DESIGN
STRIKE BRAND CAMPAIGN
Design and creative direction.
2024
The Strike brand campaign was a piece we worked with Dentsu Creative as our design agency. As the Creative Director I was in charge of the visuals/design from the side of the client. With this specific campaign it was more hands-on working on tweaks and suggestions to what they supplied. The outcome was a collaboration piece that included the main tag line plus a secondary message depending on the activity.
The end design was a creative that could capture not just the main activity for Strike, bowling, but a number of the other activities that the brand has to offer. The chosen activities were karaoke, bowling and laser tag. Photography by Jo Duck.
FUNLAB CHRISTMAS CAMPAIGN
2025
Graphic Design
The Christmas campaign for the four core Funlab brands was built on the insight that many people don’t actually enjoy their work Christmas parties, often finding the activities awkward or cringe. We leaned into this truth by highlighting the contrast between what a typical work party looks like and what a party could be at a Funlab venue.
Visually, the campaign explored the use of Christmas wrapping paper as a unifying design element, tying the work clearly to the festive season. The result was a fun, quirky campaign that told its story quickly and effectively through strong visual storytelling.
COLLARTS STRATEGIC PLAN
Graphic design and layout
2024
This Strategic Plan Booklet is an important piece for Collarts as it’s what their view into the future looks like. Collarts came to me talking about not having very strong brand guidelines and they didn’t want it to match their campaign that went out earlier that year. The design process came from an exploration of different approaches to the brand and how they connected back to their brands values.
The narrative of Collarts being curious, kind and connected came from an exploration of repetition which is noticeable across the entirety of the booklet.
COLLARTS CONCEPTUAL BRAND GUIDELINES
Brand guidelines, graphic design and creative direction
2024
The conceptual framework for Collarts’ brand guidelines was built upon the strategic plan I had previously created that year. Utilising this foundational document, I formulated four distinct concepts, each designed to articulate a forward looking vision for the school.
These concepts offered a range of branding approaches, unified by a versatile design system. This system not only facilitated adaptability across diverse applications but also ensured a wealth of options within each concept, promoting ongoing brand freshness and diversity.
FUNLAB DATE NIGHT CAMPAIGN
Creative direction, photography and graphic design
2025
This campaign was a collaboration piece between our internal copy writer and myself. The project was lead by both of us - from the ideation piece to the execution and photography. We had just under a month come up with a full campaign.
The brief was to create a campaign that would be on all year long to try and sell Holey Moley, Archie Brothers Cirque Electriq, Hijinx Hotel and Strike as dating destinations. The outcome was “A Date To Remember”, this gave us space to target new dates but also existing couples.
For this specific campaign I outsourced talent as well as worked as the photographer for the shot.
FUNLAB CHRISTMAS CAMPAIGN
Creative direction, graphic design and photography
2024
This Christmas campaign was to be done across 3 different brands: Strike, Holey Moley and Hijinx Hotel.
The brief was to utilise our venues but also use props that you can find at any of our venues. For Strike we chose bowling balls, Holey Moley we went to a specific venue that one of the holes is themed in Christmas and for Hijinx we used one of the games that we could alter the screen.
For this campaign I worked on the design and all the conceptual work as well as photographer / retoucher.
The campaigns main challenge was that we had created a previous concept that wasn’t hitting the mark so for this I talked to my manager and said that I would make sure we could do something quick but impactful. The turnaround time for this was a week.
MELBOURNE GRAPPLING
Brand guidelines, graphic design and creative direction
2025
For Melbourne Grappling Academy, a new martial arts school, I was tasked with developing their logo and comprehensive brand guidelines. Once the logo was approved, I meticulously crafted the guidelines, aligning them with their established strategic plan. A key aspect of their mission is to be a truly welcoming school where everyone feels included, and it was crucial that the brand guidelines authentically reflected this ethos.
The outcome is a brand identity that strongly emphasises inclusivity and approachability. To further enhance this.
I utilised AI to generate striking visuals that not only dictated the creative direction but also provided a clear starting point for all future brand photography.
STRIKE PHOTOGRAPHY
Creative direction
2023
For this photoshoot I worked alongside the photographer Kris Paulsen. The creative vision for this was a look that could showcase what guests can do at Strike but also give it a look and feel that was aimed at the target audience for Strike which is people between 20-28yo.
The outcome was fun shot that gave the impression it was being shot with point and shot camera from the eyes of the guests.
This was a shot led by myself from the side of Funlab with the assistance of our agency FutureBrand as they were working at the same time on the rebranding for Strike. We needed to make sure we were both aligning with what the brand was going to look like.
HIJINX HOTEL PHOTOGRAPHY
Creative direction
2023
For this photoshoot I worked alongside the photographer Kris Paulsen again. The concept for this shot was to showcase the venue and its different rooms as each room has a life of it’s own.
The brief was to recreate the cinematography look and feel of a Wes Anderson movie. This came across in the moodboard when going back to the photographer. The idea was to give the talent a direction of seriousness for a not so serious room. The juxtaposition of plain and loud is was had the connection back to Wes Anderson.
FUNLAB CRM PHOTOGRAPHY
Creative direction and photography
2025
The CRM photoshoot was a collaboration piece between the CRM copy writer and myself. For this piece we got given a brief that talked about approaching CRM from a new lens, something that was going to be new to the company. The idea was to get a number of shots per brand that were on plain backgrounds so the CRM team could create their own bespoke banners depending on the message for the email, something that was generic enough they could use them at any time of the year.
The proposal that got approved was a shot with 4 talent that would have change of wardrobe depending on the brand. Photographies that told a story of friendship and the fun that can be had at any of our venues. Each brand consisted of a number of props and different background colour depending on the brand.
I was the photographer for this project.
