I’m a Sydney-based Creative & Design Director + Service Designer focused on brand systems, integrated campaigns & customer experiences.
Hi, I’m Daniel. I’m a Creative & Design Director + Service Designer with over 18 years’ experience shaping brands, visual identities, customer experiences, design systems, and integrated campaigns across diverse industries. I specialise in translating brand and marketing strategy in addition to customer journey into scalable brand and better customer experience that resonate with audiences and deliver measurable results.
I hold a Master of Design Futures (Distinction) from RMIT, specialising in Human-Centred Service Design and Design Strategy, with expertise in rapid ideation, prototyping, user journeys, ethnographic research, and service blueprints.
CAPABILITIES
Advertising & Integrated Campaigns
• Campaign strategy & management
• Creative & art direction
• Multi-channel campaign development
• Campaign strategy & management
• Creative & art direction
• Multi-channel campaign development
Brand Strategy
• Brand strategy & market research
• Brand & design audits
• Customer insights
• Business & lean model analysis
Visual Identity & Brand Systems
• Logo & identity design
• Brand expression (application of logos, palettes, and typography)
• Brand standards & scalable guidelines
• Brand strategy & market research
• Brand & design audits
• Customer insights
• Business & lean model analysis
Visual Identity & Brand Systems
• Logo & identity design
• Brand expression (application of logos, palettes, and typography)
• Brand standards & scalable guidelines
Brand Expression & Branded Environments
• Editorial & marketing collateral design (brochures, books, media kits)
• Packaging & product branding
• Environmental & interior graphics
• Wayfinding & signage systems
• Digital applications (web graphics & social media)
CUSTOMER Experience & Design Thinking
• Human-centred design & CX strategy
• Service blueprints & user journey mapping
• Behavioural archetypes & personas
• Ethnographic & qualitative research
• Rapid ideation & high-fidelity prototyping
• Editorial & marketing collateral design (brochures, books, media kits)
• Packaging & product branding
• Environmental & interior graphics
• Wayfinding & signage systems
• Digital applications (web graphics & social media)
CUSTOMER Experience & Design Thinking
• Human-centred design & CX strategy
• Service blueprints & user journey mapping
• Behavioural archetypes & personas
• Ethnographic & qualitative research
• Rapid ideation & high-fidelity prototyping
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