Available to hire
Creative Director and Brand Design Leader with 30+ years’ experience leading high-performing creative teams across New Zealand, Australia and the UK. I’m known for brand transformation, establishing in-house creative capability, and improving governance and consistency to deliver work that performs.
I lead creative operations end-to-end—building teams, mentoring designers in agile delivery environments, aligning stakeholders, and reducing reliance on external agencies (including ~$3M annual reduction at Auckland Council). My strengths sit at the intersection of strategy, brand governance and hands-on creative direction.
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
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Expert
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Expert
Expert
Expert
Language
English
Fluent
Work Experience
Creative Director | Brand Transformation | Creative Operations | Team Leadership at ZeroNine Limited
June 1, 2022 - PresentFreelance/contracting creative leadership delivering brand and design outcomes across retail, government and commercial environments. Provides strategic creative direction, brand governance, and creative operations support to build consistent customer-facing work and scalable in-house capability.
Freelance/Contractor at ZeroNine Limited
June 1, 2022 - PresentFreelance/contracting work continuing with projects for The Warehouse Group and other clients.
Freelance/Contracting at ZeroNine Limited
June 1, 2022 - PresentFreelance/contracting designer focusing on brand guidelines and outputs for group brands; mentoring designers; maintaining and evolving brand guidelines for The Warehouse Group and related brands.
Freelance/Contracting at Self-employed
June 1, 2022 - PresentProviding freelance and contracting design services since June 2022, delivering various creative projects and design solutions.
Product Owner - PO Brand & Packaging Squad at The Warehouse Group
May 31, 2022 - August 21, 2025Responsible for squad workflow and customer engagement in an Agile environment, managing brand refreshes and design deliverables. Mentored and guided designers to produce work on-brief and exceeding expectations. Maintained and optimized brand guidelines for The Warehouse, Warehouse Stationery, and Noel Leeming. Built and maintained relationships with internal and external suppliers.
Product Owner (Brand & Packaging Squad) at The Warehouse Group
April 1, 2021 - May 31, 2022As Product Owner in an Agile system, responsible for squad workflow, customer engagement, and guiding design deliverables; mentored designers; maintained and updated brand guidelines for The Warehouse, Warehouse Stationery and Noel Leeming; liaison with suppliers and relationship building.
Product Owner, Brand & Packaging Squad at The Warehouse Group
April 1, 2021 - May 31, 2022As Product Owner in Agile, responsible for squad workflow, customer engagement, and delivering brand refreshes; mentoring designers and maintaining brand guidelines across four trading brands.
Freelance/Contracting (Redbird) at The Warehouse Group
March 31, 2021 - August 21, 2025Contracted full time to establish and implement full Brand Guidelines for The Warehouse Group and its trading brands. Designed and art directed the first Integrated Annual Report 2020 for TWG, maintaining brand consistency and quality.
PO Brand - Packaging Squad at The Warehouse Group
October 1, 2018 - May 31, 2022Managed design operations supporting three national retail brands. Improved brand governance and consistency across customer-facing campaigns. Mentored designers within Agile delivery teams and partnered with internal stakeholders and external suppliers to maintain brand standards. Directed creative delivery including art direction and design implementation for TWG’s first Integrated Annual Report (2020).
Contract Designer at Redbird (Freelance/Contracting)
October 1, 2018 - March 31, 2021Contracting to establish full Brand Guidelines for The Warehouse Group; stress testing; Integrated Annual Report 2020; brand outputs for four trading brands.
Freelance/Contracting at Redbird (The Warehouse Group contracting)
October 1, 2018 - March 31, 2021Contracted to establish full Brand Guidelines for The Warehouse Group across four brands; stress-tested outputs and led design for TWG's Integrated Annual Report 2020.
Creative Designer at Ogilvy & Mather, Augusto, ICG
September 30, 2018 - August 21, 2025Worked on various design projects across multiple agencies between May 2018 and September 2018, delivering successful creative campaigns.
Contract Designer at Ogilvy & Mather / Augusto / ICG
May 1, 2018 - September 30, 2018Contract work across multiple agencies on various projects.
Design Consultant at Ogilvy & Mather / Augusto / ICG
May 1, 2018 - September 30, 2018Worked on various design projects across leading agencies during May 2018 to September 2018.
Signage Team Member at Auckland Transport
April 30, 2018 - August 21, 2025Worked on the in-house signage team to establish a new signage and wayfinding scheme across Auckland, including pedestrian, cycleways, traffic, trains, ferries, and airports. Developed guidelines for external partner implementation and incorporated Māori cultural sensitivity.
Contract Designer (Signage & Wayfinding) at Auckland Transport
October 1, 2017 - April 30, 2018In-house signage team; established signage and wayfinding scheme and guidelines for external partners.
Designer - Signage at Auckland Transport
October 1, 2017 - April 30, 2018In-house signage and wayfinding system development; established comprehensive guidelines for internal and external partners to implement across pedestrian, cycleways, transport modes and related infrastructure.
Team Manager - Graphic Design at Auckland Council
August 31, 2017 - August 21, 2025Established and led a new internal design team aimed to reduce external agency spend by $3M. Managed a team of 7 designers and additional support staff, overseeing internal and external documents, annual reports, signage, and ad-hoc business-critical work. Worked closely with cultural advisors to ensure sensitivity and appropriateness in output. Mentored designers to advance skills and knowledge to retain in-house capabilities.
Owner and Creative Director at Studio Phluid
December 31, 2014 - August 21, 2025Founded and ran own design studio from 2007 to 2014, working on branding, packaging, advertising, and corporate communications for various clients, both contract and direct clients.
Team Manager - Graphic Design at Auckland Council
February 1, 2014 - August 31, 2017Established a new internal design team to reduce external spend by around $3M; mentored designers; managed internal/external documents, annual reports, and guidelines; collaborated with Māori cultural advisors on design considerations.
Design Team Manager at The Warehouse
December 31, 2007 - August 21, 2025Managed the in-house design team to re-engage buyers and reduce outsourcing. Delivered strong brand growth and built equity in house brands. Successfully designed the group’s annual report with positive stakeholder feedback. Led the rebranding of house brands and rolled out new company branding including new retail locations.
Owner and Creative Lead at Studio Phluid
January 1, 2007 - January 1, 2014Established and ran an independent design studio servicing retail and commercial clients. Delivered brand programmes across financial services, FMCG and consumer sectors. Clients included The Warehouse Financial Services, Sharp, Dick Smith and Mr Whippy.
Owner and Creative Director at Studio Phluid
January 1, 2007 - December 31, 2014Founded and led Studio Phluid, working with a variety of brands on branding, packaging, web and related communications.
Owner & Creative Director at Studio Phluid
January 1, 2007 - December 31, 2014Founded Studio Phluid to work on a variety of brands and companies, delivering branding, packaging, and web design across a direct client base.
Design Team Manager at The Warehouse
January 1, 2005 - December 31, 2007Joined marketing to re-engage buyers towards in-house design; achieved 94% turnaround within five months; managed a full design team and produced internal/external documents and annual reports.
Co-founder & Creative Director at Bonfire Creative Intelligence
December 31, 2004 - August 21, 2025Co-founded and led creative output for the design agency from 2000 to 2004, offering services including corporate identity, branding, packaging, POS, communications, and websites. Won Tetra-Pak packaging awards two years consecutively for innovative product range designs.
Founder (Owner) | Creative Agency at Bonfire Creative Intelligence
January 1, 2000 - January 1, 2004Started own agency and helped grow a million-dollar+ business within four years. Provided creative and intelligence-led services to clients including Mercedes-Benz AMG, Leiths, Coca-Cola Sprite and various SMEs.
Co-founder & Creative Director at Bonfire Creative Intelligence
January 1, 2000 - December 31, 2004Co-founded Bonfire Creative Intelligence (originally Bonfire Design) with two partners after returning from Australia. Led branding, corporate identity, packaging, POS, corporate communications, annual reports, print management and website design for a diverse client base.
Creative Director at Redstar Design
December 31, 1999 - August 21, 2025Led creative output and a team of 4 creatives, reporting to the Managing Director. Delivered branding, packaging, and print management services in Sydney during 1998-1999.
Creative Director at Redbird Design
December 31, 1998 - August 21, 2025Started as Junior Designer and rapidly advanced to Creative Director leading a team of 6 at the London-based studio. Delivered corporate identity, branding, packaging, POS, communications, annual reports, interiors, print, and websites from 1992 to 1998. Achieved notable awards for packaging design.
Creative Director at Redstar Design
January 1, 1998 - December 31, 1999Led all creative output with a team of four; focused on branding and packaging and print management, contributing to award-winning packaging work.
Creative Lead and Senior Designer
January 1, 1992 - January 1, 2000Earlier career roles across London and Sydney (1992–2000) in creative leadership and senior design positions.
Creative Director at Redbird Design
January 1, 1992 - December 31, 1998Became Creative Director, leading a studio of six; drove all creative output and packaging; won Tetra-Pak packaging awards for Sunpride ranges.
Education
Qualifications
BTEC HND in Graphic Design
September 1, 1997 - June 20, 1999Passed with Merit
BTEC ONC in Graphic Design
September 1, 1994 - June 20, 1996Passed with Merit
BTEC ONC in Graphic Design (Merit)
January 11, 2030 - August 18, 2026BTEC HND in Graphic Design (Merit)
January 11, 2030 - August 18, 2026Industry Experience
Healthcare, Financial Services, Professional Services, Retail, Media & Entertainment, Government, Consumer Goods, Software & Internet, Education, Other
BestMate produces 100% natural treats for dogs. I worked with the team here to create everything from brand identity, packaging, social tiles, website and various other communications requirements.
I partnered with Auckland Council to produce many communications documents along with a full set of brand guidelines to include the use of Te Reo (Maori language).
I was tasked with creating the first publication for an Integrated Annual Report for The Warehouse Group.
Working with Sharp to design and implement a range of product catalogues across their range of electronic products including advertising for their Sharp Aquos TV’s.
I created the full suite of skincare branding from concept to full deliverables across identity, packaging, website and social activities.
For Bubbub a new social platform specifically for animals/pets with zero human contact to showcase their lives and build a brand around them, I was tasked with creating the name to identity, social look and feel and interactions with users needs.
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