A design director that believes in people.

I believe strategy is the necessary foundation for enduring brands that stand the test of time. My strategic capability involves the creation of Master Brand Strategy documents for businesses both small and large. This includes helping to establish a company’s Mission, Vision, and Purpose, Brand Architecture, Naming, Competitor Analysis, Audience Personas, Tone of Voice, and Positioning.

Everything I do begins with research, no matter the project. Information is our greatest tool and I believe research helps us make informed decisions in all areas of life. In my practice, I work with a sound understanding of my clients, their business, their challenges, their triumphs, their industry, and their audiences. Design Research involves copious amounts of reading, learning, understanding, discussing, prototyping, moodboarding, and establishing territories to develop a picture of the landscape that is most suited to a brand, service, or product.

Design is my greatest passion and I’m on the tools whenever I get a chance. These days, I work with super talented designers to bring great ideas to life. I currently work as a Design Director at Fuman. I’ve been involved in every part of a project from painstakingly adjusting the spacing between letters to overseeing rollouts across various continents around the world. After working with so many fantastic people, I’ve discovered that one of the most enjoyable parts of my job is lifting others up, to create beautiful work and craft thought-provoking outcomes.

The most rewarding part of my work is supporting my clients to hatch their big idea. I work alongside businesses to form their brand’s visual identity. From a driving metaphor, to choosing a brand’s primary typeface (how they sound in conversation), to establishing how they want their brand to feel in every single micro-interaction with their audiences; I have developed a sound process to help companies tell their story through design and feel proud of it.

Designing for web can be a complex beast. In today’s branding context, this forms a large part of my practice. From designing and coding websites from scratch, to working with wonderful front and backend developers, my process involves informed Site Map Design, Lo-fi & Hi-fi Wireframing, Web Design in Figma, User Journey Mapping, UX/UI design, and interaction design. I find web design hugely rewarding and am continuously inspired.

From interior styling, exhibitions and property show suites, to signage and wayfinding, I’ve led teams to bring to life complex large-scale projects. Notably, working on signage rollouts across the country — including wayfinding systems for one of NZ’s largest tertiary education providers — and a multi-million dollar show suite in Takapuna (in collaboration with Jasmax). Having dabbled in interior design studies, I thoroughly enjoy the process of translating a brand experience into the 3D space in whichever format is the most compelling.

Art Direction for photography and video mark some of the most enjoyable moments I’ve had in my career. I’ve worked on small-scale photography shoots for brands in-studio with myself behind the camera, as well as large-scale shoots with a full team; camera crew, lighting, stylists, props, and wardrobe. Calling ‘that’s a wrap’ at the end of a long shoot where everyone has come together to create something magical; there’s no better feeling.

With a passion for the study of linguistics and the power of good communication, I have found myself crafting my skills as a writer and editor over the years I’ve been working with clients. I won’t claim to be a copywriter by any stretch, but in my work, I’ve done a lot of it. This includes Brand Messaging, Brand Story writing, and copywriting for Advertising. I’m a die-hard fan of the oxford comma, and have an odd affinity for proof-reading; it’s probably the perfectionist in me.