I am a multi-disciplinary creative based in Tasmania, Australia. My practice includes branding, communication design, and strategy. I design for universal appeal grounded by local understanding, taking a research based, collaborative approach to deliver solutions that communicate seamlessly across platforms with purpose built teams of specialists. I put my energy into projects I believe in, and champion culture, innovation, women and collaboration. My clients tend towards cultural institutions and events, and consumer products. I approach all my work through semiotics, creating and communicating meaning with conscious and unconscious associations. This cultivates immediacy, strong emotional responses and brand loyalty.
Prior to opening my practice at the beginning of 2020 I was Lead Designer and Art Director for DarkLab, responsible for the Dark Mofo festival brand identity since its inception (2013-2019), leading the in-house team in the delivery of brand positioning, marketing and communications for cultural and placemaking projects. My work has been recognised with First Place in the Dieline Awards, seven AGDA Awards, a Good Design Award, a Grand Diemen, and my jewellery with the 2016 Design Tasmania Award. I sat on the national judging panel for AGDA Awards in 2020 and am Chair of the Design Tasmania board of directors.