Former Design Director at Studio Round and Creative Lead at Sydney Opera House, I have over ten years’ experience in creating and building brands.
My approach is playful yet strategic, with the belief that design is a tool to bring life to brands beyond ‘just a logo’. My experience is diverse and multi-disciplinary. I have worked with small organic startups to large scale property developers. With local cultural festivals to Australia’s leading cultural icon.
I am a collaborator, contributor and leader. An occasional guest lecturer and keynote speaker. And keen world traveller. I am currently looking for new opportunities — get in touch for a chat.
In 2013, MSO had faced the fact its fan base was ageing and subscriber numbers were plateauing. In a city that seems to host a new cultural festival each week, MSO needed to dramatically shift to engage a more diverse audience. Round worked closely with the team at MSO to create a revolutionary new strategy and identity designed to redefine the organisation’s vision and image. As an homage to its classical roots, the new identity was inspired by the calligraphic features familiar to this genre. With these bold typographic foundations, my role was to create a system with the new identity to work across a spectrum of offerings; ranging from the classic through to the more contemporary. Alongside producing iconic imagery for brand campaigns, I also defined a moving image direction capturing the emotion of sound by translating the imagery into simple, emotive motion.