My Work
Sendala
Brand Development
Brief: Sendala manufactures and provides reusable 'packaging as a service' for e-commerce brands. We needed to design a memorable and impactful brand that would appeal to their core e-commerce audience.
Idea: Taking the brand idea of 'simply circular', we created a visual language that represented the circular economy in a modern and unique way. The minimal, bright palette gives a distinct tech flavour, with motion embedded into the fabric of this digital-fist brand.
My role: Ideation, design (still in development).
Work completed while working at Type + Pixel
Niecon
Rebrand
Brief: Now in its third generation of property developers, Niecon needed a brand refresh that paid homage to the legacy of the company and its Greek heritage, but also gave it a fresh, contemporary feel.
Idea: We embedded the impressive developments from the past into the new brand in a refreshingly elegant, simple, and modern style.
My role: Initial concept, design, execution and roll out.
Work completed while working at JSA / HERO
Aveo
Integrated Campaign
Brief: Make older Australians and their families aware of Aveo’s range of aged care options.
Idea: Through our research, we discovered that most people found the conversation about care really difficult to broach, so we showed how having a tough conversation can actually bring you closer. 'Care Conversations' took a documentary-style approach that spanned across TVC, online advertising, social media, radio, and print. Aveo experienced not only an uplift in sales but also had aged care professionals ringing in to tell us how much they loved the TVC. And most importantly of all; people started having those conversations.
My role: Ideation, art direction of film & photography, and design.
2022 BADC Awards:
Online Film — SILVER
Work completed while working at JSA / HERO.
Production by Light + Shade. Photography by Jack Harlem.
Queensland Police Service
Integrated Campaign
Brief: The Queensland Police Service asked us to create a recruitment campaign to increase the diversity and quality of applicants.
Idea: ‘You’re made for it’ was an integrated campaign using confronting stories from a diverse range of real QLD police officers. These stories of trauma and lived experience showed that great police officers aren’t born, they’re made. Every tough time they have experienced has made them who they are today; the kind of person we want as the next generation of police.
We also created a new recruitment website with an eligibility test to help increase the quality of the applicants.
My role: Ideation, storyboarding, art direction of film & stills, design, and roll-out.
Work completed while working at JSA / HERO
Production by Blacklab
Children's Rights Queensland
Rebrand
Brief: Develop a brand for Children’s Rights Queensland, and come up with a Children’s Week activity idea that could be executed state-wide while in lockdown.
Idea: Invite the Children of Queensland to participate in a competition to design a letter that would be used to inspire a very unique brand font that became a visual expression of their collective voice.
Execution: Hundreds of children across the state entered the competition and submitted a wide range of creative ideas. We took these drawings and illustrated over 150 individual letter forms to create the brand font called TypeRights.
My role: Initial concept, design, execution.
2021 BADC Awards:
Typography Campaign Design — GOLD
Charity Brand Design — SILVER
Work completed while working at JSA / HERO
Brumby's Bakery
Brand Campaign
Brief: Until 2021, Brumby’s had only ever created product-focused ads. They asked us to define their point of difference and create a national campaign that would connect with the communities they serve.
Idea: ‘Local, born & bread’ is about people, connections, and being an integral part of the local community. We amplified the campaign with a three-stage media mix; awareness (TVC, radio, organic social), consideration (local social media influencers & PR), and action (paid social, POS, OOH).
My role: Ideation, art direction, design.
Work completed while working at JSA / HERO
Production by Blacklab
Kaîya the Label
Brand Development
Brief: Create a brand for a casual but classy fashion label aimed at 18 to 24-year-old women with a bohemian, chic aesthetic.
Sadly the brand had funding pulled and never got to see the light of day, but I still love the brand!
My role: Concept and design.
Work completed while working at Invue
Hunkemöller
Working in-house for Europe's biggest lingerie brand, I created 360° ABL and BTL marketing campaigns to shift their demographic to a more trend- and fashion-focused young woman. Within three years, we exceeded the expected results by achieving a 41% increase in positive brand perception among our target audience.
My role: Ideation, strategy, branding, visual identity, copywriting, art direction of design, film, and photography.
Work completed while working at Hunkemöller
Photography by Petrovski & Ramone