La Trobe University Melbourne

I was brought in to help steer the design and develop the brand system for La Trobe’s rebrand project.

I worked on all aspects - visual, content, and messaging - including logo usage, choosing colours and fonts, and developing flexible layouts.

• Design direction
• Design guidelines
• Typography
• Guardianship + approvals

Client: La Trobe University

Gucci / Chime For Change

The campaign is designed to raise awareness and benefit women around the globe. I worked on every aspect of the design across print, digital and experiential.

I also developed and wrote the brand guidelines including sequential build guides for all ad formats; messaging content and hierarchy, and the usual colour, logo and type guides.

• Design development
• Brand design
• Guidelines
• Guardianship + approvals
• Tone of voice

Client: Mother London

Dubai Parks

This theme park with seven branded areas needed an overriding design system and a look and feel that could adapt to anything. Dubai Parks branding is based around lines and gradients not around a logo.

I developed customer-facing design that is colourful, dynamic, and playful, codified and wrote brand guidelines.

• Concept + design (all except logo)
• Guidelines
• Typography
• Messaging hierarchy

Client: FutureBrand

HSBC Staff Channels

I was Design Manager for this global Staff Channels project. I wrote and maintained the guidelines for the system, including technical specifications. I was also responsible for approving the final design and UX elements.

We rebuilt all aspects of the design and the UX of staff interface. I was responsible for several innovations to the HSBC interface: collapsible step tracker, improved on-call indicator, temporal search bar.

• Design development
• UX / interface design
• Innovation
• Client interface improvements

Allianz

I worked on the brand redesign for this global insurance company and its 2000+ subsidiary organisations, producing newsletters, fact sheets, magazines, PowerPoint documents, and logos.

• Design development
• Brand guidelines
• Logo work
• Sequential build guides
• Image selection

Client: Grey London

Brand guidelines

As well as writing these brand guidelines I've worked on all of the design for these projects. This is not a complete list.

• IMG
• FutureBrand
• Grey
• Engine
• Sunshine
• Turner Duckworth
• Siegel+Gale
• Bulletproof
• Fold7
• Corkewallis
• DesignWorks
• Beyond
• Cheil
• ITV
• Tesco

Bupa Aged Care

As part of the global brand consolidation I wrote, designed and produced the Visual Brand Elements guide. I also devised a guide for images which demonstrates how cropping an image can suggest different things.

• Design development
• Brand guidelines
• Technical specification

Client: Calling Brands

Rexona / Sure

These brand guides weren't about the design. They were about the idea behind it. They are bold, simple and designed to be read very quickly.

• Guidelines
• Design
• Typography
• All copy
• All image selection

Client: DLKW Lowe

Britain is GREAT

I developed the design and wrote and produced the guidelines for this global campaign. This included creating standardised layouts, typography and content.

I provided worldwide artwork approvals and found solutions for territory specific situations.

• Total guidelines rebuild
• Design development
• Guardianship + approvals
• Sequential build guide

Client: Mother London

Samsung

I wrote and produced the European Retail Guidelines for Samsung, covering different store formats and including guides for visual merchandising and messaging.

• Brand guidelines
• Concept + design
• All copy

Client: Cheil

Tesco Property Department

With a small team I rebuilt the store design manual. I designed a modular system that could be extrapolated across the business.

Common assets were used and retail formats were differentiated by colour to allow store design managers to access information easily.

I also designed signage, a modular petrol station gantry, and literature.

• Project coordination
• Concept and design
• All copywriting
• Research

Royal George Hotel Kyneton

The concept was ‘this place is as big as a ship’. The client wanted a look that was modern but classic. The colours had to be warm and deep, and complement the ‘wood and walls’ look of the interior.

The result of this is design that’s vaguely nautical. The logotype is custom and influenced by type on ships. There’s also references to cargo stencilling, waves, flags and plimsoll lines.

• Brand creation
• Concept + design

The Crimean North Melbourne

The look for this awarded Eastern European restaurant and bar was based on Czech match box labels from the '60s and '70s. These posters were forever getting stolen from the outside of the building.

• Brand creation
• Concept + design

Keep Prisons Single Sex

New branding for the prisoners' advocacy group. It is designed to be bold and plain speaking. The colour bars connote CCTV surveillance and prison gates.

The design is intentionally blocky and without images. Impact is the aim. It is designed as an easily editable modular system. Different colourways use tones from the gradient palettes.

• Conceptual design
• Typography

Max Inc

This ongoing project involved designing the identity for the shop and lamp, with the rounded star referencing the lamp's adjustment knob.

• Brand creation
• Concept + design
• Copywriting

airBaltic design competition

airBaltic ran a competition to design the livery for its 50th plane. I used an ancient Baltic rune, the Star of Auseklis, as a motif for my design. This was used to unite the design without using the colours of any of the Baltic flags. With simple rules the design can be used on aircraft of any length.

Bespoke letterforms and logos