I'm Danielle McClurg, a Senior Designer and Art Director with 15+ years in Creative Services, leading branding and visual identity projects across consumer, food, and beauty sectors. I drive strategic campaigns and multichannel storytelling by blending research, concept development and craft, while actively integrating AI tools to improve quality and efficiency. I enjoy collaborating with cross-functional and remote teams, mentoring designers, and turning research insights into engaging visuals and brand narratives that deliver commercial impact.…

Danielle McClurg

I'm Danielle McClurg, a Senior Designer and Art Director with 15+ years in Creative Services, leading branding and visual identity projects across consumer, food, and beauty sectors. I drive strategic campaigns and multichannel storytelling by blending research, concept development and craft, while actively integrating AI tools to improve quality and efficiency. I enjoy collaborating with cross-functional and remote teams, mentoring designers, and turning research insights into engaging visuals and brand narratives that deliver commercial impact.…

Available to hire

I’m Danielle McClurg, a Senior Designer and Art Director with 15+ years in Creative Services, leading branding and visual identity projects across consumer, food, and beauty sectors. I drive strategic campaigns and multichannel storytelling by blending research, concept development and craft, while actively integrating AI tools to improve quality and efficiency.
I enjoy collaborating with cross-functional and remote teams, mentoring designers, and turning research insights into engaging visuals and brand narratives that deliver commercial impact.

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Language

English
Fluent

Work Experience

Art Director at 2 Dam Creative
July 1, 2024 - November 17, 2025
Led a team of 4 Creatives to deliver end-to-end branding and campaign initiatives and projects, guiding clients through research and discovery workshops, ideation and concept development, to the execution of cohesive brand identity systems that resonate with target audiences, enhance brand recognition, and build brand equity. Built strategic partnerships with government and enterprise clients, shaping brand identity and multichannel content strategy for Arts Queensland, Murray Primary Health Network, and PropertyMate. Championed emerging technologies and AI tools across the creative process (MidJourney, Artlist) to drive efficiencies and quality; developed designers and UX professionals to deliver high-quality web/app design.
Art Director ｜ Senior Designer at Big Red Communications
July 1, 2024 - July 1, 2024
Created omnichannel campaign concepts and managed execution for enterprise clients (Coles, Youi, Optus, Virgin Airlines, Medibank); collaborated with copywriters, creative directors, producers and animators to develop storyboards and assets; managed concurrent projects and ensured cohesive brand messaging; contributed to new business and pitches; leveraged AI tools to enhance creative workflows.
Freelance Design Consultant at Various Clients
May 1, 2022 - May 1, 2022
Led end-to-end design and branding projects for luxury beauty and wellness brands, including Adorn and InMoss Essential Oils; developed comprehensive brand identities and design systems across digital/ecommerce, packaging, marketing collateral and campaigns.
Creative Lead ｜ Art Director at Trio Agency
March 1, 2020 - March 1, 2020
Studio Manager and Art Director, helping to grow the business and deliver integrated branding and communication strategy; secured projects up to $200K through pitches; oversaw creative talent, briefs and production, including photography, videography and digital comms; implemented Agile workflows with offshore teams; synthesized market insights and digital analytics to develop data-driven creative concepts.
Senior Creative Designer at 2 Dam Creative
August 1, 2017 - August 1, 2017
Delivered branding and design for digital, branding and integrated campaigns; contributed to design systems and production processes; collaborated with cross-functional teams to balance brand vision with user experience across web/app.
Senior Designer at The Buchan Group
December 1, 2015 - December 1, 2015
Delivered visual communications solutions for commercial architecture and wayfinding; managed large-scale projects for major retail developments; collaborated with architects and interior designers to ensure brand consistency across branded environments; developed data-driven wayfinding strategies.

Education

Studio Management Program at Design Business School
January 1, 2018 - November 17, 2025
Design Masterclass at Shillington Education
January 1, 2014 - November 17, 2025
Bachelor of Arts (Graphic Design) at La Trobe University
January 1, 1997 - November 17, 2025

Qualifications

Studio Management Program
January 1, 2018 - November 17, 2025
Design Masterclass
January 1, 2014 - November 17, 2025
Post Graduate Diploma in Multimedia Design
January 1, 2006 - November 17, 2025

Industry Experience

Media & Entertainment, Consumer Goods, Government, Education, Retail, Professional Services, Other
    uniE621 Silence Stops His Story
    For Murray PHN, the team curated a national brand campaign that doesn’t whisper about men’s mental health; 
it announces with confidence. From the start, the concept was unapologetically bold: a name, language, and visual suite that refuse to let this issue hide in the shadows, driving action and change. Anchoring this project was authenticity and research - supported by a Reference Group of people with lived and living experience of suicide, we leveraged voices that were central in shaping the language, relevance, and sensitivity of this vital campaign, ensuring it truly speaks for those it represents. Our asset delivery was rich tapestry of touch points - powerful TV commercials, social media campaign, commercial print advertising, and website - ensuring wide reach to the audience who needs it most. The campaign’s identity is built on directness and urgency - every element, from bold copy to striking visuals, is designed to cut through stigma and ignite life saving conversation. Our design approach uses raw, close-up imagery and a vibrant yellow swoosh to symbolise hope and action, drawing the eye and inviting connection. For a strong digital presence, key messaging is unapologetically clear - strong taglines and video voiceover calls out the issue to inspire action, not just awareness. Every touchpoint, from logo to layout, is hand crafted for impact and accessibility, daring people to listen, speak, and act. View website - https://www.twine.net/signin graphicdesigner designer branding campaigndesign…
    uniE621 QLD ArtsBook
    A bold & progressive connection between artists & educators, with a website & brand set for centre stage. For a brand and website this bold, technical, and creative - intuitive user experience and stunning design was key. Inspiring the next generation of artists and students, I leaned into the nostalgia and energy of a retro aesthetic, drawing the audience in with timeless letterforms and subtle highlights. For the website user experience, it was all about an onboarding journey for members that was seamless and provided self-managed user dashboards, and a robust back-end to support the client. At QLD ArtsBook, vintage charm collides with contemporary flair. A handcrafted a brand identity that celebrates pop culture’s vibrant energy, weaving nostalgic influences with bold, modern graphics to spark curiosity and creativity. Every element - loose, illustrative, and unapologetically fun - invites artists and students to explore tradition and innovation side by side. Shaping a playful, inclusive brand voice that dances across the site, making the creative arts accessible to all. Balancing striking visuals with WCAG AA accessibility, ensured every visitor feels welcome and inspired. What I Delivered • Visual identify system & style guide • Discovery workshops • Website design and brand illustrations • Campaign design & roll out • Social media assets • Brand digital/print collateral suite branding illustrator webdesigner graphicdesigner logo…
    uniE621 The Human Code
    Beyond gender expectations - Challenging ideals around masculinity. The HumanCode was conceived following an ambitious cultural change idea – what if we challenged dominant ideals around gender and masculinity? Could we dare the status quo, nurture healthier attitudes towards what it means to “be a man”, and (in turn) create a sustainable community-based environment that works towards reducing and preventing harmful behaviour (including suicide and domestic violence) over time? The approach for The HumanCode was based around ‘reflective intent’ methodology; drawing the audience in through authentic and raw imagery and messaging, allowing the viewer (particularly men) to engage with the brand on a deeper and more intimate level, evoking a change in behaviour. Central to the brand was our ideated name - a double entendre speaking to both men and broader communities - paired with a stylised hashtag logo and intimate male portraits. What I Delivered • Brand naming, logo, & positioning • Visual identify system & style guide • Discovery workshops • Campaign design & roll out • Social media assets • Brand digital/print collateral suite graphicdesigner branding campaigndesign…
    paper Horse & Human Foundation
    The Horse & Human Foundation personifies authenticity, sustainability, & community. This vital initiative centred around every human and every thoroughbred horse being deserving of an enriched life. To see the change the client wanted in the world, they set up this organisation and community providing programs, facilities, and resources across Australia; transforming the lives of vulnerable people and setting a new standard in horse and human welfare. On developing a name, brand identity, content, and website for this honourable not-for-profit, it was important the brand core echoed the same level of warmth and value the organisation offered. Conceptual design of the ampersand in the logo (interchangeable as both logo and as a refined watermark in design) subtly honours the elegant lines of horse and human, expressing the deep connection and empathy between the two entities. graphicdesigner branddesigner pitchdeck…
    uniE621 Culture Kitt
    Making culture pop, bold strokes for a bold brand future. Founder and Director of Culture Kitt, Emily Brown, approached me with the type of energy and excitement one can only dream of. With a bold vision in hand, Emily sought creative direction and development of a business name, brand identity, suite of assets, and website as vibrant as it was engaging. Challenge valiantly accepted. On the coattails of a naming workshop, the namesake was inspired by Eartha Kitt - activist, singer, actor, and absolute icon – who was a driving motivation for Emily’s business. 
With a splash of colour, the brush stroke in Culture Kittt’s logo talks to ‘making your mark’ on the world – strong, professional, yet with a hint of fun to get the organisation noticed on 
any platform. A playful narrative, vivid visuals, and bursts of big and powerful copy draw the consumer into the website and storyline, strategically attracting an audience and retaining attention in a crowded marketplace. What I Delivered • Strategic brand development and positioning • Identity and brand design • Website design and delivery • Print & digital marketing collateral suite graphicdesigner branding webdesigner designer logo…
    uniE621 inMoss Essential Oils Branding
    A pure drop of the Australian bush, capturing its essence in a collection of pure essential oils. The brand concept revolves around the idea of “a pure drop of the Australian bush,” encapsulating the authenticity and natural beauty of the region. This commitment to purity is evident in every aspect of the brand, from sourcing to packaging. The design philosophy behind InMoss emphasises quality and simplicity. The packaging showcases custom illustrations inspired by Australian botanicals, paired with a soft, earthy colour palette including muted greens, blues, and pinks. These tones evoke a sense of tranquillity and connection to nature whilst maintaining a contemporary aesthetic.…