Hello, my name is Leah — An internationally awarded Art Director with over 12 years' experience in creating and building brands.
Former Design Director at Studio Round and Creative Lead at Sydney Opera House, my approach is collaborative and grounded in strategy. Having worked with clients from small local startups to international icons, I understand the vernacular needed to attract and connect with a diverse range of audiences. Currently open to freelance, collaborations and project work big or small. Get in touch for a chat.
In 2013, MSO had faced the fact its fan base was ageing and subscriber numbers were plateauing. In a city that seems to host a new cultural festival each week, MSO needed to dramatically shift to engage a more diverse audience. Round worked closely with the team at MSO to create a revolutionary new strategy and identity designed to redefine the organisation’s vision and image. As an homage to its classical roots, the new identity was inspired by the calligraphic features familiar to this genre. With these bold typographic foundations, my role was to create a system with the new identity to work across a spectrum of offerings; ranging from the classic through to the more contemporary. Alongside producing iconic imagery for brand campaigns, I also defined a moving image direction capturing the emotion of sound by translating the imagery into simple, emotive motion.