I’m a Sydney-based senior creative with over 18 years’ experience across multidisciplinary design, advertising, digital experiences and storytelling. My work brings together strategy, creativity and execution to create meaningful brand, product and customer experiences.
I’ve worked across digital, motion, print, social and integrated campaigns for global brands, government organisations and ambitious challengers. As a designer at heart, I’m passionate about solving complex problems through a balance of strategic thinking and hands-on craft.
I hold a Master of Design Futures (Distinction) from RMIT University, specialising in Human-Centred Service Design and Design Strategy. My expertise spans creative direction, branding, visual communication, UI/UX, customer and service experience, design strategy, user research, journey mapping, wireframing, service blueprinting and rapid prototyping.
CAPABILITIES
Advertising & Integrated Campaigns
• Campaign & content strategy + management
• Creative & art direction
• Multi-channel campaign development
• Campaign & content strategy + management
• Creative & art direction
• Multi-channel campaign development
CX + Service design
• Human-centred design & CX strategy
• Service blueprints & user journey mapping
• Behavioural archetypes & personas
• Ethnographic & qualitative research
• Rapid ideation & high-fidelity prototyping
• Human-centred design & CX strategy
• Service blueprints & user journey mapping
• Behavioural archetypes & personas
• Ethnographic & qualitative research
• Rapid ideation & high-fidelity prototyping
Visual Identity & Brand Systems
• Logo & identity design
• Brand expression (application of logos, palettes, and typography)
• Brand standards & scalable guidelines
• Logo & identity design
• Brand expression (application of logos, palettes, and typography)
• Brand standards & scalable guidelines
Brand Strategy
• Brand strategy & market research
• Brand & design audits
• Customer insights
• Business & lean model analysis
• Brand strategy & market research
• Brand & design audits
• Customer insights
• Business & lean model analysis
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)
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• Editorial & marketing collateral design (brochures, books, media kits)
• Packaging & product branding
• Environmental & interior graphics
• Wayfinding & signage systems
• Digital applications (web graphics & social media)
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