12+ years of

experience

spanning design,

strategy and

global brands

across three

creative cities:

Sydney, London

and New York.

Coca-Cola

Seniors are vibrant, curious and influential.
The design needed to reflect their energy, diversity and potential - not age.

Transforming global research on older consumers into an engaging editorial publication that challenged traditional stereotypes.
Agency: BAMM (London) - Lead Designer
Art Direction · Editorial Design · Client & Print Liaison
Impact: Distributed to Coca-Cola's internal marketing and brand teams globally and used as a focal point at an international meeting in Monaco.

Brand Identity

& Art Direction

Building a visual world for the future —
turning emerging cultural and consumer foresights into a distinctive creative identity.

Creating eight hero visual assets for Future Possible, The Mighty Shed’s innovation foresights platform. The imagery established the visual direction for the brand and inspired how the Future Codes were brought to life across the digital experience.
Agency: The Mighty Shed (London) - Senior Associate Creative Partner
Creative Direction · Art Direction · AI-Assisted Image Making · Visual Identity · Digital Design · Visual Storytelling
Impact: Established the core visual language for Future Possible, with the assets informing the platform’s wider brand identity and extending across web, motion and social applications.

TK Maxx

Bringing an Australian national campaign to life across 100+ assets, formats and customer touchpoints.

Translating TK Maxx’s campaign creative into a cohesive suite of print, digital, social and in-store executions for the Australian market — adapting layouts and creative across formats while protecting the energy and consistency of the original campaign.
Agency: SBM Marketing - Freelance Lead Graphic Designer and Artworker
Asset Rollout · Campaign Adaptation · Digital & Print Artworking · Resizing & Reformatting · Production Design
Impact: Delivered 100+ production-ready assets for nationwide rollout, maintaining a strong and consistent campaign presence across multiple formats and customer touchpoints.

Samsung Ads

Turning complex advertising insights into clear,
engaging visual storytelling for both executive and external audiences.

Redesigning a strategic report, creating a stronger visual identity, and transforming dense information into a polished, accessible communications piece.
Freelance - Lead Graphic Designer
Art Direction · Visual Storytelling · Information Design · Direct Client Liaison
Impact: Adopted for Samsung Ads board meetings and published as a downloadable report for its wider online audience.

Cheesecake Shop

Transforming hundreds of raw product photographs into polished,
appetising imagery for a major digital brand refresh.

Retouching 250+ cake images for The Cheesecake Shop’s new website, creating a consistent visual treatment across the full product range while maintaining the warmth and handcrafted quality of the brand.
Agency: Elevencom Advertising- Freelance Lead Retoucher & Graphic Designer
Product Retouching · Image Editing · Colour Correction · Lighting & Texture Enhancement · Digital Asset Production
Impact: Delivered 250+ production-ready product images used across The Cheesecake Shop’s new website and social channels, creating a more consistent and polished digital presence.

Bakery

Packaging Design

Turning original illustration into a playful brand identity
and packaging system with personality, warmth and shelf appeal.

Developed a visual identity and packaging direction for a coffee and donut brand, using my original illustrations as the foundation for a flexible system across packaging, takeaway and in-store touchpoints.
Freelance - Lead Graphic Designer
Brand Identity · Packaging Design · Illustration · Art Direction · Print Design · Visual Systems
Impact: Created a cohesive brand world that translates distinctive illustration into commercially relevant packaging and customer touchpoints, from donut boxes and takeaway cups to bags and in-store graphics..

London Stag Map

Turning a weekend itinerary into a bespoke piece of design.
Part map, part guide and part keepsake.

A custom illustrated map that brought together 20 London pubs, travel routes and timings into one playful but practical piece of visual communication.
Freelance - Lead Graphic Designer
Art Direction · Information Design · Map Design · Typography & Layout · Print Design
Impact: Created a unique, functional guide that helped the group navigate the weekend while doubling as a personalised keepsake from the event.