Reviews Suck!
Secondz is a restaurant and bar discovery platform built on genuine recommendations, not star ratings. Created by a team of former Zomato Australia Team, it set out to change how Australia talks about food, shifting the focus from polished appearances to real flavour and authentic experiences.
CREATIVE DIRECTION / BRAND IDENTITY / CONTENT STRATEGY /
Client
Secondz.co
who is secondz?
Secondz is a free restaurant and bar discovery platform that provides genuine recommendations from chefs, foodies, and locals, rather than star ratings or reviews.
When the founder approached me, the idea was still forming. Together we built a brand identity that captured the spirit of speed, trust, and taste, good recommendations in seconds. Beyond the logo and visual system, I helped shape the strategy that transformed Secondz from an app into a content-driven food network.
We built a creative team, developed campaigns, and produced stories that celebrated the true heroes of hospitality, the chefs, bartenders, and makers behind the meals. The result is a bold, modern brand and content platform that is redefining food media in Australia, setting a new benchmark for how dining is discovered and shared.
