Archive
This work spans over 10+ years across print, digital, UI, photography, and everything in between. It’s an archive of projects I’ve designed over the years pieces I just can’t bring myself to delete.
Being on a creative journey naturally throws curveballs, so I’ve had to adapt and evolve. Along the way, I’ve stepped into new roles, teaching myself new skills and experimenting with emerging technologies, all while staying grounded in my core foundation as a designer.
REBUILDING THE BRAND
(about)
Helped lead a brand evolution that repositioned the business for scale, modernising its visual identity and customer experience across multiple touchpoints.
The new direction strengthened brand recognition, created greater consistency across the network, and supported the company's growth into Australia's fifth-largest franchise group.
DIGITAL APP
(about)
Designed and launched a digital loyalty app from concept to nationwide rollout, transforming how customers engaged with the brand across 152 stores.
Replacing a legacy handwritten card system, the new experience streamlined rewards, simplified customer engagement, and brought a traditionally offline process into a modern digital ecosystem.
DIGITAL CAMPAIGNS
(about)
Developed the creative direction for Soul Origin's annual Soup Season campaign, building a narrative around comfort, tradition, and the meals many of us grew up with.
Inspired by the idea of "what would Grandma make?", the campaign leaned into nostalgia and simple, honest flavours, bringing warmth and familiarity across every customer touchpoint during the winter season.
SO-ESPRESSO
(about)
Created SoEspresso, a premium coffee-focused sister brand designed to complement and expand the Soul Origin ecosystem.
From brand identity through to customer-facing assets, the project centred on delivering a distinct retail experience for coffee enthusiasts while maintaining a clear connection to the Soul Origin brand. The range focused on premium beans, brewing equipment, and everything needed to bring the café experience home.
