Person with shoulder-length hair and beard smiling and laughing in a dimly lit social setting with pink and purple lighting, with a drink in front.

My Journey

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My Journey *

Born in Western Sydney, shaped by the creativity of the Inner West, and now based on Sydney’s Northern Beaches, my journey has always been guided by a love of art and design.

I started in the arts, drawn to street art and the bold printmakers, artists, and designers of the 60s and 70s. Studying Fine Arts at Sydney’s Enmore Design Centre fueled my passion for visual storytelling, which naturally evolved into graphic design, also studied at Enmore.

After graduating, I moved to London and worked as a graphic designer, photo retoucher, and printer in Fitzrovia. There, I collaborated with production houses, fashion brands, and design agencies, experiences that expanded both my technical skills and creative perspective.

Returning to Sydney in 2011, I began freelancing in the hospitality sector, working with venues and brands including Black Star Pastry, Two Chaps, Earl’s Juke Joint, The Courthouse Hotel, Little Marionette, Young Henrys, and The Rocks Brewery.

A man with long blonde hair, sunglasses, and a black cap sitting on a car tire on a dirt road, holding a skateboard with a black and yellow design, in a rural area with sparse trees and a cloudy sky.

In 2017, I joined Urbanest Student Accommodation as their sole in-house designer. I developed design systems, championed brand consistency, and worked closely with stakeholders, investors, and marketing teams. This work culminated in leading the 2019 brand refresh, redefining the company’s visual identity across corporate and customer-facing systems.

Following Urbanest’s acquisition by Scape Group, I continued managing design across Scape, Urbanest, and Atira. Highlights included the Scape Student Living brand refresh, Scape Living (BTR), Scape Eats, Artscape, Varsity Group Asia, and the full brand design and development of Hotel Hacienda.

More recently, I worked as a Senior Graphic Designer at Rivyl branding agency. There, I collaborated with other designers across a wide range of industries, including healthcare, education, FMCG, personal coaching, sport brands, and construction. I’m now fully focused on freelance work, partnering with clients across hospitality, construction, sports, healthcare, FMCG, and education, helping brands connect with their audiences through thoughtful, strategic design.

I’m driven by a belief that great design tells a story, one that connects people, builds trust, and brings ideas to life with clarity and purpose.

Select Works

A curated showcase of design work, from brand identity to campaign creative, highlighting thoughtful, strategic design in action.

EXPLORE MY WORK
A colorful advertisement for Scape Student Living featuring diverse students smiling and walking together on a city street, with the text 'Live Play Stay' and 'All-inclusive student living' on a pink background.
A multi-story hotel building with dark gray brick exterior and colorful mural art at street level featuring cacti, a hummingbird, and abstract geometric shapes. The hotel sign reads 'Hotel Hacienda' and the building has balconies on each floor. The s
Purple delivery van with 'plumo' logo and slogan 'Supply Made Simple' parked against a light purple background.
Laptop displaying a website for the WQA Convention 2025 with a large yellow circle and the words 'INNOVATE BREAKING BOUNDARIES' on the screen, and an overlay showing conference information and schedule.
A woman sitting at a dining table in a restaurant or bar, holding a glass of water with a straw, smiling, with city lights in the background at night. The word "LIVING" is written across the image.
Multiple skateboard decks with designs featuring laser eye motifs, swirling topographical lines, and brand logos, displayed on a light grey surface.
Colorful streetcar with abstract graffiti art in an urban setting.
A long outdoor construction wall with black, white, and red graphics and text promoting Varsity, a property development project. The wall features the words 'ELEVATING PROPERTY INVESTMENT TO NEW HEIGHTS' and images of children climbing on a playgroun
Person holding a white takeaway coffee cup with a lid, with 'El Chapel' and an address written on it, against a black and white checkered background.
A person stands on a dock by the water at sunset, with boats and houses along the shoreline, and a pink and purple sky with a sunset. Overlaid text says 'Come Rise' with a minimalist sunrise and clouds illustration.

Let’s Dive In

Whether you’re starting fresh or ready for a full rebrand,
I’d love to chat and see where the tide takes us.

REACH OUT

My Services

Every project starts with a good chat.
Whether you’re refreshing your brand
or starting something new, I’ll work with
you to create design that feels just right.

    • Brand strategy & positioning

    • Logo design & visual identity systems

    • Brand guidelines

    • Naming & tone of voice support

    • Rebrands & brand refreshes

    • Art direction

    • Campaign creative

    • Photography & video shoot direction

    • Copywriting & messaging support

    • Design systems & templates

    • Brochures, menus, and sales collateral

    • Packaging & labels

    • Stationery & signage

    • Maps, floorplans, and diagrams

    • Event and exhibition materials

    • Website design (UI/UX)

    • Digital campaigns & advertising

    • Social media assets

    • Email marketing templates

    • Presentation design

    • Signage & environmental graphics

    • Site layout maps & floorplans

    • In-venue branding

    • Window graphics & murals

    • Monthly design support for in-house teams

    • Content updates & seasonal campaigns

    • Brand consistency reviews

REACH OUT