Upsizr
Brisbane, Australia
Creative Director / Designer
2023-NOW
Freelance creative working with forward thinking entrepreneurs to rebrand and scale early stage startups. Available for creative, branding, ecom design, digital media, print and packaging work.
Key highlights:
Branding, packaging and Shopify website for Kure - New Zealand grown pure and potent hemp-based remedies for skin, body, and mind.
Creative pitch to secure funding and talent for large scale movie to be shot in Queenstown, NZ early 2024.
Youfoodz
Brisbane, Australia
Creative Director
2016-2022
Led the comprehensive creative strategy and direction for the brand, orchestrating impactful campaigns and product enhancements across retail and online platforms. Established and expanded an in-house creative team from 4 to 22 members, comprising experts in food styling, photography, videography, digital, print, and packaging design, fostering a high-performance culture.
Collaborated closely with cross-functional teams - marketing, product development, and retail to drive the successful execution of innovative new product packaging for ready-made meals, snacks, and beverages. Spearheaded diverse campaigns spanning TV, website, email, and social media platforms, bolstering brand visibility and amplifying retail point-of-sale impact with an in-team, hands-on approach.
Key highlights:
Orchestrated the launch of high-profile campaigns featuring renowned figures like Daniel Ricciardo for the Fuel'd category, Guillaume Brahimi for the Signature range, and Natalie Gruzlewski for the core brand.
Instrumental in propelling a tenfold company growth, elevating revenue from $20M to $200M through innovative strategies and targeted brand initiatives.
Saint
Melbourne, Australia
Head of Digital
2015-2016
Entrusted with establishing the foundational design direction for the brand, I spearheaded the design, UI/UX, and seamless implementation of the advanced ecommerce platform for Saint's technical motorcycle apparel line. I led the crafting of captivating collateral for the Saint brand, including email campaigns, social assets, packaging, on garment labelling, retail point-of-sale materials, and comprehensive catalogues.
My oversight extended to directing and executing the production of impactful product photography and videography, through to the meticulous editing and retouching of the product imagery to enhance the visual appeal.
Key Highlights:
Orchestrated a successful overhaul, transforming the brand's online presence from an entry-level Squarespace template site into a robust, fully functional, and globally expansive ecommerce platform. This pivotal evolution not only elevated user experience but also broadened market accessibility across multiple territories and languages, leading to substantial global sales amplification.
Elevated brand perception, bolstered product appeal, and strengthened audience resonance through a meticulously executed and professionally curated visual narrative. This comprehensive approach significantly cemented the brand's position in the market, fostering a deeper connection with the audience.
2XU
Melbourne, Australia
Head of Design
2012-2014
As the steward of creative vision and design solutions across diverse product categories and media platforms globally, I led comprehensive advertising campaigns, directed hero and product photography, crafted print and iPad catalogues, engineered innovative product packaging and garment labelling, conceptualised and supervised store fit-outs and retail point-of-sale initiatives. My influence extended to the strategic overhaul of website design and implementation, as well as the orchestration of impactful email marketing and social media content.
A pivotal aspect of my role involved nurturing and leading a talented, multi-disciplinary in-house team, fostering a high-performance culture that delivered results. Reporting directly to the Directors, I effectively managed the team's output and streamlined workflow processes. Collaborating seamlessly with internal Category Managers, international distributors, and global suppliers, the creative direction significantly contributed to 2XU's exponential revenue growth during my tenure.
Key Highlights:
Spearheaded the creation of globally impactful campaigns for Ghost, XTRM, Triathlon, and Compression categories, amplifying brand visibility and market penetration significantly.
Pioneered the design and implementation of innovative catalogue iPad apps, revolutionising retailer engagement, user experience and most importantly sales.
Overhauled the compression packaging for over 50+ products, contributing to a distinctive in-store brand presence and increased shop-ability.
Miijo
Gold Coast, Australia
Creative Director/Founder
2005-2012
Pioneered Australia's premier online retail space dedicated to celebrity apparel and accessories, marking a groundbreaking entry into the industry at the time. As the driving force behind the business and its creative vision, I led the brand's inception, trademarking, and directed its creative strategy across diverse media platforms. My responsibilities encompassed the entire spectrum, from spearheading e-commerce website design to curating development strategies. Overseeing all marketing materials, including email campaigns, social media initiatives, and photography, I managed day-to-day business operations, which involved brand and product acquisition, supplier relations, negotiation, staff management, and inventory oversight.
Key Highlights:
Orchestrated overwhelmingly successful Australian online exclusive launch campaigns for Nicole Richie's House of Harlow and Winter Kate collections, as well as Kim Kardashian's Belle Noel jewellery range and Erin Wasson's Low Luv jewellery and the Italian U-Boat watch range. These launches not only captured the attention of the market but also heralded the beginning of online celebrity fashion collaborations.
Massive
Sydney, Australia
Art Director/Senior Designer
2003-2005
In this contract role I led creative and art direction while designing initiatives for flagship projects with prominent clients including Qantas, Telstra, and Vodafone. My leadership spearheaded a range of design-driven outcomes covering graphic design, user interface and experience enhancements, usability optimisation, wire-framing, branding, production, client interactions, and the creation of compelling pitch deck presentations.
Key Highlights:
Crafted the user interface and experience design for the First Class Suite Controller within the Marc Newson-designed Qantas A380 First Class Suites, delivering a seamlessly luxurious interaction experience for discerning passengers.
Developed an immersive Vodafone Australia SCORM compliant eLearning Suite, ensuring a user-centric design that facilitated an engaging and effective learning experience.
Led the creation of the user interface and experience design for the Telstra Personal Assistant, an online address book and voice-activated dialling application, optimising functionality and accessibility for users.
Sony Music
Sydney, Australia
Art Director/Senior Designer
2003-2003
In this contract role, I took charge of creative direction, user interface design, user experience, wire-framing, usability, branding, production, client liaison, and compelling presentations.
My focus centred on devising the strategy and direction for Sony Music's first foray into ecommerce - seamlessly integrating a web shop into the existing Sony Music Australia site.
This innovative platform allowed users to access artist, album, and song information, listen to previews, and seamlessly purchase full albums or individual tracks. My responsibilities encompassed designing user flows, interactions, and curating the overall look and feel of the platform.
Throughout the project, I collaborated closely with both internal and external developers, overseeing the entire development lifecycle from conception through testing to final implementation.
M&C Saatchi/Tequila
Sydney, Australia
Art Director/Senior Designer
2003-2003
During a short-term contract with the agencies, I assumed a pivotal role overseeing art direction, creative strategy, user interface and experience design, wire-framing, and design solutions for several high-value clients, including Audi, Blackmores, and HSBC.
Key Projects:
Led the creative and design direction for the Audi A8 launch micro-site, crafting an immersive online experience that effectively showcased the vehicle's cutting-edge features and innovation.
Directed the design and creative for a Blackmores' product launch website, ensuring an intuitive and engaging showcase that compellingly communicated product benefits to educate their customers.
Headed the creative development of an innovative online racetracker application for HSBC, drawing upon my experience with the Virtual Spectator yacht racing app to deliver an engaging and interactive experience.
Virtual Spectator
Auckland, New Zealand
Creative Director
2000-2002
As the driving creative force behind Virtual Spectator, I held a pivotal role in shaping the creative vision, strategy, branding, IP trademarking, and developing comprehensive design solutions spanning user interface, user experience, applications, and website development across television, print, and online platforms. Leading a diverse team across multiple locations in design, development, and production, I reported directly to the Board and managed crucial creative relationships with event rights holders and partners.
Virtual Spectator's pioneering journey began with its commission by Louis Vuitton, marking a historic milestone by introducing groundbreaking 3D online viewing of the Louis Vuitton Cup and America's Cup races. Our technology provided users with a transformative experience, enabling live, 3D viewing with real-time data directly from the boats. Users could select races, camera angles, and even access weather conditions on the course, as well as photos, video and commentary direct from the press boats offering unparalleled engagement and interactivity.
This groundbreaking success propelled the expansion of our technology's application across various live events, spanning motorsport, golf, cricket, and beyond.
Key Projects:
VS Sailing: Transformed viewer experiences across prestigious events like the America's Cup, Louis Vuitton Cup, Volvo Ocean Race, Vendeé Globe, and Swedish Match Racing through immersive 3D viewing, offering unprecedented depth and detail.
VS Motorsport: Elevated spectator engagement at WRC World Rally Championships and F1 races by introducing 3D viewing capabilities and overlaying car data for analysis, revolutionising how fans experienced these events.
VS Football: Forged partnerships with iconic clubs such as Manchester United and Real Madrid, providing innovative player perspectives for clubs and fans globally.
VS Golf and Cricket: Redefined live sports viewing during PGA Tour events and One Day Series cricket matches, offering enhanced viewer experiences.
VS Music: Headed initial concept development to enrich live entertainment experiences for artists like Simply Red and Paul McCartney, setting new benchmarks in virtual event engagement.
Awards:
BEST Design Awards - Interactive Design - WINNER
TUANZ Awards - Telecommunication Innovation Award - WINNER
NetGuide Internet Awards - The Ingenuity Award - WINNER
EMMA Award - Interactive Approach, CD Online Integration - GOLD
New Media Invision Award - Creative and Technical Excellence,
Best Hybrid Web/CD-ROM Application - GOLD
Terabyte Interactive
Auckland, New Zealand
Creative Director
1994-2000
Led the overall creative direction and oversaw the management of both the creative group and developer teams. Actively engaged with key clients such as Louis Vuitton, America’s Cup, Telecom, IBM, NASA, and Virtual Spectator.
Key Projects:
Incubated the multi-award-winning and groundbreaking Virtual Spectator 3D live race viewer for Louis Vuitton Cup and America's Cup, setting new standards in live event viewing.
Art Director
Drove the development of design solutions for both digital and print media, providing art direction for projects and effectively managing design and production teams. Managed prominent clients including AMP, America’s Cup, News Ltd, Compaq, and Office Products Depot.
Key Projects:
Spearheaded the design direction for projects like the award winning Compaq ChannelNet and Office Products Depot ecommerce store.
Senior Designer
Directed design and production across print and interactive new media, focusing on packaging, animation, and interactive development. Managed projects for clients such as World Wildlife Fund (WWF), Young Astronauts (NASA), Dinamation, Telecom, Rugby Hall of Fame, and Bell Atlantic.
Key Projects:
Led the development of the Rugby Hall of Fame interactive multimedia Kiosk and the WWF World of Whales packaging. Contributed to the multimedia project for Young Astronauts.
Awards:
Compaq ChannelNet - New Media Invision Award for Intranet / Extranet Application - GOLD
Office Products Depot - NetGuide Awards for Best E-Commerce/Shopping Site.
Rugby Hall of Fame - Cinema in Industry Awards - SILVER
The brands.
