The Formative is Evolving.

Writing a new chapter.

Over the past few years I’ve seen, heard and felt the need for something different for my clients, and our wider community of purpose-driven people.

Something more holistic, more human, more relational, more regenerative.

Teams are stretched, burned out, disconnected and trying as hard as they can to create meaningful impact with what little capacity they have in the face of increasing change.

It’s not enough to simply create a new strategy, a new campaign, a new framework.

So, I’m in creation mode, preparing to bring a new direction to life - including a more aligned website!

For now, if you’d like to work together, I’m still contracting across the services below.

I look forward to sharing more with you soon!

Caitlin,

Founder, The Formative.

Let’s work together.

If you’re curious about working together, reach out via caitlin@theformative.com.au

  • “Caitlin really took the time to understand what we were looking for and captured the tone and spirit of the WELA brand so thoughtfully in our impact report. She brought so much care and attention to detail throughout the process, and made everything feel smooth, collaborative and enjoyable from start to finish. We felt completely supported and in safe hands the whole way through.”

    — Jessica Bell, Communications Manger, Women’s Environmental Leadership Australia (WELA)

  • “Caitlin guided our large and diverse team through the Theory of Change process with skill and care. Our work contains many nuances, and we value the voices of all involved. Caitlin honoured and upheld the values of Collective Being, enabling an authentic and transformative process to unfold. We never felt rushed, but always felt guided. Hugely grateful!”

    -Jo Buick, Founder & Director, Collective Being

  • “Caitlin helped a group of well intended individuals come together and create a cohesive team with a defined mission. As an organization we now have a clear framework regarding the impact we want to create, how we plan to do this and a wonderful set of guiding principles which sets out how we will work together - ensuring kindness, trust, collective wellbeing and sustainability are at the heart of who we are.”

    - Amy Horrocks, CEO, SafeHavens

  • “What was most valuable was having Caitlin create a container for us to deeply explore where we have come from and where to from here. Having her facilitate conversations that have gone around in circles, sometimes simply holding space and at other times providing counsel and a different perspective challenged us to stress test our thinking, reflect and really consider the impact we want to have and why we exist.”

    — Jasmin Daly, Executive Director, inGrained Foundation

Who we’ve helped evolve

  • “Caitlin guided our people in co-creating a new organisational purpose that is fit for our new operating context whilst honouring our rich histories.

    The program of work was undertaken within a tight timeframe, was iterative in nature and involved multiple stakeholders. Caitlin’s ability to remain open, flexible and keep the end goal in mind was a huge asset along the way.

    Our new purpose has provided an inspiring way forward for our people, given us a strong sense of identity coupled with a clear line of sight on the role we play in the broader Lion family.”

    - Richard Crowe, Fermentum Leader, Stone & Wood/Fermentum Craft Beer Co. & Lion

  • “The Formative's emphasis on impact-driven leadership has empowered me to lead from a place of authenticity and vulnerability. Caitlin helps to creatively reframe approaches to personal and organisational uplift that enables individuals to step into their full potential.”

    - Simone Mugavin, Communications Lead, Garuwa

  • “I have loved working with Caitlin. Her ability to synthesise complex ideas and turn them into useful, beautiful project outcomes was amazing to witness. Caitlin is a superstar.”

    -Berry Liberman, Co-Founder Small Giants & Small Giants Academy

  • “Caitlin guided our large and diverse team through the Theory of Change process with skill and care. Our work contains many nuances, and we value the voices of all involved. Caitlin honoured and upheld the values of Collective Being, enabling an authentic and transformative process to unfold. We never felt rushed, but always felt guided. Hugely grateful!”

    -Jo Buick, Founder & Director, Collective Being

  • “What was most valuable was having Caitlin create a container for us to deeply explore where we have come from and where to from here. Having her facilitate conversations that have gone around in circles, sometimes simply holding space and at other times providing counsel and a different perspective challenged us to stress test our thinking, reflect and really consider the impact we want to have and why we exist.”

    — Jasmin Daly, Executive Director, inGrained Foundation

  • “Working with Caitlin was an absolute pleasure from the very beginning. Caitlin brought a great mix of professionalism, insight, play and curiosity to work that could be made to feel very dry. Not only that, the quality of Caitlin's work was exceptional. “

    -Matt DeFina, Head of Impact, The Man Cave

  • Caitlin really took the time to understand what we were looking for and captured the tone and spirit of the WELA brand so thoughtfully in our impact report. She brought so much care and attention to detail throughout the process, and made everything feel smooth, collaborative and enjoyable from start to finish. We felt completely supported and in safe hands the whole way through.”

    — Jessica Bell, Communications Manger, Women’s Environmental Leadership Australia (WELA)

  • “Caitlin helped a group of well intended individuals come together and create a cohesive team with a defined mission. As an organization we now have a clear framework regarding the impact we want to create, how we plan to do this and a wonderful set of guiding principles which sets out how we will work together - ensuring kindness, trust, collective wellbeing and sustainability are at the heart of who we are.”

    - Amy Horrocks, CEO, SafeHavens