We dig deeper, think harder and push further to unearth compelling human truths in retirement living and aged care. This commitment makes us the only company in the sector to provide a full suite of services from concept to full community occupancy. Going beyond trusted advisory, sales and marketing, we deliver bold creative thinking.
OneFellSwoop Partners Carrie Edwards Christopher Rooke Bruce Message Paul McDowall John Bruzzaniti

Carrie Edwards

Partner & Chief Executive, UK

Carrie is someone you can confidently brief knowing that she understands every aspect of bringing a project to market. She has over ten years’ experience in the retirement living and aged care sectors. As a senior strategist and marketer for two of Australia’s more innovative not-for-profits, she has overseen retirement village developments from concept to completion.

Christopher Rooke

Partner & Managing Director

With considerable expertise in seniors living product design and marketing, Christopher founded One Fell Swoop to focus solely on the sector. One Fell Swoop’s clients now value his input at all stages of a project. As a recognised innovator and authority on the sector, Christopher is regularly invited to speak at industry seminars and conferences worldwide.

Bruce Message

Partner & Strategy Director

Bruce runs the Advisory arm of One Fell Swoop. For many years now, clients have been relying on his advice and guidance on project feasibility and financial structures for retirement living and aged care project developments. He is an expert in what needs to be in place to help de-risk a project and make it financially viable.

Paul McDowall

Partner & Operations Director

Paul is the co-founder of One Fell Swoop. Put simply, Paul gets things done. He heads the marketing team, manages operations, production and leads all aspects of digital marketing. Prior to establishing One Fell Swoop with Christopher, he held positions ranging from creative studio lead to digital director across a range of major advertising and digital agencies, working on many national and international accounts.

John Bruzzaniti

Partner and Development Director

John has 25 years’ experience in property development and over a decade specialising in seniors living and aged care. His knowledge and expertise has proved invaluable for developments of all sizes. In his role, John assists clients with the myriad of challenges and complexities as they navigate business growth; through the development of services and innovative accommodation models for seniors.

to excellence

Our focus is on making life simpler for our clients by combining research and advisory services, product design, marketing, sales and creative into one service offering; one touchpoint; one voice — One Fell Swoop.

Every service we offer is about maximising gross realisable value and sales rates. Our involvement, in part or in whole on a project, gives you professional, experience-based insights into how decisions made in one part of a project can affect sales rates and price. It’s why we have evolved into the full-service business we are today.

Across our offices in Melbourne, Sydney and London you’ll find art directors, designers, copywriters, a Doctor in Gerontology, a cartographer, an economist, a real estate agent and an actuary — to name a few. It is these diverse skills, paired with our incomparable industry knowledge, that allow us to deliver exceptional outcomes time and again.

The result is the creation of communities for increasingly discerning seniors, providing them with outstanding lifestyles while helping our clients achieve the best return on their investment. In recent times, we have helped clients achieve more than A$6 billion in development sales.

Wherever you are on your development journey, let’s talk about taking your retirement living or aged care project to an all-new level.

Building enduring relationships

We’re proud to partner with clients with the same passion for giving our ageing population healthier, happier and more active lives; those who share our values of community, transparency, authenticity and bravery.


Melbourne Dutton. Suite 1.01
9–11 Claremont Street
South Yarra Victoria 3141
T +61 3 9999 1150
Sydney Holt & Hart. Suite 513
50 Holt Street Surry Hills
New  South  Wales 2010
T +61 2 8071 4250
London 2 Stephen Street
London W1T 1AN
T +44 20 3574 4549