BRAND IDENTITY & VISUAL DIRECTION
Identity work built to survive contact with the real world.
Brand work has run alongside every website and campaign I’ve produced — it’s rarely a separate job in practice, and I don’t treat it that way. Visual direction only works if it’s built to survive contact with the real world: a website, a print run, a social feed, a trade brochure someone hands over at a table. My background is in making sure it does.
I trained originally in film and the moving image (Master of Film and Digital Image, Sydney College of the Arts) — which is where my eye for composition, colour and pacing comes from. Over the years that’s been paired with hard production experience: sourcing printers, managing specifications, preparing print-ready files, and producing collateral that has to look right in someone’s hands, not just on a screen.
Brand from the inside out.
More than a logo pack: identity, typography, colour and collateral direction that holds together across digital and print.
For boutique, values-driven businesses, feel matters as much as function. I work with brands juggling multiple offerings under one roof, making sure every touchpoint — website, email, campaign, printed piece — looks like it was always part of the same system, so no one on your team has to make that call fresh each time.
Where this comes from
My eye for composition, colour and pacing started in film (I trained in it before moving into digital production), and it shows up now in editorial layout, photography curation and colour grading. That's paired with the production side most "brand" people don't touch: sourcing printers, managing specifications, and getting a file that looks right on someone's screen to also look right in their hands.
Selected work
For Domenica Wines, I led the editorial structure, design system and full layout for a trade brochure — colour-graded photography, period illustrations and print-ready files, with end-to-end print production including printer sourcing and file handover. "Design came together really quickly, and her copywriting really elevated my raw material," says Erin Pooley. That relationship started years earlier with Domenica's website redesign, which is part of why the brochure work could move fast: the visual system was already established, so a new format just had to extend it convincingly.
At Outloud, brand and structure work happened together rather than as separate jobs — an audience definition strategy and UX framework built the year before underpinned the full WordPress rebuild that followed, so tone of voice, visual identity and site architecture all pointed the same direction.
An eye trained in film and image-making, applied to commercial brand work — so the visual logic holds whether it’s on a screen, in print, or in someone’s hands.
WHAT I BRING
What this work draws on.
Editorial layout, design systems and brand collateral across print and digital
Photography curation, colour grading and Adobe Creative Suite production
Print production management, from printer sourcing to print-ready file handover
Tone of voice and communications strategy, so the visual identity and the language match
An eye trained in film and image-making, applied to commercial brand work — composition, colour and pacing that holds across every surface
If you need identity work that holds up wherever it lands — print, screen or in someone’s hand — that’s the range I bring to it.
