Objective:

Our primary goal was to recruit new members and present a welcoming, community-focused image of the NSW Police Force. The theme for our stand was “YOU SHOULD BE A COP”, emphasising the diverse and rewarding career opportunities within the force.

Concept and Planning:

We initiated brainstorming sessions early to gather a variety of creative ideas. Despite being initially limited to old photos and assets, we successfully organized resources for a new photoshoot. This shoot featured officers from different commands, each representing a unique aspect of police work and community involvement.

Photoshoot and Interviews:

I took charge of art directing the photoshoot, ensuring each officer’s unique story and role were highlighted. Alongside the photos, we conducted interviews and gathered personal quotes to accompany their pictures. This approach aimed to resonate with various personas and showcase the broad spectrum of life situations within the police force.

Design and Execution:

Post-photoshoot, I focused on refining the photos and designing the artwork for the stand. This included creating visually appealing displays that effectively communicated our theme and objectives.

Results:

The stand received overwhelmingly positive feedback from both the team and the public. The engaging and relatable presentation significantly increased interest, resulting in triple the enrolments compared to the previous year.

This project showcased my ability to lead a creative team, manage resources efficiently, and deliver a high-impact visual presentation that met and exceeded our recruitment goals.

Advara HeartCare - Re-branding and re-design of assets

While working at Initial Marketing, I was part of the team responsible for a rebranding project. Our client transitioned from GENESIS to Advara HealthCare. We worked on various aspects of their new brand identity, including their website, brochures, annual report, social media posts, shop signage, stationery, and all other marketing collateral.

I had the opportunity to work on a significant project leveraging the Department of Planning, Industry and Environment’s brand guidelines. My role involved developing a document creative concept template that served as the foundation for the entire project, ensuring consistency of brand and document design across multiple long-form accessible documents.

To enhance the effectiveness of the documents, the design included a variety of infographics, tables, and graphs that required careful creative execution. The project involved working with dozens of reports, each with imagery and graphics assets that needed to be coordinated within the same deadline.

Successfully executing this project was an incredible experience, and I'm proud to say that the client provided very positive feedback. Overall, it was a rewarding and challenging project that allowed me to develop my design skills and work under pressure in a fast-paced environment.

Images and work credit: Tactical Directions, www.tdirections.com.au

I had the pleasure of collaborating with STAEDTLER Pacific on an extensive project to develop their product catalogue. The catalogue spans 215-pages and showcases 12 product categories, ranging from graphite pencils to writing instruments and drawing accessories.

My team at TD and I worked closely with STAEDTLER to develop a comprehensive creative strategy that ensured each product was clearly categorized and displayed with individual product details and imagery that was easy to read and navigate. We also incorporated features that allowed for seamless ongoing updates.

Throughout the catalogue, we ensured that each product was displayed consistently, with colour and font hierarchy used to highlight key information and engage readers. To further break up the text-heavy sections and create visual interest, we added product feature content throughout.

This was a significant project that required a lot of teamwork and effort, but the final product was well worth it. The catalogue looks and navigates beautifully, making it easy for customers to find the perfect product for their needs.

Images and work credit: Tactical Directions, www.tdirections.com.au

Working on the creative execution of the NSW Government's Net Zero Industry and Innovation Program was an amazing experience for my team and me. We were tasked with creating a publication, summary document, and social media suite that captured the program's essence and communicated it effectively to readers.

Leveraging the NSW Government brand guidelines and colour palette, we set out to create visually appealing and easily identifiable sections that reflected the program's focus areas. We added our own creative touch to the document's chapters, infographics, and social media posts, ensuring they were both engaging and informative.

The end result was a beautifully crafted communication package that perfectly conveyed the program's message. We're thrilled to have been a part of this important project and are grateful for the positive feedback we received from the NSW Government. It's projects like these that remind us why we love what we do!

Images and work credit: Tactical Directions, www.tdirections.com.au

This project was a real winner for my team and me! We collaborated with TD to create a comprehensive guide that communicated the NSW Empowering Homes Program while following sector guidelines.

To make the guide more engaging and memorable, we incorporated emotive imagery, infographics, and iconography throughout. We also strategically used the color palette to emphasize key information and improve design interest.

But that's not all - we also designed the document with inclusivity in mind. We made sure to consider accessibility, color contrast, and diversity in imagery to make the guide welcoming and accessible to all.

The end result was a fantastic long-form guide that effectively communicated the Empowering Homes Program while also being visually stunning and inclusive. We're proud to have been a part of this project and are thrilled with the positive feedback we've received!

Images and work credit: Tactical Directions, www.tdirections.com.au

This project was a real blast - we got to work on a campaign to incentivize primary school teachers to include Staedtler products on their 2021 booklists, with the goal of increasing brand awareness among key product purchasers: parents.

Our media strategy involved eDM communication, Teachers Magazine Online eDM development, digital advertising across Facebook and Instagram, and a LinkedIn messaging campaign. I was in charge of designing the main look and feel of the campaign, and after receiving approval, I developed all collateral.

It was a lot of work, but the end result was fantastic! The campaign looked great and effectively communicated the benefits of including Staedtler products on booklists. We're proud to have been a part of this project and are thrilled with the positive response we received.

Images and work credit: Tactical Directions, www.tdirections.com.au

As part of this exciting project, TD and I kicked off with a comprehensive industry and brand research deep dive to gain a clear understanding of the region and its existing marketing materials, as well as wider regions, setting a high creative benchmark.

Building on the insights gained, I was tasked with developing a refreshed creative direction that would not only elevate the region but also ensure a unique positioning in the market. The concept centered around the idea of a visually stunning magazine, infused with the functionality of a visitor guide, featuring clearly defined sections.

We showcased the region's breathtaking attractions and landmarks with striking imagery and incorporated subtle brand assets to maintain consistency throughout. To capture the beauty and diversity of the region, we collaborated with Council’s preferred photographer and ensured that the images complemented the concept perfectly.

The approved concept was then seamlessly translated to the supporting flyers, guaranteeing a consistent and impactful delivery to the market.

Images and work credit: Tactical Directions, www.tdirections.com.au

We have worked over the years with all Staedtler Back to School campaigns. I have had the pleasure of working on it for the past 3-4 years and watch it evolve. In the campaign we have designed print collateral: billboards, banners, flyers, packaging and etc. We also developed many different digital campaign for social media, including videos, animated gifs and ads. I was involved in the project as a senior designer, helping TD achieving the best results possible.

In this gallery you can see some example of what we have created over the years.

Images and work credit: Tactical Directions, www.tdirections.com.au

For years, TD has been collaborating with Brisbane City Council and I have had the privilege of designing a wide range of campaigns that all adhered to an existing brand guidelines. As part of my role, I created billboards, shopalites, digital banners and ads; homescreen images; stands; plus lots more promotional materials.

Images and work credit: Tactical Directions, www.tdirections.com.au

TD was asked to create a visual identity and supporting creative templates that increased recognition, helped initiatives and programs, and positioned NSW as a global centre of excellence.

I started work mid-project and assisted my creative director finding an asset that would go well with some of her already approved ideas. We worked in collaboration to create the brand guidelines and after approval we implemented collateral templates for different mediums like flyers, posters, banners and others.

It was such a fun project to create an entire new brand identity and new guidelines and templates to be used by other designers and companies.

Images and work credit: Tactical Directions, www.tdirections.com.au

TD was briefed in developing a video that communicates Brisbane’s commitment to making Brisbane better by building five new green bridges. TD had previously designed the entire video and Brisbane council came back to us needing an update. I was in charge of the updates. I first developed key visuals and a story board and after approval I edited the prior video into the new version. I used Adobe After Effects to achieve the result. It was a very satisfying project as it was one of my first video design jobs.

Please see video here.

In this project, Td was briefed on the creative development and execution of Waterpik’s exhibition stand and supporting collateral for ADX20. Utilizing the brand guidelines we established, we developed an array of graphic materials to launch their new product, Sonic Fusion. Our goal was to create eye-catching visuals that captured the attention of potential customers. As part of the collection, there were: Stand creative panels, Print advertising, Email marketing campaign, Stand digital videos, Flyers, Social media strategy, and Branded water bottles. I worked with the team to deliver all outcomes in this project.

TD was briefed on developing and activating a brand strategy to increase awareness and favourability of Australian Wood Industries, a specialist timber company, amongst key audiences—tradesmen and serious home renovators.

After all the research was made by the team I was in charge of the creative execution. We had to deliver a 30 seconds video for digital advertisement and social media animated and image based posts. We came up with an engaging video that I have created on After effects. The video had great repercussion online.

Images and work credit: Tactical Directions, www.tdirections.com.au

TD was briefed to develop a suite of creative templates to improve brand consistency across external communications by various stakeholders. To guarantee uniformity in all communications and materials produced by internal teams, I was responsible for designing a set of customisable brand-aligned creative templates. These creative templates were developed in word and PowerPoint formats to ensure accessibility by all stakeholders. To ensure brand consistency and cost-effectiveness, we developed multiple page layouts to meet various copy and visual needs. We embedded branded fonts, colour themes, and font styles into the templates for easy updating while providing users with detailed instructions on the proper implementation of the brands.

The Great Barrier Reef Foundation project had the objective to bring brand awareness to the foundation. The design had to be versatile and work with different imagery. We leveraged GBR brand guide-lines to create a few different design options. After approval, we developed all artwork to go in different mediums, like newspaper, indoor Shopalite ad, digital ads, social media posts, presentations and etc.

MY NIKON LIFE is a custom made magazine which I designed from scratch. Initially the project involved many presentations with the client, before we arrived at the final layout. From there we collaborated closely with the client to deliver a high quality quarterly magazine for Nikon enthusiasts. Our work was very well received by its audience, and in reward for this, MY NIKON LIFE won the 2013 Publishing award for best cover and was finalist for custom magazine of the year.

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Nikon Digital Magazine was a project I created from it’s concept, with the objective of engaging the current Nikon audience with priority on user experience, while maintaining an interface consistent with the brand guidelines. The end result showcased the Nikon product range, while encouraging the loyalty of photographic enthusiasts to the Nikon brand. This digital Magazine eventually replaced the award winning printed version.

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I have worked closely with Nikon creating artwork based on brand guidelines including collateral marketing material such as digital invitations, eDM’s, printed stores displays and etc.

Fantastic furniture catalogue was a long project where we wanted to create a seasonal catalogue that was easy to read, beautiful and that you could keep at home for reference. We offered the looks of a magazine and the information of the catalogue with prices and showcase of Fantastic Furniture’s entire range.
The project was created from scratch and quite challenging as we needed to apply the same style to the information all through the catalogue and we couldn’t exceed a number of pages, so we had to play with the amount of products per page, hero shots and etc.

BetterPictures is a custom made digital magazine designed for Camera House to engage with it’s customers, based on it’s printed version. I was responsible for creating a digital version and art directing it.

My goal was to create something that was both easy to navigate and interesting to read.

Nikon Handbook was created to help sales gain knowledge of all products in the Nikon range and understand the updated marketing campaign better. It was also used as a tool for selling Nikon products to authorised dealers, sales representatives would take the app with them to showcase products, and the app enable them to videos and specs of each product. I had to find solutions for layout and design a menu that was easy to navigate. I created all layouts based on the brand guidelines.

BetterPictures is a custom made magazine designed for Camera House to engage with it’s customers. I was responsible for creation and art direction of this project. I created a template easy to use and update every month.

Series of posters made for Scotland Island community designed Probono.

I feel so proud and lucky to have been part of this wonderful project. It is my first ever book design and I feel like I couldn't have started better. The little book about Tuberous Sclerosis complex is a great way to inform, teach and learn how to sympathise with the disease and person/families living with it. I am really close to a family of little girl that suffers from TSC and I volunteered my design to make it all happen, from concept to completion.

This project was the creation of a new product and brand called Woodpix. The brand needed to have a professional but handmade authentic feel to it. I have developed the branding and all the collateral, including Flyers, gift certificates and facebook ads.