Selected work.

Based in Perth, Australia, I’ve led projects across business, marketing and creative challenges for agencies, not-for-profits, government bodies and international brands.

  • Research and Analysis, Creative Direction, Experience Design, Project Management, Brand Consulting

    EVOLVE CAPABILITIES

    In 2023, with Fiction Agency and Anema Designs, I led this rebrand for a defence company, infusing a quirky personality and people-first approach into Canberra’s national security scene. My military experience ensured the serious nature of the industry was balanced by the clients desire to express who they are, authentically.

  • Cover of the Illume storytelling studio website featuring the company name, logo, and the text 'Illume is an Information Storytelling Studio' on a dark blue background.

    Research and Analysis, Creative Direction, Brand Consulting

    ILLUME

    In 2026, Australia’s first and only Information Storytelling studio opened. The client engaged me to conceptualise an idea that would help set the foundation for a new brand. Naming and messaging was created by Fiction Agency and Art Direction by Anema Designs.

  • A sepia-toned photo of snow-capped mountains and a river valley, with overlaid text promoting a playful and intelligent approach to writing and copywriting for various brands.

    Research and Analysis, Brand Consulting

    FICTION AGENCY

    Fiction Agency is a playful and intelligent writing company for the likes of lululemon, Nosworthy Group and Merrell Australia. It was an honour to be involved in their rebrand — by discovering market insights and recommendations for repositioning.

  • Research and Analysis, Creative Direction, Experience Design, Project Management, Brand Consulting

    SILA

    I first worked with this Perth engineering company to define their brand architecture and portfolio strategy. I then refined their position to differ from industry leaders: reliable and cutting-edge. Before leading a refresh of the visual and voice identity, I worked with the executive team to redesign the entire customer experience journey, infusing ‘wow’ moments for a lasting impression.

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