Client: Solahart

Role: Campaign creative design, rollout.

Business problem: Strengthen Solahart’s position against low-cost, low-quality competitors and help dealers drive sales momentum in the core water heater categories. 

Design approach: The concept centres on a single visual & verbal idea: ‘flow’. The headline ties that idea to money, while the hero image captures the comforting warmth of a hot shower. This shift, from a one-time discount message to continuous, long-term savings, reframes Solahart’s value proposition around durability rather than price.

Client: Domino’s.

Role: Graphic design, visual identity.

Business problem: Develop a cohesive logo suite for Domino’s new side dish range. Each logo needs to be distinctive, helping customers easily navigate the range while reinforcing Domino’s brand identity.

Design approach: Each product category has its own distinct personality while remaining clearly connected to the master brand. This balance is achieved through a consistent typographic system, scale of the Domino’s tile and a considered, limited colour palette.

Client: HomeHQ Artarmon.

Role: Visual identity, style guide creation.

Business problem: The homeHQ brand was feeling dated and in need of a refresh.

Design approach: I developed a flexible design language derived from the logo’s square motif, along with a defined colour palette. The resulting identity ensured consistency while allowing for scalable application across marketing collateral and signage.

Client: Regis aged care.

Role: Art direction, graphic design, retouching, typesetting, finished art.

Business problem: Regis required an awards brochure, outlining categories and criteria, alongside a voting form for their national awards ceremony.

Design approach: Centred around celebrating compassion, professionalism and community within the organisation, the visual direction reflects the warmth and positivity of Regis’ care environment.

Client: Reed Exhibitions.

Role: Art direction, graphic design, rollout, finished art.

Business Problem: Develop an empowering campaign that drives attendance and engagement. Aimed at registered nurses new to general practice, and current practice nurses seeking to upskill. The creative must not undermine current abilities.

Design approach: By aligning the language, typography, and imagery, this design frames further education as a natural extension of a medical professional's existing expertise. The hero imagery – a mature tree cradled by supportive hands – symbolises ongoing development, honouring existing skills while fostering growth in a respectful, non-restrictive way.

Client: Challenger

Role: Graphic design, visual identity, data visualisation.

Business problem: As a financial services provider covering complex areas like funds management and retirement planning, Challenger needed its annual reporting suite to communicate dense financial and regulatory information clearly, without overwhelming a broad audience of investors, advisers and everyday customers planning for retirement.

Design approach: Complex financial data was broken down using custom iconography, infographics and data visualisation, paired with a clean, consistent layout across the full reporting suite. This made dense content easier to navigate while reinforcing a single, cohesive brand across every document in the suite.

Client: Federation Centres.

Role: UI design.

Business Problem: Freebies, Federation Centres’ customer rewards program, needed a mobile app and kiosk displays UI refresh.

Design Approach: By refining the brand colour palette, updating the visual style, and reducing drop shadows, we created a cleaner, more modern interface. This streamlined the user experience and reduced mental effort.

Client: St.George Queensland Reds.

Role: Visual identity, graphic design, rollout.

Client: HomeHQ Artarmon.

Role: Art direction, graphic design, layout, typography, typesetting, artwork rollout and finished art.

Client: Reed Exhibitions.

Role: Art direction, graphic design, campaign creative, visual identity, rollout.

Design approach: The creative leads with mood over message. Rather than depicting a spa environment directly, the image captures the physical and emotional stillness a spa experience delivers. The generous negative space keep the visual uninterrupted, letting the imagery carry the brand’s premium, editorial tone. 

Client: Reed Exhibitions.

Role: Art direction, graphic design, visual identity, rollout.

Business problem: Attract and engage hair and beauty industry professionals to increase exhibition attendance.

Design approach: I aimed to position the event as a platform for leading suppliers and emerging trends. The edgy hero image, bold contrasting graphic elements and candid photography creates confidence and excitement; a visually engaging experience. These attributes reinforce the brand’s credibility and present it as a trusted authority within the industry.

Client: Vicinity Centres (formerly Federation Centres).

Role: Art direction, graphic design, layout, typesetting, rollout, finished art.

Business Problem: Shift the centres’ public perception from purely "functional" (i.e., just for grocery shopping) to engaging, family-friendly destinations. Increase foot traffic, drive deeper customer engagement.

Design Approach: The visual strategy uses nostalgic, high-energy carnival visuals to create an immediate sense of excitement, wonder, and fun. The design deliberately targets families with young children by combining interactive physical cues with straightforward digital entry paths.

Client: Lendlease

Role: Art direction, graphic design, typesetting, finished art.

Client: Stockland.

Role: UI design.

Client: Centro.

Role: UI design.

Client: Mi Beauti.

Role: Design and layout.