Sportscraft

Running Bare is a rebellious, nimble and inspiring activewear business. I collaborated with Running Bare’s CEO for eight years. Each season, we created a campaign that stood on its own but told a cohesive story from season to season. The marketing channels varied from Outdoor & TV advertising, In-store displays, Catalogs and Digital.

The Strand Arcade is one of Sydney's oldest and most revered shopping arcades. It is home to many of Australia's finest designers and craftsmen. Each season, I led a team to collaborate with an acknowledged tastemaker to create a broadsheet newspaper that showcased the eclectic myriad of gems found within the arcade.

The focus of Jag's rebranding was simplicity and sustainability.

Nikon is a globally celebrated Camera maker continuously innovating image-making. I lead the creative direction for all of Nikon Australia's advertising campaigns. Working in collaboration with European creatives, I led a team of local creatives to bring to life the I AM campaign which was executed across TV, outdoor billboards and digital. We worked closely with surfing champion Stephanie Gilmore to highlight Nikon's underwear cameras.

Paspaley is the most impressive family business I have ever worked with (and I've worked with a few!). Through decades of generations, Paspaley has cultivated the most beautiful pearls in the world. Our creative partnership was a true collaboration cementing Paspaley as the category leader.

Rhodes & Beckett is a workwear brand that means business. Tailored for the most discerning customers, it mens and womens collections are designed with an attention to detail and quality.

Nashdale Wines is a blend of traditional winemaking, bespoke hospitality and innovative commerce.

Most Famous for their Netflix Hit, Chasing Coral, The Ocean Agency is a non-profit creative agency bringing global attention to the significant changes to our ocean. The cause is dear to my heart, so I volunteered to redesign the agency's brand identity and website.

Sheridan is known for its luxurious bedding and textiles, combining craftsmanship with unique artistry. I led a team that created all consumer-facing communication, from tv commercials to emails. This iconic brand has defined Australian interior style by balancing the exterior with interior.

I have to admit that I have a soft spot for Sportscraft and my time with this brand is a career favourite. I worked on the brand for 12 years and helped shape it into one of Australia's most recognised and beloved brands. I set a tone and creative handwriting that was able to withstand four CEOs and eight heads of marketing to ensure the brand message was consistently recognisable while it evolved with trends and culture.

Wollongong Central is a shopping centre built and managed by the GPT Group. I was engaged to oversee the launch of the renovated centre and worked closely with GPT's Marketing team to create a campaign celebrating the transformation of the city of Wollongong. Our campaign transitioned from informing the community about the practical changes happening during construction to celebrating the launch of the new centre.

Just Jeans is one of Australia's most iconic clothing retailers. Over 15 years ago, I set set visual identity that the brand continues to build upon today.

Oxford is a fast fashion retailer which focuses on suiting and party wear. Our decade long partnership was lead by CEO, Simon Herro and stylist, Kim Payne