Pip McConnel-Oats has more than 20 years' experience specialising in brand strategy, design, and implementation for national and multi-national organisations across a diverse range of industry sectors.

In 2002, she established Lumino, one of Brisbane's leading and highly awarded brand consultancies. 

In 2012, she merged her business with Rowland to build a strategic, brand-led creative practice working across disciplines on integrated projects for clients including Kina Bank, Westpac Institute, Cement Australia, Kilcoy Pastoral Company, Queensland Airports, and SunWater.

She is currently the head of brand and creative services, a new position at The University of Queensland, where she is responsible for overseeing their transition to a Masterbrand.