Design found me before I knew what to call it…
In my final years of high school, I picked up a camera, drawn to the idea of seeing the world through a lens that would otherwise go unnoticed, capturing perspectives that felt overlooked or forgotten.
That curiosity never left me. It simply evolved.
When I found graphic design, I realised I could use that same lens in a different way. Not to capture the world as it is, but to uncover what it was. My type specimen publication exploring the forgotten sign painting and architectural typography of 1920s Little Queen Street in Auckland was built on exactly that instinct, and went on to earn a silver at the DINZ Best Awards.
That thread runs through everything I do — From Brand Strategy & Visual Identity through to print-based Publications.
The Work That Shaped Me
I graduated from AUT with a Bachelor of Design in Communication Design, and went straight into freelancing. It wasn't an easy path. Jobs were hard to find, and the industry was (and still is) difficult to break into. But I made a deliberate choice: if the work wasn't going to find me, I'd go out and build it myself.
That decision has taught me more than any single employer could have. I've worked across brand and web projects, in-house design roles, and support positions with everything from startups to established businesses. The range has been invaluable. I don't have a narrow niche yet, and I'm not sure I want one. What drives me is the work itself, and the chance to help a business understand and communicate what it actually is.
My background is in typography. That shows up everywhere. But what I'm most focused on now is strategic brand identity and web design, work that connects how a business looks to how it performs.
On Preservation and Vision
One project sits at the centre of everything I care about: a type specimen exploring forgotten architectural typography and sign painting from 1920s Auckland. The work examined Little Queens Street as it existed decades ago, uncovering the visual language that had been lost to time and redevelopment. It earned a silver award at the DINZ Best Awards.
That project wasn't just about typography. It was about seeing something that the world had stopped looking at, and finding a way to show its value again. I think that's what I do with brands. Most businesses have a story worth telling. Most have been shaped by something real. My job is to uncover that, and make sure the visual identity reflects it.
That instinct, that desire to preserve and reveal what's already there, runs through everything. It's why I chose design in the first place.
My Process
Every brand project starts with a discovery call. I'm trying to figure out what the business actually is, who they're speaking to, and what world they're trying to build or step into. I want to understand the people behind it, their ambitions, their constraints, and the gap between how they see themselves and how the market sees them.
From there, everything flows. Strategy informs creative direction. Creative direction informs visual identity. Nothing exists in isolation. By the time we get to delivery, the work feels inevitable rather than invented.
Clients describe working with me as straightforward. Easygoing, but focused. I get the work done on time, and I care about the details. I think that matters.
What i Do
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1/4
I delve deeply into a company to discover perspectives spanning brand, product, and technology.
Discovery
Research & Insights
Audience analysis
Design principles
2/4
I create vibrant, unique brand identities that revolutionise the way companies engage with their customers.
Art direction
Brand guidelines
Design systems
Print & packaging design
3/4
I transform ideas into cutting-edge experiences tailored to company requirements and consumer desires.
Web Design
Web Development
Ui/UX Deign
Brand & Web Designer
Freelance
BF Creative
2023-
Brand Designer
Freelance
Aera
2024-2025
Designer
Intern
2023
Clients
