BRAND IDENTITY

Delivered a comprehensive brand strategy for Afterpay through thorough research and customer feedback. We created a brand book and tagline “Love The Way You Pay” to inform all stakeholders, and a full visual identity with a simple logo and brand guidelines. We designed in-store collateral for over 25,000 merchants and launched successful digital marketing campaigns with major retail partners.

Selected through a public tender to develop the branding and visual identity for the Ian Potter Children’s WILD PLAY Garden at Centennial Park in Sydney. My task was to create a playful, child-friendly logo and brand assets, as well as signage and wayfinding for the unique outdoor learning experience for children aged 2-12. The goal was to help children develop a connection to the natural environment through dry creek beds, an Artesian water play area, a bamboo forest, tunnels, turtle mounds, and a treehouse.

The Beach Road Hotel, located in Bondi, sought a refresh of its interior. The solution was to create a brand personality inspired by the ocean, with a playful and familiar approach that appeals to anyone who finds inspiration in the ocean. The brand was developed with features such as artistic walls and objects, materials representative of the environment, and photographs and artifacts related to surf culture.

The Vicar is a re-imagined venue inspired by Dural’s history and rural surroundings. The rustic interior features two island bars, an extensive bistro menu, cocktails, and a dog-friendly beer garden. The venue also includes multiple outdoor deck spaces, a newly renovated function and entertainment space, and a large car park for events. It aims to appeal to everyone from all walks of life.

The Well is a member-based wellness venue located in Bondi Beach that offers a range of physical and mental health services. The solution was to create and launch the brand by working on brand strategy, visual identity, interior design, full digital presence, and marketing activation. All marketing services were performed for the first year to allow the operational team to focus on venue and membership management.

Jaxsta is a platform that gives credit to the contributors of every published song in the music industry. The challenge was to communicate this concept in an emotive and relevant way. The solution was to gain insight into the experience of working in the music industry and develop an emotive communications strategy, including a brand mark and story, for social media and other collateral to build the brand. The outcome was a successful brand growth for Jaxsta, with a new tagline “Every Note Counts” and “A Credit To Your Profession” for its pro-level offering.

Recycle Smart is a recycling app designed to help communities benefit from the economic and environmental advantages of recycling and resource recovery. The app was created with a contemporary brand and user-friendly design, breaking away from the traditional eco-look and feel. The app works with Councils and businesses to promote sustainable, zero-waste-to-landfill waste management solutions.

Gelatissimo is a gelato shop that prides itself on the authenticity and freshness of its products. The gelato is made in-store every day with over 40 different flavours to choose from, including options for everyone and new flavours being created regularly. The brand identity reflected the authenticity and variety of the gelato, and showcase the daily freshness and in-store creation process.

EVERMIND is a coaching practice that specializes in mindfulness, helping individuals, teams, and businesses to make wise decisions that are aligned with their values and benefit those around them. To achieve this, EVERMIND trains them to effectively control their response to stimuli. To effectively communicate this, EVERMIND required a brand identity that accurately represented its offerings and a website that effectively communicates its message to the target audience.

OCC Apparel needed a new logo to better represent its brand and the values they stand for. After much effort, they finally came up with the OCC Apparel Green Star. The logo consists of a woven fabric construction in the shape of a star, symbolizing the company’s commitment to using high-quality raw materials and manufacturing practices. The green colour was chosen to represent their vision of a better world. The company is proud of its new logo and hopes its customers will be too.

The Listen Out music event was created as a boutique dance music event and alternative to large-scale music festivals by Fuzzy. The social media campaign aimed to reach true music lovers and influencers, as well as gain attention from the masses. The campaign was a success, with 150,000 views on Facebook and YouTube, leading to a sell-out event in the first hour. A follow-up video was produced to rekindle interest in the festival and build on previous hype, using creative imagery.

I was hired to develop a print campaign for Bombay Sapphire that would showcase their global platform of Imagination. The objective was to convey the concept of being “Infused with Imagination.” The advertisements ran in upscale design magazines for a period of two years.