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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Smiggle / Product Design

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

T2 / Chai Campaign

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

Country Road / Denim Re-launch

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

Country Road / Work-Life Campaign

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

Koko Black / Xmas Packaging

The 2021 Koko Black Christmas collection was conceived together with Melbourne design agency, Studio Round. Over 100 products were executed in-house, from packaging engineering to finished artwork, to deliver a modern collection of premium gifting.

DESIGN MANAGEMENT / FINISHED ARTWORK / PRODUCTION MANAGEMENT

Country Road / Kids Spring Campaign

Art direction and design for the 2015 Kids Spring campaign. The campaign was executed across all physical and digital touch points, including a 16 page fold out catalogue.

ART DIRECTION / DESIGN MANAGEMENT

Kmart / Home Fragrance

Taking inspiration from The Australian Outback, the entire Kmart Home Fragrance collection was re-imagined. The range gained enormous success, including reed diffusers, soy candles, essential oils with new fragrance profiles, packaging design and product naming.

CREATIVE DIRECTION / PACKAGING DESIGN / COPYWRITING / FRAGRANCE SELECTION

Thurley / Winter Campaign

Koko Black - A World of Desserts

Koko Black’s A World of Desserts reimagined the retail experience, transforming each store into a contemporary pâtisserie — a place of discovery, indulgence and delight. From creative direction through to product naming and packaging design, the collection invited customers into a richly layered, sensory world inspired by iconic global desserts. More than a collection, A World of Desserts was an immersive brand moment — transporting customers beyond chocolate into a curated world of flavour, craft and imagination.

CREATIVE DIRECTION / ART DIRECTION / COPYWRITING / PACKAGING DESIGN / FINISHED ARTWORK

T2 Tea / Festive Campaign

A celebration of gratitude and happiness was the theme for T2’s 2021 festive season. The ideation and entire rollout of the campaign was designed in-house to showcase a connected, playful and celebratory campaign that would create a ripple effect of positive emotion throughout every customer touchpoint.

CREATIVE DIRECTION / DESIGN MANAGEMENT

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