Former Design Director at Studio Round and Creative Lead at Sydney Opera House, I have over ten years’ experience in creating and building brands.
My approach is playful yet strategic, with the belief that design is a tool to bring life to brands beyond ‘just a logo’. My experience is diverse and multi-disciplinary. I have worked with small organic startups to large scale property developers. With local cultural festivals to Australia’s leading cultural icon.
I am a collaborator, contributor and leader. An occasional guest lecturer and keynote speaker. And keen world traveller. I am currently looking for new opportunities — get in touch for a chat.
Loving Earth — Designing for international popularity
Loving Earth has been leading the Australian organic food movement since 2007, and although they had developed a loyal, cult-like following, their broader commercial cut-through struggled. With the organic industry cleverly aligning itself with the fine food market, we recognised the need to reposition Loving Earth. Starting with this strategy, my role was to over-haul the packaging and visual elements of the brand, whilst retaining the heritage and spirit of the brand. Creating a simple system, flexible enough to be implemented across new flavours and new ranges, we introduced a new visual language, full of personality. The success of this rebrand catapulted the brand throughout Australia and overseas, resulting in an ongoing relationship with the client for many ranges to come.