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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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These custom gift boxes were designed to make the unboxing feel just as good as what’s inside. Soft colours, feel-good quotes, and thoughtful little details — all working together to bring Sprinkler’s refillable, feel-good energy to life.

The goal? Something people wouldn’t want to toss. A little moment of joy they’d keep, reuse, or pin to their mood board — turning simple packaging into a brand experience that actually sticks.

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A small touch that added big heart to a brand moment.

For this project, I designed custom affirmation cards to pair with Sprinkler’s drink bottles as part of a curated goodie bag for a women’s weekend retreat in Byron Bay.

I also organised the partnership itself — a thoughtful brand moment aimed at increasing awareness and building connection with a community of women already aligned with Sprinkler’s values of mindfulness, self-care and intentional living.

The idea was simple: surprise and delight. Each card featured an uplifting message on the front, and a QR code on the back with a special gift from Sprinkler. It was a soft-sell approach that felt personal, not pushy — and created an instant moment of brand affinity.

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The Brief
The goal was to create a logo that is elegant, strong, and sophisticated—one that resonates with businesswomen and entrepreneurs. It was important to move away from the idea that female leadership is symbolised by a high heel, which can feel limiting and outdated. The challenge was to retain the essence of their past, while giving the brand a fresh, modern, and high-end look.

The Solution
We reimagined the name to LH Agenda, keeping the “L” for Leaders and the “H” for Heels, but shedding the imagery that felt stereotypical. The new name is sleek and forward-thinking, maintaining a nod to the brand’s origins while pushing it into a more refined and bold space.

The Result
The rebrand successfully modernises LH Agenda, positioning it as a refined and empowering brand for women in business. By moving away from the imagery of heels, LH Agenda is now positioned to connect with a broader audience of female entrepreneurs.

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matchbox.com.au

Camperdown Dairy is an Australian-owned brand with a long-standing reputation for quality and heritage. Based in regional Victoria, they’ve built trust over generations — known for producing honest, good dairy without the gimmicks.

The brief
Create packaging for their multipack yoghurt that felt instantly familiar — something that reflected their country roots and looked like it had been sitting on a family-owned milk bar shelf for decades (in the best way).

We leaned into vintage-style typography, old-school framing, and a nostalgic layout that gave it that “always been here” kind of feel. The design had to stand out in fridge doors, but still feel understated and trustworthy — just like the product itself.

This packaging set the tone for future product extensions and helped reinforce the brand’s place as a heritage name in Aussie dairy.

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I created a series of ‘sleep guides’ for The Sleep Dept., designed to be both web-interactive and print-friendly in PDF format. These educational guides are tailored for parents participating in the sleep program, offering valuable insights and practical advice. The design approach ensured that the guides are not only informative but also engaging and user-friendly, providing a seamless experience across both digital and print platforms.

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When creating the brand for Inspired Tours + Events, the goal was clear—something that feels unique, upscale, and connects with an audience that values curated, one-of-a-kind experiences. The idea behind the design? A simple yet powerful bird symbol that ties together the unity, freedom and exploration that travel brings.

The bird

The bird, shaped in a circle, is more than just a visual element. It symbolises freedom, travel, and seeing the world from a different perspective—much like the exclusive tours Inspired delivers. The circular shape represents completeness, a nod to the seamless, well-rounded experiences customers can expect.

Colour pallete

The colours play a big role in bringing the brand to life. Deep burgundy, vibrant reds, and soft touches of gold were chosen to evoke a sense of elegance and luxury. Burgundy adds that rich, refined feel, the reds bring a pop of energy and passion, while the gold represents the premium, high-end experiences the company is known for.

The result

The final look perfectly captures the essence of Inspired Tours + Events—luxury, exploration, and creativity wrapped in one. It’s a brand that is visually striking but also tells a story of freedom and adventure, making it feel as special as the tours themselves.

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Symbolism
The upward arrow isn’t just a design choice—it’s a reflection of reliability and trust. It suggests that ArrowLaw is a dependable guide, always pointing clients in the right direction. The arrow represents progress, ambition, and forward-thinking, echoing ArrowLaw’s commitment to leading clients through the legal system with integrity and precision. It’s a symbol of growth and advancement, reassuring clients that they’re in capable hands.

Brand Colours
Navy blue was selected for its powerful associations with authority, elegance, and sophistication. It’s a colour that communicates reliability, reinforcing ArrowLaw’s professional image. To add a touch of success and achievement, accents of gold were incorporated. These golden highlights underscore the firm’s dedication to excellence and high standards, creating a brand identity that exudes confidence and triumph.

The Result
The design elements beautifully marry the symbolism of an upward arrow with a refined colour palette of navy blue and gold. This design effortlessly conveys trustworthiness, progress, and excellence, positioning ArrowLaw as a reliable and forward-thinking legal partner.

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