We recently completed a rebranding project for Flowers by Sophia Jean, a florist based in Newcastle that specializes in floral arrangements, workshops, and wedding installations. Our goal was to capture their focus on personalized designs through warmth and creativity, resulting in a versatile design that can be used across various mediums, from signage to social media profiles.

The centerpiece of the rebranding was a timeless and memorable logo design that effectively captures the essence of the florist's brand. The logo is elegant, simple, and features a custom illustration of a flower that represents the florist's focus on creativity and attention to detail.

Sammi Aesthetics is an Aesthetic Registered Nurse operating in Orange, NSW. With a passion for skin care, aesthetics, and art, Sammi's practice offers a range of services aimed at helping her clients achieve their beauty goals. To capture the essence of her practice, we designed a minimalist logo that can be used across various digital and print platforms, allowing Sammi to showcase her work with beautiful accompanying imagery.

Deco Joinery specializes in high quality Australian made vanities and custom joinery.

General Pants is one of Australia's leading youth brands. The purpose of our Gen P campaign was to reposition GP as a brand that remains relevant Gen Z amongst an oversaturated market. Gen P represents a diverse generation with a mix of ethnicity, gender, sexuality and age. As the time of the 'influencer' fades, they're now united by their individuality.

This campaign took over all General Pants channels including stores, social and OOH. A series of individual portraits were taken to show the spectrum of diversity among our customers. The design rollout included posters, window displays, social assets, EDMs and site take over.

This project involved creating a summer campaign to celebrate the launch of Insight's new capsule collection. The campaign aimed to reconnect customers with the brand's rich heritage, while also providing a sense of nostalgia through location and execution. To achieve this, we chose to shoot the campaign at an old retro-style motel, complete with vintage props including a classic car. We incorporated polaroid-style photographs, warm-toned branding, and handwritten typography to create a narrative that evokes a feeling of the past. The campaign was successfully rolled out across all General Pants Co store windows nationwide, as well as on social media channels. By creating a campaign that resonates with customers on an emotional level, we were able to drive engagement and sales for Insight's new collection.

Love Notes is a lingerie brand celebrating femininity and strength. I was asked to create a logo for the brand that represents its aesthetic and key messaging.

I worked closely with the designers to develop a logo to compliment the lingerie designs. The identity allows for both versatility and consistency of brand messaging. The combination of handwritten and serif fonts, represent the softness and strength of femininity.

Image credit Daisy Hofstetter

December 2018 we dropped a rebrand for the (The) Urban List. The rebrand was an evolution for Urban List's visual identity and editorial content. The categories and experiences we now cover embrace; Style, Music, Art, Entertainment, Fashion, Food, Travel, Career, Health & Beauty. I was involved in this project from initial conceptualisation and brand positioning to the design and roll out of launch assets.

This campaign is a collaboration between H&M and The Urban List that takes the audience on a visual journey through three influencers cities. It showcases the best of their local hood - where they eat, drink, shop and take inspiration from. A love letter to their neighbourhood, each influencer shares stories about their style, personality, passion points and how their city influences them.

For this project I worked on initial conceptual development through to design ad roll out. This included: concept brainstorming, pitch mocks, image retouching, layout design, social video posts and typographic lockups and treatment.

This campaign was created to celebrate music month on the Urban List. It featured a month of talent features on global and local artists and a competition to win tickets to one of Barcelona’s biggest music festivals. I designed assets for each channel including Facebook, Linkedin, Instagram, Homesite and EDM.

Totara Design is a one-man carpentry venture launching in Melbourne late 2018. Totara is a native New Zealand hard wood where Tama, the maker, originates from. He uses locally sourced and recycled materials for his designs. 

Tama wanted a design that paid homage to his NZ roots and reflected the native and local ethos of his work. The logo needed to work in two parts. One as a whole, and the other as a simplified stamp that could be applied to his work. The illustrative element of the logo design is of the Totara tree. The minimalist typography represents his modern designs. 

To assist Tama with promotional media, we set up a small photography space in his workshop. As he has no budget or resources for professional photography, I helped him to create a consistent backdrop. We also discussed the advantages of natural lighting in regards to the aesthetic of his products.  Also props such as indoor plants to give the pieces context and perspective. 

This campaign was an Instagram roadblock designed for Chinese New Year Creatives. We released this social series as Sydney was celebrating Chinese New Year. The idea was to design a social take over to draw attention to the campaign. Each Instagram post was comprised of a video featuring a young Chinese Australian creative. The beginning of each video was prefaced by a design using a photo and typographic collage. These designs work together to comprise one artwork based over six tiles. This was a successful campaign with high engagement. All social commentary from our audience had a positive sentiment.

This campaign is a collaboration between ING Dreamstarter and The Urban List. It showcases a curated collection of crowd-funded social entrepreneurs looking to make a difference across Australia. I worked on every stage of this project. From the initial idea with the strategy team, through to art direction and video production and editing. Each shot had a tactile and sensory feel to them to engage our audience. We used stop-motion and split screen to create a dynamic video with fast paced movement and audio.

General Pants has been an ongoing client of mine. I create videos for their Instagram channel using the creative device of animated illustrations. These examples were designed to promote their new sneaker and denim collections in an engaging and dynamic way.

My most significant role for Middle of Nowhere was to create finished art. This included unique designs for our own collection as well as those for major clients such as Freedom Furniture. The designs from our studio were the product of open dialogue and thorough research. I also worked on a range of promotional materials for the brand. This included photo shoots and typographic advertising for print and digital platforms. Working at Middle of Nowhere taught me the importance of collaboration and the ability to look at a task from many perspectives. Everything we created for Middle of Nowhere was executed with attention to absolute detail.

Oil Painting on Canvas

Williams River Honey is a family run beekeeping business based in the heart of the Hunter Valley. The Hunter Valley is a wine and food region, populated with many boutique businesses. The idea for this logo was to find a balance between a rustic design and a contemporary feel to set the brand apart. 

The logo needed to be applied to honey jars and suited to range of assets such as business cards and uniforms. Williams River Honey is farmed on many different locations. This  changes the flavour but more noticeably, the colour of the honey. With this is mind I designed a logo that allowed the honey to be the main feature with a simple linear overlay. The translucent design allows the beautiful product to feature as the imagery pays homage to beekeeping and its Australiana roots. 

Jaguar approached The Urban List to help launch their E-PACE model to Australian millennials in the most culturally relevant way. The brand needed to generate as much social noise as possible to break down the barrier of Jaguar’s perception as being inaccessible. Our key insight was that 80% of our audience say they are likely to know their desired next car before arriving at the dealership. The Strategy was to tap into the passion points of Australian millennials. This way we could harness the power of social media to inject Jaguar onto their consideration set. We created an E-PACE bot, designed to create a direct line of conversation between Jaguar and our audience. The bot hosted a scavenger hunt in Melbourne and Sydney for one weekend only. In the lead up, users were interacting with the bot for their chance to play. The campaign was also supported with a video content series and targeted display campaign. For this project, I collaborated on strategy, development of the bot and led the design roll out. 

I have always had a love of illustration and have worked on a wide range of commissioned projects for both private clients and publishers such as The Collective.