Creative Director at University of Sheffield

Led the Creative Services team and contributed to the senior brand team, covering creative direction, brand consulting, campaign creative, and visual identity development. Led the University through its first brand refresh in over two decades. Owned delivery of compelling brand expressions across print, digital, social, wide format, and wayfinding. Leadership supported university-wide in-house market share growth from 63% to 84%, and helped drive industry awards and recognition through improved brand reputation and execution.

Delivered freelance creative direction and design for agencies and clients including THG (eCommerce brand development; campaign art direction/design), Havas Lynx (pharmaceutical marcomms), and WRG (global staff engagement programs). Also led the creative team at Ambition Institute through a 9-month rebrand, managing organisational rebrand/repositioning, campaign creative, team up-skilling/mentoring, and ongoing guidance throughout the process.

Head of Creative at TAFE NSW

Led a state-wide team of 20+ designers responsible for the TAFE NSW brand refresh. Mentored, developed, and challenged the creative team to consistently exceed expectations across b2b/b2c communications. Drove campaign art direction/design and online/offline collateral production, contributed to brand guidelines and brand architecture evaluation, and provided feedback/sign-off on all studio outputs prior to delivery. Supported a large-scale education brand transformation.

Creative Direction/Design at Rob Sullivan Creative

Branding consultant and designer/art director collaborating with agencies and clients across b2b and b2c communications, campaigns, and brand design. Worked on projects including University of Technology Sydney (UTS Careers program and Univative branding), Australia Gas Limited (b2b brand communications, digital style guide, EDM, case study collateral, and online bill explainer UX/UI overhaul), Think Education Group (Festival of Change branding and integrated launch campaign), and Anytime Fitness campaign creative. Undertook additional freelance creative projects for major agencies such as DDB/Interbrand, TBWA, Ogilvy Group, Ogilvy-related ventures, and others.

Design Director at ChannelZERO

Brought into lead the creative team and help it thrive to meet business expectations. Focused on improving team morale and building a collaborative, open working culture. Guided and directed creative output across corporate branding, experiential, and marketing communications. Partnered with senior management on credentials and presentation documents and coordinated with other department heads to ensure smooth management of client projects. Major clients included Dow Agrosciences, Nudie and NewsCorp.

Creative Director at Brand Mechanics

Founded a branding business and secured early wins including the ARIA’s (Australian Recording Industry Association) rebrand work, covering logo creation, press ads, street posters, invites, passes, arena banners, set design, menus, magazine covers, and related visual communications. Expanded to major music industry accounts, including ARIA Hall of Fame, Phonographic Performance Company Australia, and Music Industry Piracy Investigations, covering brand and campaign creative. Also collaborated with Ogilvy Group on branding the Australian Pavilion at the Shanghai World Expo.

Senior Designer at Saunders Creative

Worked at a top brand consultancy in Sydney during significant organisational change. Led major Australian brand work including AMP (full rebrand remit) and Optus (national retail brand rollout including logo, signage, and in-store graphics across 172 locations). Developed core brand design and rollout delivery skills in a fast-moving studio environment.