About me

Inspired as a child to design, distracted as a teenager by a law degree, I've learned to listen to my (VERY LOUD), inner creative nature. Open minded and constantly seeking new creative influence from every corner of the earth, my goal is to challenge the 'norm', to innovate & inspire.

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Projects

• David Jones BookletA group branding piece which is a booklet designed to highlight the ‘checkered’ branding, history and future of Australian high fashion department store, David Jones. Credit also to the team: Natasha Kadir, Michelle Munoz, Elisa Rantanen
• Ovo CafeOvo Cafe is a hip brazilian cafe located in Surry Hills, Sydney. Without following the cliche meat theme, Ovo Cafe feels like you’ve been transported to a genuine street corner in Rio de Janeiro, serving up quality coffee and traditional home style meals. Undergoing a significant refurbishment, Ovo Cafe needed a transformational brand identify to match the change in the decor. The objective was clear, bring the simplicity of a Rio Boteco (traditional eating, drinking and meeting place) and the cool Surry Hills cafe culture together in a bold statement. Initially developing six concepts all grounded in modern and traditional Rio culture and lifestyle, the creative journey started with the winding beach paths along Copacabana and the tiled interiors of a typical Boteco. Ultimately the brand would always be defined by the iconography of the Egg (Ovo is Portuguese for “Egg”) in a rough and playful presentation. The new brand identity taps right into the heart of what Ovo Cafe stands for; simple, fun, food. The tagline ‘Para matar a saudade’ (No longer missing home) is a reflection of the booming brazilian community in Sydney. Together the newly refurbished cafe and it’s edgy brand identity have brought to life the Ovo Cafe owners dreams and a burgeoning trade. Credits: Karla Nicoletti & Natasha Kadir
• PerspectivesLiz and Emily, sponsored by SJB Architects, saw a genuine lacking and need to inspire young creatives by bringing together a community with guest talks from successful female creatives. The design challenge for Perspectives was, how to engage and excite the young Australian creative community with inspirational female presenters, without being sucked into a ‘girly’ theme. Not just a brand identity, a full communications solution was required to launch and grow interest in the venture. Conceptual harsh lines and angles, pastel colours and simple bold layouts defined the idea. The design needed to be transferrable across print and digital. The big “P” is inspired by the visual illusion books we would read as children, showing that something can be viewed in one way, or another. The angled trajectory of the line also brings out the theme of divergence and convergence, depending which way you look at it. www.perspectives.net.au

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Projects credited in

• Considerr: Visual direction and Ad strategy
• 2

  WBE: Website Builder ExpertNew brand direction and website.
• Brand Team Showreel March/AprShowreel produced by Francesco Moorthy.
• 1

  Experts in Money: Brand Direction
• 4

  Design Challenge - Me Myself and IA data visualisation challange to share how we spend our time.
• TSG - New Identity

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Work history

Brand DesignerMVF
Jan 2017London, United KingdomFull Time
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Creative DesignerTLG Brands
Nov 2016 - Dec 2016London, United KingdomFreelance

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Skills

• Art Direction
• Design
• Illustration
• UX
• UI
• Branding

Education

Certificate in UX DesignGeneral Assembly
Sep 2015 - Dec 2015Sydney, Australia
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Advanced Diploma Graphic DesignDesign Centre Enmore
Jan 2013 - Jan 2014Sydney, Australia