Clarity before commitment
Most brands don't fail because the idea is wrong.
They fail because nobody outside the building understands what it is.Vague positioning costs money. Unclear identity loses customers before the conversation starts. A brand that can't communicate its value simply, in a logo, a tagline, a single page, is a liability at every stage
of growth.That's the problem I solve.
I'm a Perth-based graphic designer focused on brand identity, design systems, and editorial work. The kind of design where strategic thinking and craft have to coexist. My work is built to give founders, businesses, and organisations the clarity that makes everything downstream work better: marketing, sales, team alignment, and execution.
Before returning to university as a mature-age student to complete a Bachelor of Design at Curtin, I spent 14 years at Accenture and nearly a decade in UK broadcast and print media.
That background means I come to every brief with production discipline, structured thinking, and the ability to communicate complex ideas simply, with skills that show up in every round of work, not just the first concept.
I'm currently completing Award School (the industry's benchmark for concept-led creative thinking)
and was shortlisted as an AGDA Finalist 2025 for publication design.I don't take on every project. I work where clarity will materially affect the outcome, and where the work is worth doing properly.
HOW IT WORKS
HOW IT WORKS
Every project starts with the brief. Not a mood board, the brief. What are you bringing to market, who is it for, why does it matter, and how is it different from everything adjacent to it.
That thinking shapes everything that follows. Concept, execution, and final artwork are all downstream of a brief that's been properly interrogated.
Engagements are collaborative, focused, and honest. You'll get direct conversations, clear rationale behind every decision, and work that's designed to surface what matters not hide it.
WHAT I DO
BRAND IDENTITY
A complete visual identity built to communicate what your business actually is, not just a logo in isolation, but a considered system that holds together across every context it needs to perform in.
This includes naming and positioning input, logo and mark development, colour and typography systems, brand guidelines, and rollout-ready artwork across print and digital.
The result is a brand that works on the first impression and the hundredth.
FOR: founders launching something new, businesses that haveoutgrown their current identity, organisations preparing for a significant moment.
DESIGN SYSTEMS
A set of rules, components, and standards that makes your brand consistent, whether it's being applied by you, a team, or an external supplier.
This is the work that sits behind the visible identity: the guidelines that prevent brand drift, the templates that make execution fast, the logic that means every touchpoint looks intentional rather
than accidental.FOR: growing businesses where multiple people are producing communications, organisations managing
a rebrand rollout, teams who need to produce at scale without losing quality.EDITORIAL & PUBLICATION DESIGN
Long-form design for content that needs to hold attention across pages: reports, books, magazines, proposals, and event programs.
Typography, layout, and hierarchy working together to make complex information readable and the reading experience itself a reflection
of the quality of what's inside.FOR: organisations publishing reports or research, businesses producing high-value proposals or capability statements, events needing printed materials that communicate seriousness.
Awards for
a-z of japanese way finding
AGDA FINALIST 2025
ENTIRE BOOK
STUDENT PRINT & PUBLICATION