Who I am
What I do
Capabilities
I'm a freelance Art Director and Senior Brand Designer who brings together creative thinking, business strategy and hands-on experience to build stronger brands. From the first idea through to final execution, I enjoy finding fresh approaches that make a difference for both the brand and the business.
My career has been shaped by extensive experience in the wine and beverage industry, working with established brands to develop identities, packaging, campaigns and retail programs. That experience has shaped how I approach design, balancing creativity with an understanding of the customer, the market and what a business wants to achieve.
I'm naturally curious, collaborative and always open to new ideas. I enjoy challenging the expected, exploring different directions and working closely with clients to find solutions that are both creative and practical.
For me, the best work comes from open conversations, shared ideas and building relationships that last beyond the project.
Good design starts with curiosity. Understanding the brand,
asking the right questions and exploring ideas that can make
a real difference.
My work spans brand identity, naming, packaging and the many ways a brand comes to life. I enjoy challenging the expected, finding fresh approaches and creating work that not only stands out but makes sense for the brand and the business.
Just as important to me is building strong, lasting relationships
with the people I work with. I believe the best results come from collaboration, open conversations and a shared commitment to getting it right.
I work with businesses to build new brands, refresh exsisting
ones and bring ideas to life across packaging, retail and digital.
My approach combines creative thinking, business understanding
and the hands-on experience to take projects from concept
through to execution.
Brand Strategy & Development
Brand positioning, naming, concept development, visual research, creative direction, brand storytelling and refreshing established brands.
Brand Identity & Design
Logo design, visual identity systems, typography, colour palettes,
art direction, brand guidelines and consistent brand expression.
Packaging & Label Design
Packaging concepts, labels, CPG packaging, product line extensions, brand refreshes and production-ready artwork.
Campaigns & Retail Design
Marketing campaigns, point-of-purchase displays, retail signage, promotional materials, product launches, sales presentations and
in-store brand experiences.
Digital & Brand Communications
Website design, digital campaign assets, social media creative, presentations, digital graphics and adapting brand identities
across different platforms.
Creative Direction & Production
Creative leadership, concept presentations, collaboration with photographers and illustrators, supplier coordination, prepress,
colour management, and print production.