry"

Strong residential plus institutional mix. QLD-only footprint. Considered tone. Lower content output. Plays adjacent rather than direct rival.

Where Culprit winsThree-discipline scope and the music-art-film cultural overlay no peer touches.

Invilla Architecture Brisbane · private residential heavy

Ten plus years, 100 plus completed projects, Google-reviews and process-transparency content. Lower multi-residential focus. The volume-play in the peer set.

Where Culprit winsTier of the work, developer partnerships, the editorial press they already own.

Andy Macpherson Studio Aspirational adjacency · verified

Tagged by Culprit on the ALBI post as a team collaborator. Sits as peer or mentor relationship in the visible Culprit network. The benchmark for editorial brand voice in the lane.

Where Culprit winsAlready in the network. The play is louder presence in the same press loop.

What Culprit Does That The Peer Set Does Not

Publishes branding as the third explicit leg of the practice, alongside architecture and interiors. Builds a strong cultural-reference Instagram persona (Kanye, KAWS, Wonka, Bob Marley, Aaliyah) that no other named Brisbane peer matches at comparable density. The voice is already differentiated. The volume of voice is not.

The Edge

Seven reasons this works.
Each one is the proof.

Pulled from the brand audit and peer mapping. Each point is documented and underpins the cadence proposed below.

01 The work performs when it lands

Della Rosa New Farm reveal hit 4.16 percent engagement on a brand posting twice a year. The asset converts. The cadence has not been built around it.

02 Cross-post pickup is already happening

Apartments and Developments pulled 230 likes on a MYST cross-post. The trade press wants to amplify. Culprit needs to give them more to amplify.

03 Three disciplines, one studio

Architecture, interiors, branding under one roof. The peer set does not match this structure. The "branding as the third leg" angle is genuinely defensible content territory.

04 Nine projects already in flight

Bel Air, Crescent, Della Rosa, Ducale, Golden, La Fresca, Maya, Murano. Each one a content well of sketches, material studies, walkthroughs, reveal moments. Twelve months of feed without inventing anything.

05 Frank Developments at the anchor

MYST, MIRA, Della Rosa, the relationship that opens trade-press doors and developer-circuit referrals. The story of "three buildings, one developer, five years" is content other firms cannot tell.

06 The cultural-reference voice already exists

Kanye, KAWS, Wonka, Bob Marley, Aaliyah, Carly Simon already in the caption library. The opposite of generic architecture-firm voice. The personality is locked. Only the volume needs scaling.

07 Britt as the family voice

The proposal is built so Britt owns the storytelling layer, anchored in family heart, while the team focuses on the work. Continuity of voice without continuity of effort.

The Four Content Pillars

Eight to nine posts a month.
Roughly half project work,
half life behind the work.

Sav's locked direction with Britt, 13 May. Four pillars in parallel. Each one running on the studio's actual life.

Pillar 01 Project Reveals & Studies

The work itself. MYST, MIRA, Della Rosa, ALBA, the nine in flight. Renders, finished interiors, sketches, the sequence from concept to handover. Roughly four posts a month.

Pillar 02 Process & Craft

Material samples on the table. Sketch warm-ups. Walnut, travertine, honed stone. Lisa with samples at the studio. The "this is how the work gets made" thread. Roughly two posts a month.

Pillar 03 Studio Life & Team

Britt's family heart, told quietly. Studio moments. Team in motion. The behind-the-scenes the existing audience already responds to. Roughly two posts a month.

Pillar 04 Cultural References

Kanye, KAWS, Wonka, Bob Marley. The thread already in the captions. Music and art that frame the work. The personality the peer set does not have. Roughly one post a month.

Five Hooks We Will Test In Month One

Hook 01 The Sketch That Became

"This was the warm-up sketch. Six months later it became Murano." Pair the rough early line with the rendered final. The before-and-after format works in every visual lane it touches.

Hook 02 Travertine, Up Close

Macro on a single sample. Caption: "Every luxury buyer asks for travertine in 2026. Most architects spec it wrong. Here is what we look for." Material education plus subtle authority.

Hook 03 Three Buildings, One Developer

The Frank Developments thread told in a carousel. MYST, MIRA, the third. Five years of trust shown as a sequence. Developer-audience targeted, peer-audience admired.

Hook 04 Friends Working With Friends

The brand line, told in faces. Lisa, Luke, Damian, Britt, the wider team. Quiet portraits, restrained captions. The story Britt told Sav, made visible.

Hook 05 The Building At Sunset

Recorded at MIRA, MYST or Della Rosa post-handover. Forty-five seconds. Cinematic, no voiceover, ambient sound only. The trade press calls it "ocean clouds" and "rhythmic, calm, enduring." Show them.

The Play

Britt sources.
LOVR shapes the rest.

The model is built so Britt can keep her Monday to Wednesday rhythm. She sources what is happening in the studio, surfaces the material, the meetings, the project sketches. LOVR turns those raw signals into the eight to nine posts a month.

Brand Kit Refresh

Tighter post-template library, grid system, voice anchor doc, caption framework. The existing brand stays. The activation layer gets sharpened. Delivered inside month one.

Monthly Plan

Eight to nine posts mapped against the four pillars and the nine projects. Locked at the start of each month against project milestones and trade-press windows.

Britt's Sourcing

Britt sends raw material to LOVR. Phone photos from the studio, sketches, sample shots, project updates, anything she captures across the week. We take it from there.

LOVR's Output

Captions written in Culprit voice. Graphics built to template. Scheduling-ready exports delivered to Britt. She publishes from her phone or laptop.

Performance

Monthly review against follower growth, engagement, cross-post pickup, and developer or peer inbound. Next month's plan adjusted against the data.

Tuesday Catchup

Recurring 10am Tuesday, fifteen weeks from 13 May. The standing slot. Britt's Mon to Wed schedule respected.

The Work We Run For You

Four streams.
One monthly rhythm.

Stream 01

Brand Kit Refresh

Tighter post-template library across project reveals, process, studio, cultural posts. Voice anchor doc that captures the existing Culprit register without rewriting it. Grid system and visual application layer. Delivered in the first month, one-time.

OutputTemplates, voice doc, grid system, application examples. Month one.

Stream 02

Strategy & Content Direction

Monthly content plan tied to project milestones and trade-press windows. Four-pillar split, hook frameworks, the calendar that decides what gets posted when. Built from what Britt sources from the studio.

OutputMonthly strategy doc, weekly direction notes, ongoing hook bank.

Stream 03

Captions & Light Overlays

Captions written in Culprit voice. Cultural reference layer maintained. Light graphic overlays on post templates where the post calls for it. Scheduling-ready exports delivered to Britt by mid-month.

Output8 to 9 finished posts per month, scheduling-ready.

Stream 04

Performance & Catchup

Monthly review. Follower growth, engagement rate, save and share rate, cross-post pickup, developer or peer inbound. Standing Tuesday catchup, fifteen weeks from 13 May.

OutputMonthly performance report, weekly Tuesday catchup, next-month plan.

Monthly Cadence

Plan the first week.
Source the second.
Post the third.

Predictable rhythm so Britt knows when LOVR needs material and where the month is heading.

Week 1

Monthly strategy lock

Pillar split confirmed against the project pipeline. Eight to nine posts mapped. Britt briefed on what to source from the studio over the next fortnight. Tuesday catchup runs the rhythm.

Week 2

Britt sources, LOVR drafts

Britt drops raw material. Sketches, samples, studio moments, project shots. LOVR drafts captions, applies templates, returns first-pass post bundles for sign-off.

Week 3

Posting starts, mid-month signals

Scheduling-ready exports delivered. Britt publishes. Mid-month engagement signals reviewed. Anything over-performing gets a follow-up post. Anything under-performing gets cut from the rotation.

Week 4

Performance, next-month plan

Monthly performance delivered. Cross-post pickup tracked. Next month's pillars and projects locked. Britt and Sav close the loop on the Tuesday catchup before the cycle restarts.

Investment

Line by line.
No surprises.

Two scopes. Brand kit refresh delivered month one as a one-time. Monthly socials retainer rolls from there. Per-shoot photography priced ad-hoc when a project calls for it.

No. Line Item Detail Investment

A · Brand Kit Refresh (Month 1, one-time)

01 Post-Template Library Template set across the four pillars. Project reveals, process, studio life, cultural references. Built to extend the existing brand, not replace it. $800+ GST

02 Voice Anchor & Caption Framework Documented Culprit voice. Caption patterns, signature lines, cultural reference register, sign-off conventions. The framework Britt and the team write inside. $600+ GST

03 Grid System & Visual Application Feed grid principles, image treatment guide, type and overlay conventions. Examples applied to current portfolio so Britt sees what month two looks like. $800+ GST

B · Monthly Socials Retainer

04 Monthly Strategy & Plan Eight to nine posts mapped to the four pillars and the project pipeline. Hooks bank. Brief for Britt's sourcing each fortnight. $400+ GST

05 Captions & Light Graphic Overlays Captions written in Culprit voice. Light overlay design where the post calls for it. Template application. $800+ GST

06 Scheduling Exports & Performance Scheduling-ready post bundles delivered to Britt. Monthly performance review. Tuesday catchup standing slot. $300+ GST

C · Optional Ad-Hoc Photography (per shoot)

07 Half-Day Shoot On-location. Forty to fifty edited stills. Direction, creation, deliverables included. Priced per occurrence. $1,600+ GST

08 Full-Day Shoot On-location. Eighty to one hundred edited stills. Direction, creation, deliverables included. Priced per occurrence. $2,400+ GST

Month One Total (kit refresh + first month socials) One-time brand kit refresh of $2,200 + first month socials retainer of $1,500. $3,700+ GST

Ongoing Monthly (from Month 2) Monthly socials retainer only. Rolling, thirty days notice either side. $1,500+ GST

Terms

Fees exclude GST. Brand kit refresh invoiced upfront in month one. Monthly retainer invoiced monthly in advance from month one. Month-to-month rolling agreement, either side can give thirty days notice. Per-shoot photography quoted and invoiced per occurrence, paid prior to shoot day.

What Is Not In Scope

Paid social ad spend (separate, client-managed). Long-form video production beyond reel covers and short cut-downs. Trade-press placement pitching. Project website updates or development. Anything outside the monthly socials engine.

Beyond The Retainer · Available On Request

For when the next project
needs more than rhythm.

Not in the standard scope. Available as add-ons, scoped per project, priced separately. The plays we pull when a launch deserves them.

Project Launch Campaigns

Coordinated reveal across feed, stories, partner cross-posts, and trade-press outreach. Treat a MYST or MIRA-tier launch like the press moment it is.

Trade-Press Pitching

Targeted outreach to The Local Project, Apartments & Developments, Habitus, The Urban Developer. The features that compound the studio's editorial weight.

Developer Sales-Tool Content

Sales-ready collateral for Frank Developments and partner developers. Walk-throughs, material palettes, lifestyle imagery built to live inside off-the-plan campaigns.

Long-Form Video

Studio film at the Newstead office, a project walk-through with Lisa or Luke, a founder story for the family-origin angle. One piece, multiple cut-downs.

Lookalike Targeting

Custom audience built from the followers of Andy Macpherson Studio, Atelier Chen Hung, The Local Project. Pre-warmed audience for any paid Meta campaign Culprit decides to run.

Strategic Engagement Layer

Daily fifteen minute pass on peer accounts and project-tagged developers. Genuine first comments that surface Culprit's voice in the trade conversations already happening.

All additions priced on request, scoped to the specific project. None included in the standard retainer.

Friends working with friends. Said out loud, every month.