My focus has been on closely collaborating with my clients to nurture and elevate their brand. Some of the notable businesses I’ve had the privilege to work with include; St Vincent de Paul Society Victoria, Foodland South Australia, Metcash, IGA, Cellarbrations, The Bottle-O, Steve's Liquor Warehouse, AusCann Therapeutics, Local Cellars, Tafe SA, City of Adelaide, IGA Liquor, and Culture Alchemy.
My expertise centres around the delivery of brand guidelines, an area where I’ve evolved into a recognised leader over the years. These guidelines are comprehensive documents that encompass all the essential elements that constitute a brand. From the logo to the tone of voice, these rules are meticulously crafted to ensure a brand is represented precisely as envisioned.
The process of creating these guidelines begins with designing the core brand elements, such as logos and taglines, and establishing the rules governing their use. I extend this to the design of corporate stationery, presentations and promotions which can include items like brochures, magazines, advertisements, social media content, websites, retail applications such as store designs, packaging, uniforms, vehicle liveries, point-of-sale materials, and any industry-specific requirements. I not only create these elements but also provide clear guidelines for their consistent application.
Areas of expertise
In the medical sector, I've collaborated with AusCann, completing a redesign of their logo and the creation of all their communications materials, ranging from annual reports, slide decks, leave-behinds, handbooks to their website. A significant achievement was playing a pivotal role in launching AusCann’s groundbreaking cannabinoid-based medicine. I was responsible from naming and branding to packaging, website development, and support documents.
In the realm of packaging, I partnered with IGA supermarkets to bring their “Signature Brand” to life. This involved naming, market research, packaging design, and photography of fast moving consumer goods (FMCGs).
During my freelancing, I had the privilege of working on noteworthy projects such as Woolworth’s “Select” and “Macro” brand packaging. My experiences also led me to Ogilvy, where I created presentations for pitches, including projects for KFC. The dynamic and creative environment at this large agency allowed me to diversify my skill set and expand my creative horizons.