teranaskin.com.au

Terana Skin is an Australian skincare brand doing the hard part right: clinically backed botanical formulas, quality ingredients, real results.

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Brand Identity & Logo Design

I built the identity around a circular seal emblem — a capital K framed by a Byzantine arch, with a Roman numeral XII sitting at the top as a subtle nod to time and legacy. The trick with a mark like this is restraint. Get the weight of the outer circle wrong and it reads as a coin. Keep the arch too dominant and it fights the K. Every decision was about stripping back until only what needed to be there was there.

The KLEOS wordmark and tagline — Earned in Darkness. Kept in Light. — sit below in the same antique gold, unified so the whole thing reads as one mark, not three elements stacked on top of each other.

Delivered across three colour environments, two lockups, and production-ready stamping files built to hold at 20mm on leather and 40mm on brass. Because a mark that only looks good at hero scale isn’t really done yet.

The Outcome

The client said it was exactly what he had in his head. The identity is now live across packaging, digital, and physical production — and it holds up at every scale.

Working on a brand that needs to carry real weight? Here’s how I can help.

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jessicaella.com.au

Jessica Ella is a women’s healing expert and educator running a growing suite of evergreen digital programs through her platform Aaruka. My role was to implement a multichannel funnel strategy, starting with lead magnets as an entry point. There were no lead magnets, no segmentation, and no real strategy. There was just one welcome flow doing the heavy lifting, but not converting. So the brief was clear: build something that could actually grow with her.

The Brief

Jessica had the programs, the audience, and the expertise. What she didn’t have was the infrastructure to turn interest into enrolments at scale. Because one Kajabi sequence can only do so much, there was no way to segment by interest. There was no lead capture system feeding the funnel, and no visibility into how people were moving — or not moving — through her programs.
She needed a full rebuild. Strategy first, then the tech to back it up.

What I Did

Strategy & Customer Journey

I started by mapping the entire customer journey from cold traffic through to repeat purchase. This covered paid ads, lead magnets, landing pages, email nurture, and course delivery. Rather than plugging holes, I built the whole thing from the ground up. That meant funnel structures for different audience segments, lead magnet concepts designed to attract and qualify the right people, and a clear picture of what needed to happen at each stage to move someone from curious to enrolled.

Conversion Copywriting

I wrote all of the landing page copy, lead magnet pages, sales pages, course enrolment pages, and thank you pages. The approach was direct-response with a human voice: hooks that earn the scroll, and messaging that balances emotional resonance with a clear reason to act. Because consistency matters across a funnel, every page was written to feel like Jessica, not like a template.

Landing Page Design, Build & Funnel Structure

I designed and built each landing page in Kajabi from the ground up. This included page hierarchy, content flow, conversion pathways, and wireframe direction. Each lead magnet landing page has its own distinct visual styling, so every entry point into the funnel feels considered and on-brand for that specific program, rather than a copy-paste template. Because reducing friction at every step matters as much as the copy itself, each page has a clear job: capture, nurture, or convert.

Funnel Flow & Conversion Pathways

As a result, the funnel connects logically at every stage. There are no dead ends and no leaky handoffs between lead capture and purchase. Each page earns the next click — and hands the customer smoothly into the email nurture sequence that follows.

Klaviyo Setup & Email Marketing Automation

I migrated everything from Kajabi’s native email into Klaviyo and built it properly from scratch. This included warming the account and sending reputation before going live, so deliverability wasn’t sacrificed for speed. From there, I built 10 flows covering the full customer lifecycle:

• Welcome sequences
• Lead magnet nurture flows (converting at 18–25%)
• Course onboarding emails
• Engagement and re-engagement flows
• Behaviour-triggered automations based on course progress and purchase activity

I built audience segmentation around behaviour, engagement level, and which programs people had — and hadn’t — touched.

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Brooklyn Donuts is one of Australia’s most recognisable donut and coffee franchises, bold, fun, and unapologetically indulgent. When I came on board as their head creative, the brand had drifted. Not dramatically, but enough. The visual language had started to wander from what made Brooklyn Brooklyn, and the consistency across channels, social, email, in-store screens, print, shopping centre digital displays, wasn’t where it needed to be.

The Work

My job was to pull it back. Not reinvent it, restore it, then build on it properly.

Working across a rolling calendar of campaigns and product launches, I developed the creative direction and graphic design for everything from new range rollouts to seasonal limited editions. The Baked Donut range launch, the Dot Cake drop, Donut Day, Winter Wonderland, Made for Mum, each one needed to feel like an event without losing the thread of the overall brand.

Every campaign touched multiple formats: social stills, stories, EDM creative, in-store digital screens, shopping centre displays, and print. That kind of multi-format rollout means the design decisions matter more, not less.  An asset that looks great on a phone screen has to hold up at two metres on a centre screen. So every visual had to work hard across all of them.

The creative direction brought back the brand’s core energy — the punchy typography, the strong use of brand orange, the product-forward photography. All while giving each campaign its own moment. Consistent, but not repetitive. (There’s a difference, and it matters.)

The Result

The brand now looks and sounds like itself again, across every format and every touchpoint. Campaigns land with more confidence. There’s a visual consistency that makes the whole thing feel considered, because it is.

Ready to bring some consistency and creative direction back to your brand? Take a look at what I do →

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drkirks.com.au

This WordPress WooCommerce website design for Dr Kirks Equus was created to reflect the brand’s premium positioning in the equine supplement market. The goal was to build a high-performing ecommerce experience that felt elevated, refined and effortless to use.

Dr Kirks is a premium equine supplement brand focused on pharmaceutical-grade formulations for performance horses. Because of that, the website needed to feel credible, clinical and high-end without becoming cold or corporate.

This WordPress custom website balances strong luxury aesthetics with seamless ecommerce functionality. The dark palette, refined typography and generous white space were chosen to reflect the scientific precision behind the products while still maintaining warmth and trust.

From a UX perspective, the structure was built around clarity and performance. Product pages prioritise benefits, ingredients and outcomes. The checkout flow was simplified to reduce friction and improve conversions. Mobile optimisation was essential, ensuring the WooCommerce functionality performs flawlessly across devices.

Beyond the visual layer, this WordPress WooCommerce website design was built for scale. Clean backend structure, performance optimisation and streamlined navigation ensure the brand can expand its product range while maintaining consistency.

The result is a custom ecommerce website that reflects authority, trust and premium positioning while supporting real online sales performance.

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The Nude Nutritionist, founded by dietitian Lyndi Cohen, helps people build a healthy, realistic relationship with food through online programs and digital tools like the Binge Free Academy and Back to Basics app. With multiple product offerings, each with its own customer journey, their email setup had become overcrowded and inconsistent. I helped bring it all together with a smarter email marketing strategy in Australia, streamlining automations, tightening flows, and creating a more connected experience.

The Challenge

Over time, new automations had been added on top of old ones, creating a web of overlapping flows and too many touch points hitting the same inbox. Subscribers were getting repetitive or mistimed messages, and the structure made it hard to track what was actually working.

The goal was to simplify the entire ecosystem, personalise communication across different customer segments, and ensure every email had a clear purpose.

Content Strategy: Reduced inbox fatigue with smarter, value-driven weekly campaign.

The Approach: Building an Email Marketing Strategy in Australia

I started by restructuring the flow architecture from the ground up. This meant auditing every existing automation, removing unnecessary steps, and connecting flows so they worked together, not against each other.

The new setup focused on personalisation and segmentation, tailoring the journey for each customer based on their interaction with programs like Binge Free Academy and Back to Basics.

Weekly campaigns also got a full refresh. Instead of sending constant promotions, we built a strategic content plan that balanced education, storytelling, and timely product highlights. Each email added value and relevance, helping nurture subscribers in a way that felt more human, not salesy.

The Outcome

By simplifying automation and tightening campaign strategy, we transformed email marketing into a consistent, connected experience that aligns with Lyndi’s brand, supportive, down-to-earth, and focused on long-term change.

Now, each message meets people where they’re at, guiding them toward the right program or resource without overwhelming their inbox. The system is smarter, lighter, and built to grow with the brand.

Need help with your email marketing strategy? Learn more about how I can help.

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ciencia.com.au

Packaging design for a results-driven skincare brand.

Ciencia is a Melbourne-based skincare brand known for science-backed formulas and real results. As they prepared to expand into the Asian market, they needed a full packaging refresh that looked elevated and consistent across every product.

Their range had grown fast, which led to inconsistencies in logos, typography, and label sizes. I stepped in to streamline everything and rebuild the look from the ground up. The goal was simple: create packaging that feels premium, modern, and completely aligned with Ciencia’s reputation for results-driven skincare.

The new look uses a white, minimal base to reflect purity and performance. Red foil detailing adds a touch of luxury while keeping the clinical, trustworthy feel intact. Together, these design choices balance science with sophistication and give the brand a stronger on-shelf and online presence.

To make sure the refresh stayed consistent, I created a full packaging style guide. It includes print-ready dielines, colour specifications, and layout templates so every new product fits seamlessly into the range. This means less time spent fixing inconsistencies and more time focusing on growth.

This project wasn’t just a facelift, it gave Ciencia a visual foundation strong enough to grow with them. Every product now feels part of the same story: clean, confident, and built on science.

Looking for skincare packaging design that’s consistent, strategic, and ready to scale? Learn more.

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NDIS Website Design & Brand Identity

A Okay Care is an NDIS provider focused on mental health, but unlike most in the space, they wanted to connect with a younger audience in a way that felt warm, modern and community-driven.

They came to me with no logo, no brand and no website. Just a clear idea of who they wanted to reach: younger people and their support networks.
So I built everything from the ground up: brand identity, creative direction, and NDIS website design on WordPress.

The Brief

Most mental health branding plays it safe. Muted colours, stock photography, language that feels like it was written by a compliance department.
A Okay Care wanted the opposite, a brand that felt warm, modern, on-trend and community-driven.

But there was a balance to strike. This is still a support service people rely on, so playful couldn’t tip into unserious. The brand needed to feel human and hopeful without losing trust. And because nothing existed yet, every piece had to be built from scratch — starting with the identity, then carrying it through to a website that actually works for participants.

What I Did

Brand Identity & Creative Direction
I designed a brand that’s playful with a hint of nostalgia, think 70s cartoons meets feel-good support service. (Not a combination you see on many NDIS sites, which is exactly the point.)

• Bold shapes and friendly colour blocking that feel instantly warm, not clinical
• A playful design language that leans into accessibility and self-expression
• A logo suite with the flexibility to work everywhere: from social tiles to signage.
• Creative direction that keeps every application feeling human, hopeful and full of personality

Every choice was made for connection. Younger audiences switch off the moment something feels institutional, so the brand meets them where they are instead.

NDIS Website Design on WordPress

With the identity locked in, I designed and built the A Okay Care website on WordPress, bringing the brand to life across every page.

• A layout structured around how participants and families actually browse , services easy to find, no digging required
• Custom referral forms, so participants, families and support coordinators can refer online in minutes instead of playing phone tag
• Warm, plain-language copy structure that makes reaching out feel easy, not intimidating
• The full brand system carried through: colour, shape and personality on every page, not just the homepage

The Outcome

A Okay Care now has a brand and website that shift mental health support away from clinical norms and towards something genuinely approachable. It feels safe, familiar and empowering, especially for the younger audience it was built for.

Deanna’s words say it best:
“She truly brought our vision to life and perfectly captured the look, feel, and branding we wanted…
The website reflects who we are as a business, and we couldn’t be happier with the final result.”

Working on something similar?
Whether it’s a brand from scratch, a website that works harder, or both, here’s everything I do.

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