My Work
Creative Lead specialising in brand, digital, and performance creative, driving scalable systems and efficiencies.
Neds Redesign
Led a full brand transformation for Neds, shifting to a more vibrant and energetic identity aimed at a younger audience. Delivered a flexible system for ongoing campaign execution.
Deliverables
Brand Identity, Campaign Design, Design System, Digital & Social Assets, Creative Direction
Connectathon Logo
Designed a cohesive event identity system centred on connection and inclusivity. The visual system extended across multiple sub-brands and event applications.
Deliverables
Logo Design, Event Branding, Merchandise, Digital Assets
Punteroos Logo
Created a playful and distinctly Australian identity for a fictional Neds campaign team, designed to extend across digital, merchandise, and event touchpoints.
Deliverables
Logo Design, Brand Identity, Merchandise, Digital Assets
Customer Centricity Brand Package
Developed an internal brand package to reinforce a customer-first mindset across the organisation. Designed for broad application across internal communications and materials.
Deliverables
Brand Identity, Internal Campaign, Presentation Assets, Merchandise
Ladbrokes Redesign
Led the redesign of Ladbrokes’ marketing assets to modernise the brand and improve engagement. Managed the process from concept through to rollout, ensuring alignment across teams.
Deliverables
Art Direction, Campaign Design, Brand System, Digital & Print Assets, Project Leadership
S.E.N.Z Rebrand
Led the rebrand of a 24/7 sports network, creating a dynamic identity system designed to appeal to a broad audience while reflecting the energy of live sport.
Deliverables
Brand Identity, Logo Design, Typography, Digital & Social Assets
Fridays are Better At Campaign
Created a bold campaign platform to reposition Neds with a more playful and distinctive personality. Concepts centred around escapism and weekly engagement moments.
Deliverables
Campaign Concept, Art Direction, Digital Assets, Social Campaigns
Form Genius Logo
Developed a modern, tech-focused logo for an AI-powered betting tool. The design balanced innovation with familiarity to align with the Ladbrokes brand.
Deliverables
Logo Design, Brand Identity, Product Branding, Digital Assets
TVC UI Screens
Designed simplified UI screens for TV campaigns, adapting complex app interfaces into clear, glanceable experiences suitable for broadcast environments.
Deliverables
UI/UX Design, Product Design, Interaction Design, Digital Screens
Betcha Brand Refresh
Refined Betcha’s visual identity into a cohesive and flexible system. Introduced distinct styles that maintained consistency while allowing for variation across campaigns and channels.
Deliverables
Brand Identity, Campaign Design, Digital Assets, Design System
OOH Billboards
Created high-impact outdoor advertising designed for large-scale placements. Focused on bold, simplified messaging to ensure readability and effectiveness in high-traffic environments.
Deliverables
OOH Campaigns, Print Design, Art Direction, Brand Execution
Mayberry’s Package
Designed a premium website and supporting infographic to reposition Mayberry’s as a luxury service brand. The visual approach focused on elegance, clarity, and strong brand storytelling.
Deliverables
UI/UX Design, Web Design, Infographic Design, Brand Styling
Annerley Football Club Social
Developed a cohesive social media system to strengthen the club’s visual identity and improve engagement. Evolved the brand to feel more dynamic and community-driven.
Deliverables
Social Media Design, Brand Refresh, Template System, Digital Content
Ladbrokes Bespoke EDMs
Created a series of bespoke EDMs for key events, incorporating dynamic and data-driven content. Designs were built to be flexible, ensuring consistency regardless of data variability.
Deliverables
Email Design, CRM Assets, Data Visualisation, Campaign Creative
Various Website Projects
Designed and developed a range of responsive websites across platforms including WordPress, Shopify, and custom builds. Focused on usability, performance, and scalable design systems.
Deliverables
UI/UX Design, Web Design, Development, Responsive Design
Leadership Podcast Design
Created a visual identity for an internal leadership podcast, designed to feel approachable and engaging while remaining consistent with Entain’s brand. Optimised for digital platforms and streaming services.
Deliverables
Brand Identity, Podcast Artwork, Digital Assets, Platform UI Assets
In-Venue Screens
Designed a suite of in-venue screen layouts tailored for pubs and clubs, balancing clarity of live betting information with engaging promotional content in fast-paced environments.
Deliverables
UI Design, Screen Design, Information Design, Digital Displays
TAB Brand Refresh
Led a visual refresh to modernise TAB’s identity while maintaining alignment with the broader brand strategy. Introduced updated colour, layout, and graphic systems to improve consistency and flexibility across campaigns.
Deliverables
Brand System, Digital Campaign Assets, Art Direction, Design Guidelines
Ultimate Origin Logo
Developed a custom event logo for a State of Origin activation, designed to reflect Queensland identity while aligning with NRL visual language. The mark was built for versatility across both live environments and promotional materials.
Deliverables
Brand Identity, Logo Design, Event Branding, Print, Digital
Photoshoots
Led end-to-end creative direction for a two-day, multi-sport shoot in collaboration with the brand team. Shifted the visual approach away from traditional compositions toward more dynamic, immersive perspectives that captured athletes in motion.
Deliverables
Art Direction, Photography Direction, Talent Coordination, Creative Production, Brand Imagery
