Ensuring the long-term success of the hospitality industry and its workers. Who wouldn’t support such a noble cause? Dial Up Hospitality Services Agency (DUHSA) recognized the need for expertly trained workers in privately-owned hospitality establishments like hotels, bars, restaurants, Bed and Breakfasts (B&Bs), and lodges. However, garnering support from private sector partners proved challenging. We stepped in to reshape the brand narrative, instilling a greater sense of urgency and encouraging wider participation. Founded by a dedicated post-doctoral nurse with a passion for bridging industry gaps and supporting workers, DUHSA aims to revolutionize hospitality staffing. Based in New South Wales, Australia, we developed their brand, brand strategy, branding materials, and entire digital presence. With aspirations to become a national brand, DUHSA is poised to make a lasting impact on the hospitality sector, ensuring quality service while uplifting workers in need.