From hands-on craft to creative leadership.
I've always had a strong drive to keep learning, and that curiosity has shaped my entire career. Rather than specialising early, I focused on building a broad, practical skill set, picking up new disciplines as projects demanded them. Over time, that hands-on experience across print, digital, UX/UI, motion, video and photography gave me a deep understanding of how design actually works in real-world environments.
As my experience grew, that foundation naturally led me into creative leadership. Because I've spent years doing the work myself, my approach to management is grounded in clarity, empathy and practical decision-making. I've led teams across different industries and structures, guided designers at all levels, and rebuilt workflows to support both quality and speed.
In parallel, I run a freelance practice specialising in time-sensitive projects for clients who need fast, dependable turnaround without compromising on quality.
Whether leading an in-house team or executing targeted freelance projects, I bring a practical, systems-driven mindset to every challenge. I focus on creating high-quality work that scales, improves efficiency and solves real business needs. If you have a project or a role that requires a strategic, multidisciplinary approach, let's connect.
What I do.
Brand Development & Alignment
I help shape brands that stand out and stick. I wrote the brand guidelines for the Australian Digital Health Agency, led the rebrand for Printforce, and oversaw brand control for Norton Rose Fulbright across the APAC region — defining voice, visual identity and cohesive systems across digital and print.
Print & Prepress
I don't just design for print; I've run the machines myself through my work with Printforce, Australia's largest commercial printer. I know the trade secrets — picking the right stock, perfect colour profiles and ink densities, and prepping artwork for bespoke finishes and die cuts.
UX/UI & Design Systems
I design intuitive digital experiences from wireframes to high-fidelity prototypes, and have built comprehensive design systems in Figma for the ADHA, Printforce, and Stardb.gg — spanning web and app interfaces including dashboards, a signage app and an online artwork builder.
Social Media Marketing
I personally run a YouTube channel with over 36,000 subscribers and 16 million views, alongside a Discord community of more than 17,000 active members. I know what it takes to get eyes on content and grow an engaged audience.
AI for Creative Control
I'm exploring how AI can genuinely enhance design workflows — not churn out generic slop. I run local AI models to maintain control and manage risk, and develop my own fine-tuned LoRA models tailored to streamline design processes, using AI as a smart, practical tool that elevates quality.
Tools of the trade.
Experience.
- Developed and authored new brand guidelines to support consistent, compliant design output across the agency.
- Rebuilt the internal creative studio processes from the ground up, implementing Jira for traffic and project management.
- Led development of the studio library and asset-sharing systems using Adobe Cloud, Figma and SharePoint.
- Developed the agency design system and module library within Figma.
- Set up the Canva brand kit and templates, authoring guidelines around self-service design for the wider agency.
- Re-architected the studio file-storage server and implemented structured workflows for file management.
- Managed a studio team of 8 designers, overseeing studio operations and liaising with department heads.
- Introduced new briefing and delivery workflows to increase efficiency and quality.
- Designed a new client portal system and automated artwork builder to support scale.
- Implemented a CRM template suite and developed all supporting materials; led training for cross-functional teams.
- Launched the new company brand and guidelines, improving brand recognition and cohesion.
- Led creative direction for campaigns across Australia, Indonesia, and PNG, managing cross-region teams.
- Triaged incoming work and allocated tasks to in-house and offshore teams (Manila-based service centre).
- Maintained the firm's internal photography and video studios, digital libraries, and communications displays.
- Developed the NRF motion graphics guidelines to improve animation and video branding.
- Creative lead on major projects, including multiple in-person events and the NRF + Henry Davis York merger.
- Operate a freelance business focused on fast-turnaround design, video, and animation projects.
- Delivered work for clients such as Pfizer, BHP, Qantas, Ray White and Norton Rose Fulbright.
- Provided onsite video, photography, post-production, and multi-speaker event recording services.
- Managed the visual identity of product lines and sub-brands.
- Operated an in-house photo and video studio; developed image libraries and edited user videos.
- Reported to senior sales and marketing leadership; led visual design for new product development.
- Designed UI assets, character sprites, and animations for mobile and web apps.
- Created wireframes and prototypes for Android and iOS applications.
- Finalist in 2013 and Top 5 in 2012 PwC App Hothouse Challenge; winning entry for the TfNSW train app design.
- Designed print and digital marketing assets across seasonal fashion campaigns.
- Produced in-store point-of-sale materials and assisted with product photography and editing.