I was tasked with developing a brand identity for a premium beauty product line. The design brief called for a clean, minimalist aesthetic with a warm and inviting feel.

Full design and brand identity creation for "epiQure by Qantas Frequent Flyer," the Qantas wine and food community.

This involved creating core brand elements (stationary, packaging) and a cohesive visual language across various touchpoints - website, emails, catalogues, magazine ads, seasonal campaigns and events. My role also encompassed brand custodianship, ensuring consistency across the brand over a 3-year period.

Agency credit: M&C Saatchi

This digital Renovation Guide for RenoNow, a specialist renovation lender, aimed to empower customers on their journey to dream homes. The focus was to create a user-friendly, inspirational experience. Think lifestyle magazine meets renovation roadmap – a comprehensive guide that simplifies the process and ignites excitement for the project, all without feeling like a typical "bank" publication.

Agency credit: The (Contented) Copywriter

Woolworths Group established W23, a venture capital arm designed to foster strategic partnerships.

My role encompassed crafting the brand identity, including a modern logo, and subsequently developing a comprehensive brand toolkit.

This included creating brochure concepts, presentation templates, a website, and internal branding to ensure consistent brand application across all platforms.

Celebrating Australia's vibrant wine industry, this series of educational programs, designed for Wine Australia, aimed to elevate the global perception and demand for our exceptional wines and wine tourism experiences.

We crafted visually stunning guides and presentations, delving into key Australian wine regions, grape varieties, and captivating themes like "Old Vines" and "Sparkling Gems." This project went beyond dry facts, becoming a stylish and informative journey.

This email series for Myer One's onboarding campaign aimed to seamlessly welcome new members and unlock the program's full potential.

We designed a series of stylish and functional emails that educated users on all the program's benefits, guiding them towards maximizing their experience. A welcoming introduction that empowers new members to become Myer One insiders.

Agency credit: Tortoise & Hare

v2food was founded with a commitment to help feed the world's rapidly growing population by creating a version 2 of food.

The challenge was to create a complete brand identity that resonated with all dietary preferences, while simultaneously propelling the plant-based movement forward. While being a brand custodian and continuously evolving the v2 brand, I created everything from extensive brand guidelines to packaging rollout, campaigns across all channels, social media, events, exhibitions, trade shows and anything and everything in-between.

Agency credit: Studio Solis

The Tax Institute, Australia's leader challenged us to design a captivating series of publication covers. Our approach? Merging contemporary illustration with clear visual storytelling. Each vibrant cover artfully emphasized the publication's topic, ensuring instant recognition and piquing the interest of tax professionals. This project showcased how design can elevate complex information, making tax education not only informative, but visually engaging.

Agency credit: Principals

My logo design experience spans a wide range of startup ventures, from delicate logos for jewellery shops and beauty products to the more corporate world of real estate. I take pride in creating visuals that embody the essence of each brand.

Capto Collective, a forward-thinking consulting firm, challenged us with creating their brand identity.

This project encompassed everything from the creation of a logo to a cohesive brand image system. We ensured seamless application across both traditional stationery and digital platforms. The resulting brand identity exudes professionalism, modernity, and a touch of style, perfectly reflecting Capto's dedication to empowering clients with forward-thinking solutions.

I created a brand identity for Nurtured Therapy that bridges the gap between professionalism for parents and a fun, engaging experience for children.

Considering their work with children aged 5-17, the design incorporates playful elements that resonate with younger clients, while maintaining a sense of trust and security that appeals to parents. The identity consisted of logo, website, window, flyer, stationery and a few playful items.

I have designed several playful tea-towel collections that add a touch of fun and vibrancy to the kitchen. One series features illustrations and step-by-step instructions, transforming a tea towel into a functional recipe reference. Another collection showcases cocktail recipes with stylish illustrations.

Agency credit: Nic Draper

I designed a clean and adaptable brand identity for Amex Connect, a program bringing together benefits and experiences for Amex Card Members. It seamlessly integrates with the Amex brand while maintaining a unique style to effectively present membership offerings. Roll out included brand guidelines, booklets, leaflets and web banners.

Agency credit: M&C Saatchi

I revitalized the Silver Cross brand image through the design of seasonal brochures showcasing their new product range.

Silver Cross, the world's oldest nursery brand but it needed a refresh to maintain its competitive edge. My design approach incorporated eye-catching photography, playful textures, a modern color palette, and delicate illustrations. This combination breathes new life into the brand, appealing to a contemporary audience while retaining Silver Cross's heritage and trust.

Agency credit: The One Off

Schools First is a charitable organization dedicated to fostering strong partnerships between schools and their communities.

I designed a brand identity to embody these core values while maintaining a playful and approachable tone.

The adaptable ‘doodle diagram’ visual style serves as a versatile foundation for various applications, with the logo centrally positioned to symbolize Schools First as a focal point within the community.

I designed a versatile logo for Puddleduck Agency, a boutique creative communications agency specializing in lifestyle,hospitality, and travel. The design allows for flexibility within the application piece, meaning the logo can be adapted to seamlessly integrate with different visuals or backgrounds depending on the target audience or project at hand. This adaptability reflects Puddleduck Agency's multifaceted approach.

This brand identity for WooliesX (the data and digital team at Woolworths) extends seamlessly across various brand touchpoints, including stationery, posters, mugs, and pens.

The design approach prioritizes clean lines and a sophisticated aesthetic, reflecting WooliesX's focus on innovation and forward-thinking strategies. Accompanying brand guidelines ensure consistent application across all materials, strengthening brand recognition and fostering a cohesive team identity.

Agency credit: Tortoise & Hare