branding & design

With more than 20 years’ experience across branding, communications and creative production, I bring together strategic insight, creative direction and a deep understanding of the design process to build brands that are distinctive, purposeful and audience-focused.

This portfolio highlights a small selection of my design projects and client case studies across visual identity, marketing and digital experiences, all created and implemented in-line with my comprehensive and cohesive brand and communications strategies.

my work flow

Although my clients, brands and projects vary, my process always remains the same:

Discover → Define → Design → Deliver → Grow

DISCOVER

Understand the people, purpose and opportunity.

DEFINE

Positioning, personality, archetypes and voice.

DESIGN

Turn strategy into visual identity and creative expression.

ACTIVATE

Bring the brand to life across content and touchpoints.

GROW

Embed the brand through mentoring, leadership and ongoing strategy.

FIND OUT MORE

BRAND STRATEGY, WITH A LITTLE PERSONALITY

I don't believe strategy has to live exclusively in a 40-page document.

I've developed my own archetype system called The Brandimals©, a cast of character-led brand personalities that turn abstract brand strategy into something visual, tangible and memorable.

Meet the Brandimals

CLIENT
CASE STUDIES

Behind every successful brand is a story, a challenge and a moment of transformation.

These case studies explore the thinking behind the work: the insights that shaped the strategy, the creative decisions that brought ideas to life, and the outcomes achieved through purposeful brand storytelling.

feature case study

Image by Sam De Souza Photography

grace basketball

BRAND TRANSFORMATION

Working alongside Australian basketball legend Ricky Grace, I developed a comprehensive brand strategy to help evolve Grace Basketball and G League beyond their existing identity. From brand positioning and tone of voice to content strategy, creative direction and team mentoring, this project transformed not just the brand, but the way it was brought to life every day.

Explore the project