DIGITAL STRATEGY & BRAND ARCHITECTURE
Working out what actually needs to exist — for whom, and why.
Most of what I do sits upstream of design and build: working out what actually needs to exist, for whom, and why, before anyone touches a screen. That’s service design and information architecture, and it’s been the core of my practice for over a decade — first inside a large public-sector platform, now for founders and organisations who’ve outgrown what their website or content structure was originally built for.
MY BACKGROUND
A decade upstream of design.
DEPT. OF CUSTOMER SERVICE
As Senior Service Designer at the Department of Customer Service, I spent two years designing user-focused service solutions for a public-facing platform used at scale: running user research and usability testing, translating findings into annotated wireframes and prioritised UX roadmaps, and conducting competitive benchmarking to inform decisions. That’s the same audit-and-architecture process I now bring to smaller organisations — mapping what exists, identifying what’s missing, and building a structure that can actually grow with the audience it serves, rather than around them.
CHILLI GRIPS · AUSPICIOUS ARTS · OUTLOUD · SFF
For Chilli Grips, I worked through usability and structural questions to clarify how the product should be presented and navigated. For Auspicious Arts Projects, I consulted on CRM UX — working through how the organisation’s audience and member data should be structured and used. At Outloud, I developed the organisation’s communications and content strategy from the ground up, including tone of voice, sitting across digital and print so every channel pointed in the same direction. And on the Sydney Film Festival rebuild, IA and UX planning were built directly around the organisation’s marketing strategy and KPIs — not treated as separate workstreams, which is a large part of why that relaunch delivered the results it did.
This is deliberately not logo-and-guidelines work. It’s the layer underneath: how your audiences, content and sub-brands are organised, and whether your digital presence can keep up with an organisation that’s grown past its original structure.
WHAT I BRING
What this work draws on.
User research, usability testing and competitive benchmarking
Information architecture planning and prioritised UX roadmaps
Content strategy and communications planning across digital and print
Auditing existing digital presence and mapping what’s missing or misaligned
If your website or brand has outgrown the structure it was built on, this is the audit and architecture work that gets it back in shape.
