About
Building brands people recognise, trust and remember.
I'm a Creative Director, Brand Strategist and Designer with more than 22 years of experience creating campaigns, brands and customer experiences for some of Australia's most recognised retail, FMCG and beauty brands.
My career has spanned advertising agencies, boutique studios and in-house creative teams, leading projects ranging from national retail campaigns and franchise systems through to complete brand transformations.
Selected Experience
- Coles
- Garnier
- Hairhouse
- Riot Art & Craft
- Arrotex
- The HR Hub
"Every design decision should solve a problem, tell a story, or create an emotional connection."
Disciplines
Brand Strategy
Naming, positioning, architecture, and the strategic frameworks that give a brand its reason to exist and its direction to grow.
Creative Direction
Leading the creative vision across all touchpoints — from the brief through to the final execution — with a consistent point of view.
Visual Identity
Logo systems, typography, colour, and the full visual language that makes a brand immediately recognisable and enduringly relevant.
Campaign Management
End-to-end campaign development: concept, production oversight, channel strategy, and delivery across print, digital, and environmental.
Design Systems
Scalable, documented systems that allow brands to grow without losing coherence — built for teams, agencies, and in-house use.
Art Direction
Photography, film, and content direction that translates brand strategy into imagery with genuine visual authority.
Experience
2018 — Present
Creative Director
Independent / Studio Practice
Leading brand strategy, identity, and creative direction for a select roster of founders, startups, and established organisations. Full-spectrum work from naming and positioning through to campaign execution and design systems.
2014 — 2018
Senior Creative Director
Agency, Melbourne
Led creative output across brand, digital, and campaign for a portfolio of national and international clients. Managed multidisciplinary teams of designers, strategists, and producers.
2010 — 2014
Art Director
Agency, London
Art direction and campaign management for FMCG, retail, and lifestyle brands across European and APAC markets. Developed integrated campaigns from concept through production.
2005 — 2010
Designer / Brand Consultant
Various Studios, Melbourne & Sydney
Early career across boutique design studios — building the craft foundations in typography, visual identity, print, and packaging that underpin everything that followed.