DESIGN
STRIKE BRAND CAMPAIGN
Design and creative direction.
2024
Strike needed to shift public perception beyond bowling, the goal was to communicate that the brand offered a fuller entertainment experience, including laser tag and karaoke, without losing the energy that made the brand recognisable.
The result was a cohesive, high-impact campaign spanning digital and OOH channels, marking the first major public rollout of the new Strike brand identity. Leading the project from the client side in partnership with an external agency, the focus was on building a creative system that felt organic rather than templated. The campaign drove significant foot traffic across all venues and delivered strong brand awareness, successfully repositioning Strike as a destination for more than just bowling.
HIJINX HOTEL DIGITAL SCORE CARD
UX / UI
2026
Hijinx Hotel needed a digital solution that would enhance the in-venue experience, allowing players to track their scores across a booking via QR code, while also tapping into the growing appetite for competitive socialising through a live leaderboard showcasing the best players in the venue.
The result was a mobile-first application built around a clean, intuitive UI that made accessing scores effortless for users of all tech comfort levels. Currently in development, the platform is designed with a longer-term vision in mind, using consumer data to continuously refine the experience and deliver a more personalised, responsive UX as the product evolves.
FUNLAB CHRISTMAS CAMPAIGN
2025
Graphic Design
With four distinct brands, Holey Moley, Strike, Archie Brothers, and Hijinx Hotel, the task was to create a unified Christmas campaign that could flex across each property while maintaining a consistent tone. The creative needed to feel festive and fun, leaning into humour without losing the individual personality of each brand.
The result was a playful campaign anchored by an unexpected creative device, discarded Christmas wrapping paper, that brought warmth and wit to the seasonal messaging. Working in partnership with a production company to deliver photography and video, the campaign was led by myself under the direction of the Creative Director. The work ran across all four brands, driving a measurable uplift in online bookings and attracting corporate group bookings throughout the Christmas period.
COLLARTS STRATEGIC PLAN
Graphic design and layout
2024
Collarts needed a forward-looking piece that mapped out the brand's vision for the next five years, but more than a functional document, the CEO wanted something that signalled a fresh direction and reflected a brand ready to evolve.
The result was a booklet that used repetition and movement as its central creative language, a visual metaphor for the breadth of courses Collarts offers, all united under the umbrella of creativity. Included within the booklet were a poster of the college's manifesto and a second dedicated to their values, giving the piece both purpose and permanence. The work was exceptionally well received across the board, resonating with students, faculty, and board members alike, and successfully setting a new creative benchmark for the Collarts brand.
COLLARTS CONCEPTUAL BRAND GUIDELINES
Brand guidelines, graphic design and creative direction
2024
Collarts required a brand refresh that balanced innovation with continuity, certain existing elements needed to be retained, while the overall identity had to feel current, considered, and reflective of the college's creative culture.
The result was three distinct brand concepts, each built on a different strategic and visual foundation. One explored an abstract system of shapes drawn from the diversity of courses on offer, while another was anchored by a form shaped by the dual pillars of creativity and community. Rather than presenting a single direction, each concept was developed as a fully considered system, flexible enough to evolve with the brand over time, and varied enough to offer genuinely different paths forward for Collarts to explore.
FUNLAB DATE NIGHT CAMPAIGN
Creative direction, photography and graphic design
2025
The goal was to develop a flexible, always-on campaign that could be activated at any point throughout the year, positioning venues across the portfolio as the perfect destination for date nights. The campaign needed longevity built into its DNA, remaining fresh and relevant regardless of when it was deployed.
The result was a photography led campaign that captured intimate, memorable moments across the venues, brought to life in close collaboration with a copywriter from production through to photography and design. The creative system was intentionally simple, built around colour, lockup, and photography in a way that allowed elements to be swapped easily, minimising creative fatigue over time. Running as a digital campaign, it delivered a strong positive response through EDMs, proving the effectiveness of the system as an enduring part of the marketing toolkit.
FUNLAB CHRISTMAS CAMPAIGN
Creative direction, graphic design and photography
2024
Following the failure of an initial design by another designer, a Christmas campaign needed to be conceived, produced, and delivered from scratch, with the entire process compressed into just three days. The pressure was significant, but the work still needed to feel considered, on brand, and campaign ready.
Taking ownership of the creative direction, the concept was developed through hand sketches to secure rapid approval before moving straight into production. The campaign stayed true to the brand while bringing in subtle Christmas props to add seasonal warmth without losing identity. Photography was captured in both landscape and portrait formats to meet the demands of a broad suite of digital OOH assets. The campaign launched with a strong social push and delivered one of the highest engagement results the brand had seen across a Christmas campaign, a testament to what a focused, fast moving creative process can achieve.
MELBOURNE GRAPPLING
Brand guidelines, graphic design and creative direction
2025
Melbourne Grappling Academy needed a clear and cohesive set of brand guidelines to establish how their new identity would show up consistently across every touchpoint, giving the gym a strong, unified presence from the ground up.
The result was a comprehensive brand guidelines document that gave the Academy a confident and cohesive creative foundation. The process was rooted in collaboration, working closely with the founders to understand the culture and vision of the gym, while anchoring all creative decisions to a supplied tone of voice document. This dual approach ensured the brand felt both personally authentic to the people behind it and strategically consistent across every application it would encounter.
STRIKE PHOTOGRAPHY
Creative direction
2023
With a refreshed brand identity in place, Strike needed photography that could bring it to life, capturing the energy and personality of the brand in a way that felt authentic to its target audience and set a clear visual benchmark going forward.
The result was a vibrant, energetic shoot that placed the audience at the heart of the action, feeling less like a branded production and more like being part of the party. Leading the project end-to-end, the process spanned mood board development to brief the photographer, coordination with the production company, and hands-on involvement in talent selection. Every decision was made with the target audience front of mind, ensuring the imagery felt organic rather than staged. The shoot ultimately set the visual standard for what Strike looks like, becoming the creative reference point for the brand going forward.
HIJINX HOTEL PHOTOGRAPHY
Creative direction
2023
As a new brand, Hijinx Hotel needed photography that could capture the surreal, one of a kind atmosphere of its venues, imagery that felt as distinctive and unexpected as the experience itself.
The creative solution drew inspiration from the visual world of Wes Anderson, whose signature use of symmetry, colour, and composed stillness proved the perfect lens through which to capture the quirky character of the venues. The shoot was developed across two distinct directions, a precise, structured approach intended for out-of-home placements, and a looser, more organic feel crafted for digital channels. This intentional split elevated the OOH creative to feel bold and considered, while keeping the digital content feeling alive and approachable. Together, the two styles gave Hijinx Hotel a photographic identity that was simple, bright, and unmistakably its own.
FUNLAB CRM PHOTOGRAPHY
Creative direction and photography
2025
The CRM team needed a versatile library of venue photography that could work hard across EDM communications, but existing imagery relied too heavily on talent, limiting its flexibility. The shoot needed to remove people from the frame entirely, creating content generic enough to cross sell activities to different audience segments without feeling mismatched or out of place.
The result was a focused, efficiently executed shoot led internally in close collaboration with the in-house copywriter, covering everything from sourcing props and talent to directing on the day. The absence of people in the final imagery gave the CRM team the creative flexibility they needed to tailor messaging across a wide range of audiences and activities. Beyond the output itself, the shoot stood as a strong example of what a small, agile internal team can produce with a clear brief and a fast turnaround.
