Available to hire
Visionary design leader with 20+ years of experience shaping brand identities, spatial experiences, and visual communication across creative, commercial, and architectural settings. I combine conceptual vision with technical precision to craft design outcomes that connect people to place—transforming brands into immersive, tactile experiences.
Renowned for bridging creative direction with practical, commercially astute execution. My holistic leadership style fosters creativity, collaboration, and excellence, guiding teams to produce work that elevates brand environments and exceeds client expectations.
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Language
English
Fluent
Afrikaans
Fluent
Work Experience
Senior Creative Director + Art Director at Self-employed
November 14, 2025 - October 25, 2025Led/led in g creative concept development and art direction for high-impact campaigns, including major NRL & AFL campaigns for 2024 & 2025. Oversaw brand vision for all in-house branding packaging, ensuring consistency and emotional resonance across all customer touchpoints. Managed a team of four designers, providing mentorship and strategic guidance to efficiently execute digital asset rollouts. Collaborated with cross-functional teams and external agencies to deliver all projects on time and on brand, including updated Lingerie creative and Father’s Day campaigns. Developed comprehensive briefing templates and implemented new work processes that optimized workflow, enhanced team productivity, and fostered a more streamlined, collaborative environment. Proactive approach consistently results in more efficient project execution and innovative, on-target creative solutions.
Senior Creative Lead + Art Director at Bubs Australia pty ltd
August 31, 2023 - October 25, 2025Spearheaded brand identity development for Bub s Australia Global, creating new brand guide materials and templates for social media, presentations, and print. Directed and produced multi-channel campaigns, including conceptualizing and leading photo shoots to capture brand essence for both print and online platforms. Created UI/UX designs and prototypes for website changes and edits, working with external agencies to manage back-end implementation. Delivered all campaign assets for large international expos in the USA and Vietnam, managing projects from concept through artwork rollout.
Freelance Graphic Designer at Self-employed
February 29, 2020 - October 25, 2025Collaborated directly with clients, including Best & Less Australia, to develop and design high-impact marketing collateral and digital advertising. Provided strategic advice on audience reach and messaging, ensuring designs effectively supported client objectives. Managed product development and production, including the creation of die-lines for packaging and in-store displays.
Freelance Graphic Designer at Self-employed
September 30, 2019 - October 25, 2025Developed design concepts and branding for a baby blanket range, including packaging, marketing materials, and digital advertising. Built a loyal customer base by managing all marketing and advertising, growing a following of 13,240 on Facebook and 1,066 on Instagram.
Senior Graphic and Digital Designer at Mustard Seed Relationship Marketing
December 31, 2017 - October 25, 2025Designed graphic content and illustrations for shopping mall marketing campaigns, including 3D graphics, billboard designs, and large-format printing. Oversaw brand consistency across various projects and reviewed junior designer drafts to ensure quality. Developed and managed content for the monthly newsletter using MailChimp.
Graphic Designer / Art Director at Linkadesign Strategic Solutions
May 31, 2016 - October 25, 2025Engaged with clients during project briefs to develop unified, client-centered visual solutions. Managed all project finances and created high-quality artwork for corporate identity, logo design, and magazine advertisements. Successfully executed a complex project for Anglo American Mining, which required strict adherence to corporate identity guidelines.
Senior Graphic Designer at Greymatter (Direct Marketing Agency)
January 1, 2008 - December 1, 2009Led a large project for a banking organization that included a 136-page Corporate Identity Design. Appointed Head Designer for a Private Bank campaign that won a Gold Award for excellent Creative Direction. Liaised with team members and managed production resources to ensure high productivity and quality.
Creative Director + Art Director at Best& Less
November 14, 2025 - November 14, 2025Led the creative direction and brand identity for Best& Less Sydney, overseeing a team of four designers. Developed internal brand guidelines and packaging across print, digital, and in-store materials, ensuring consistency and emotional resonance at all customer touchpoints. Collaborated with cross-functional teams and external agencies to deliver on-brand creative on schedule.
Senior Creative Lead + Art Director at Bubs Australia
August 1, 2023 - August 1, 2023Spearheaded brand identity development for Bubs Australia Global, creating new brand guidelines and templates for social media, presentations, and print. Directed multi-channel campaigns and lead photo shoots to capture brand essence for both print and online platforms. Created UI/UX designs and prototypes for website updates and coordinated back-end implementation with external agencies.
Freelance Graphic Designer / Art Director at Linka Design Strategic Solutions
May 1, 2016 - May 1, 2016Engaged with clients during briefs to develop unified, client-centered visual solutions; managed project finances and produced high-quality artwork for corporate identity, logos, and magazine advertising. Ensured deliverables were production-ready and aligned with brand guidelines.
Business Owner / Graphic Designer at MyNesi Pty Ltd
June 1, 2020 - June 1, 2020Developed design concepts and branding for a baby blanket range, including packaging, marketing materials, and digital advertising. Built a loyal customer base through consistent branding and targeted marketing across print and digital channels.
Senior Graphic and Digital Designer at Mustard Seed Relationship Marketing
December 31, 2017 - December 31, 2017Designed graphics for shopping mall marketing campaigns, including 3D graphics and large-format printing. Provided strategic advice on audience research and messaging, ensuring cohesive brand communication across campaigns.
Freelance Graphic Designer at Self-Employed
September 1, 2019 - September 1, 2019Collaborated with clients such as Best & Less Australia to develop high-impact marketing collateral and digital advertising. Provided strategic guidance on audience reach and messaging, and managed production and timelines.
Freelance Graphic Designer at Self-Employed
February 1, 2020 - February 1, 2020Continued freelance design work for cross-continental clients, delivering branding, packaging, and marketing assets across Sydney and South Africa. Contributed to end-to-end campaigns from concept to delivery.
Senior Graphic Designer at Greymatter (Direct Marketing Agency)
December 31, 2009 - December 31, 2009Led a major corporate identity project and contributed to high-impact digital and print campaigns. Coordinated with team members and production resources to ensure efficiency and quality.
Creative Director + Art Director at Best& Less
August 1, 2023 - November 1, 2025Led creative concept development and art direction for high-impact, multi-channel campaigns, including major NRL & AFL campaigns for 2024 & 2025. Oversaw the brand vision for all internal house-brand packaging, ensuring consistency and emotional resonance across all customer touchpoints. Optimised team workflow by developing comprehensive briefing templates and implementing new production processes, resulting in a more streamlined, collaborative environment and consistently on-target creative solutions. Managed and mentored a team of four designers, providing strategic guidance to efficiently execute digital asset rollouts. Collaborated with cross-functional teams and external agencies to deliver all projects on time and on brand, including updated lingerie creative and Father's Day campaigns.
Senior Creative Lead + Art Director at Bubs Australia Pty Ltd
February 1, 2020 - August 1, 2023Spearheaded global brand identity development for Bubs Australia, creating new brand guide materials and templates for social media, presentations, and print, facilitating consistent brand presence across international markets. Directed and produced multi-channel campaigns, including concepting and leading photo shoots to capture brand essence for both print and online platforms. Developed UI/UX designs and prototypes for critical website changes and edits, working with external agencies to manage back-end implementation. Delivered all campaign assets for large international Expos in the USA and Vietnam, managing the project from concept through artwork rollout.
Freelance - Graphic Designer at Sydney & South Africa (Freelance)
October 1, 2019 - February 1, 2020Collaborated directly with clients, including Best & Less Australia, to develop and design high-impact marketing collateral and digital advertising. Provided strategic advice on audience reach and messaging, ensuring designs effectively supported client objectives and commercial success. Managed product development and production, including the creation of die-lines for packaging and in-store displays.
Freelance - Graphic Designer at Sydney & South Africa (Freelance)
January 1, 2017 - September 1, 2019Collaborated with clients to develop branding and visual assets; produced marketing collateral; delivered client-focused design solutions and ensured alignment with objectives and commercial outcomes.
Business Owner/Graphic Designer at myNesi Pty Ltd
June 1, 2014 - June 1, 2020Developed design concepts and branding for a baby blanket range, including packaging, marketing materials, and digital advertising. Built a loyal customer base by managing all marketing and advertising, growing a significant social media following.
Senior Graphic and Digital Designer at Mustard Seed Relationship Marketing
June 1, 2016 - December 1, 2017Designed graphic content and illustrations for large-scale shopping mall marketing campaigns, including 3D graphics, billboard designs, and large-format printing. Oversaw brand consistency across various projects and reviewed junior designer drafts to ensure quality and adherence to client standards.
Freelance Graphic Designer / Art Director at Linkadesign Strategic Solutions
January 1, 2010 - May 1, 2016Engaged with clients to develop unified, client-centered visual solutions and managed all project finances. Executed a complex project for Anglo American Mining requiring strict adherence to corporate identity guidelines and high-quality artwork.
Education
Qualifications
Learn & Lead Workshop
January 1, 2025 - October 25, 2025PowerPoint Masterclass
January 1, 2021 - October 25, 2025Instagram and Facebook Online Training
January 1, 2021 - October 25, 2025Industry Experience
Media & Entertainment, Retail, Professional Services, Other, Manufacturing, Financial Services, Software & Internet
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