Koko Black / Mother's Day
'More than ever’ was the theme for Koko Black’s 2020 Mother’s Day Campaign. Given many celebrations were interrupted due to the pandemic, a bright and optimistic campaign was created across all physical and digital touchpoints to celebrate Mums more than ever.
CREATIVE DIRECTION / ART DIRECTION / PACKAGING DESIGN / FINISHED ARTWORK
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Country Road / Denim Re-launch
2017
As the creative lead in repositioning Country Road's denim offering, I developed a new sub-brand to enhance the product range. Applications included the design of all ticketing and labelling, fit guides, marketing collateral and VM execution.
CREATIVE STRATEGY / ART DIRECTION / DESIGN MANAGEMENT
T2 / Chai Campaign
2022
A bright bold take on centuries old tradition. This campaign, inspired by the bold bright colours of India was created entirely in-house under my creative direction. From initial ideation through to delivery of final assets, the T2 Chai campaign delivered a clear and consistent approach across every customer touchpoint.
CREATIVE DIRECTION / ART DIRECTION / DESIGN MANAGEMENT
Saltram Wines / Brand Relaunch
2000
Celebrating the tradition and heritage of the Barossa Valley since 1859.
LABEL DESIGN / BROCHURE DESIGN / DESIGN MANAGEMENT
Thurley / Winter Campaign
2009
Luccello / Brand Identity
2015
Located in Melbourne’s curious and iconic Nicholas Building, Luccello supplies vintage haberdashery and fancy goods. Working as a freelance brand and design consultant, I created the brand identity and packaging design for a huge amount of bountiful bits and bobs.
CREATIVE DIRECTION / BRAND IDENTITY / PACKAGING DESIGN / PRODUCTION MANAGEMENT
Country Road / Work-Life Campaign
2017
To celebrate the launch of Country Road’s back-to-work collection, I led the internal creative team to deliver the 2017 WORK/LIFE campaign. Deliverables included the creative direction and design execution of all physical and digital communications.
ART DIRECTION / DESIGN / FINISHED ARTWORK / PRODUCTION MANAGEMENT
Smiggle / Product Design
2009
The ultimate creators of colourful, fun, fashion-forward stationery.
In 2009 I worked within the Smiggle Design Lab to create an
abundance of original, fun and colourful products and stationery.
PRODUCT DESIGN / FINISHED ARTWORK
David Jones / Rewards Launch
2019
Launched in 2019, The David Jones Rewards Program was designed to strengthen the connection of millions of customers around Australia to recognise and reward their loyalty. The campaign introduced customers to a modern interpretation of David Jones’ most recognisable brand texture - the houndstooth.
CREATIVE DIRECTION / DESIGN MANAGEMENT
David Jones / The Art of Living
2019
To celebrate the launch of David Jones’ AW19 Campaign 'The Art of Living', MONA played host to an immersive two-day media launch. The collateral was designed in collaboration with Melbourne artist, ‘Spenceroni’, to create a strong injection of colourful graphics that featured throughout all physical and digital touch points.
DESIGN / FINISHED ARTWORK / PRINT MANAGEMENT
David Jones / Elizabeth St
2018
To celebrate the launch of David Jones' Designer Shoe Floor in the newly refurbished Elizabeth Street store, an exclusive media invitation was designed to echo the iconic arch windows of this heritage listed building.
DESIGN / FINISHED ARTWORK / PRODUCTION MANAGEMENT