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.
Rogerseller is a high-end bathroom, living and kitchen retailer based in Australia. They pride themselves on quality, design and creativity. Round has worked with the marketing team since 2012 to rebrand and reposition the company in the luxury market. Integral to this rebrand was the concept of time as a luxury. Taking this concept of time, we reinterpreted it into moments in the home. From the glow of the refridgerator light across the Valcuccine bench tops to the early morning riser, curled up on their Lema sofa; The concept took these little pauses in our day and placed Rogerseller products at the core of this. My role was to develop a range of campaign communications including art direction of new imagery, copy writing and mapping out the campaign journey.
Role: Art direction & Design
Creative Direction: Michaela Webb
Photography: Brooke Holm
Styling: Marsha Golemac
Work created at Studio Round, 2015