I partner with leadership to build and evolve brands with a strategic foundation, from positioning to full identity. I build the systems, governance, and platforms that hold it together at scale. And I direct the craft, leading my team while staying hands on where it matters most.
I take a solutions-focused approach: given ambiguity, I bring structure; given autonomy, I bring judgement. I'm most useful in the room before a brief exists, not just after one lands — looking for the most efficient path to real impact and growth.
I do my best work close to the work itself, staying hands-on rather than stepping back into pure management, and I measure success by outcome, not output. I'm drawn to teams and leaders who treat creative thinking as a genuine input to strategy, not a finishing coat applied at the end.
End-to-end Brand Building
End-to-end brand building — treating brand as substance, not decoration: strategic positioning through to full identity systems, owned start to finish rather than handed off between strategy and execution.
Brand Systems & Governance
Building the systems and frameworks that hold a brand together at scale — often initiated ahead of formal mandate, where governance gaps put brand integrity at risk.
AI-Assisted Platforms & Production
Prototyping AI-assisted tools and platforms that solve real capacity and governance constraints — connecting existing knowledge structures to good UX, rather than building automation for its own sake.
Visual Craft & Execution
Visual craft grounded in strategic intent — a foundation in identity design, digital, print, and motion design that underpins the systems and strategy work above.
Career History
Full role-by-role timeline, dates, and day-to-day scope.
End-to-end Brand Building
National rebrand — acquired excavation business
Led full-cycle rebrand and national positioning for a newly acquired excavation business, properly integrated into the group's house of brands. Strategic discovery, positioning, and design delivered end to end.
New capability build — electrical services
Built the brand and market positioning for a new capability offering (electrical) from scratch — translating a fresh commercial offering into a coherent, market-facing identity, partnering end-to-end with incoming leadership.
Perception-led brand campaign
Positioned a business to counter an industry perception challenge, working directly with the MD and a family collaborator on cultural and creative direction. Independently orchestrated the associated campaign as a one-man band — the project that first taught strategic brand building.
House-of-brands visual system
Contributed a marketing lens to the group's early house-of-brands system ahead of its ASX listing — shaping visual alignment to the parent brand and the shared themes and motifs that later carried through to subsequent acquisition rebrands, working alongside an external agency on execution. The one build in this bucket without an existing entity to react to; positioning evolved through Symal's first acquisition, with the in-house team then delivering execution end to end and landing strongly in market.
Studio leadership & mentoring
Consistent across every role: designed studio briefing and workflow at Symal; led a team of three designers and content creators while training on-air teams at Grant Broadcasters (now ARN Regional); worked with international project teams on local brand execution at World Mosquito Program.
Brand Systems & Governance
EX brand framework
Spun a minor request into a full employer-brand proposal, translating leadership-set engagement pillars into an end-to-end platform/system/model. Built in response to internal brand fragmentation driven by rapid growth and a wave of new hires, and named pillars that reflect how Symal genuinely shows up across its recruitment, delivery, and corporate audiences. Pitched and approved.
Tender submissions
Supported a number of flagship-project submissions with complex site staging diagrams and summary microsites distilling the proposal, alongside sales-led campaigns built around industry events or specific tenders to keep marketing aligned with the bid.
Website & brand governance rollout
Project managed the external development of Symal's 2024 website, and led internal implementation of updated tone-of-voice and brand guidelines.
Acquisition integration (6 businesses)
Integrated six acquired businesses into Symal's brand architecture, applying reputational judgement to each positioning and identity decision.
Group rebrand — strategic input
Contributed strategic direction alongside execution on the full group rebrand supporting the transition from a private ~300-person Victorian business to a ~2,000-person ASX-listed national brand.
AI-Assisted Platforms & Production
Marketing intake system
Designed and built a working prototype of an end-to-end intake system to resolve fragmented briefing, poor stakeholder comms, and a reactive studio environment. Business-wide users describe what they need in plain language; the system first surfaces existing platforms, materials, and assets on file that already meet the need, and where nothing fits, prompts them to submit a proper brief to the studio, then automatically builds out the folder structure and project line items behind it. Includes governance validation built in, for example flagging content intended for external audiences, so brand control isn't lost as self-serve access increases.
Brand content platform ("campaign engine")
Built as an AI-enterprise project to considerably cut the marketing team's time spent producing large capability materials — taking a brief, or even a one-line prompt, and producing on-brand, on-tone copy and content structures ready for review, extending through to a matching social content strategy. Turns a single capability-statement request into a small campaign.
Campaign microsite system
Repeatable, evolving templates spanning three uses: recruitment microsites for isolated or highly competitive geographic markets, the capability explorer as a compact, customisable alternative to the main website, and tender-bid microsites (including video content from EGMs on why Symal is the right fit). The common thread is using digital storytelling to take people on a journey, rather than sending a static PDF — embedding video and interactive elements to carry the narrative properly.
Connected creative-operations system
Intake system, brand content platform, capability explorer, and a broader workflow overhaul form one connected creative-operations system, addressing capacity and governance together.
Visual Craft & Execution
Group rebrand execution
Delivered visual identity and rollout execution across the group's full rebrand, translating strategic direction into consistent, market-ready output.
Campaign microsites
Designed and shipped bespoke campaign microsites for recruitment and sponsorship activity, evolving into the reusable template system referenced in AI-Assisted Platforms & Production.
Production foundation
Broad background across motion graphics, digital, and print design prior to moving into strategic brand work — the visual craft base that later strategic work was built on top of. Also scheduled and directed photo/video/drone shoots with external contractors as part of day-to-day production.
Career History
Eight years at Symal, progressing from graphic designer to Head of Creative, alongside earlier experience across not-for-profit, media, education, and freelance design.
Brand building: new-capability and acquisition-integration work
Request case studies →- Own brand evolution, architecture, and governance through sustained growth and sophistication of service offering
- Assess the relevance and impact of complex brand communications across an evolving audience and competitor landscape
- Design and prototype the systems and platforms — intake, AI-assisted content, governance tooling — that scale creative capacity beyond the studio's own headcount
- Shape creative and content direction across marketing, comms, and corporate affairs, exercising strategic influence well beyond the studio's formal remit
- Lead and mentor a small, multi-disciplinary studio team, building capability across brand, digital, and content disciplines
Brand building: end-to-end rebrand and house-of-brands visual work
Request case studies →Brand building: brand campaign work and the group's national rebrand
Request case studies →Facilitated the rebrand from Monash's "Eliminate Dengue Program"; developed print/digital creative for internal, philanthropic, and scientific audiences; worked with international project teams across sites where community was a key audience, balancing local cultural nuance against a consistent, group-led narrative.
Managed content, creative, and display ads across 15 radio station websites and social channels; led a team of three designers/content creators; trained on-air teams in producing digital content.
Taught tertiary-level fundamentals across both brand identity development and graphic design, through lectures, tutorials, and practical application.