In 2021, I developed the brand for the family-owned takeaway establishment Chiefly West. Based on 70s diner design trends and the owners’ Scottish heritage, I developed the identity, signage, uniforms, packaging, copywriting, merchandise and a fully illustrated menu. I run their instagram account and manage all promotions, including their weekly specials and catering side-business. All of this culminated in 2023 when I developed Chiefly Family Cooking, a 32-page recipe book that I designed, photographed, wrote and project-managed.
For a short contract in 2023, I worked as a brand designer for finance company Betashares. For over 10 years, Betashares has become famous in the finance world for their curation and promotion of exchange traded funds across the ASX. Alongside their creative director, I produced countless digital and print promotions, boarding for motion graphics, branding for their e-learning series, illustrations for their trading app Betashares Direct, and concept design for a core advertising campaign run in the Australian Financial Review.
From 2022 to 2023, I worked as a brand designer for the internationally renowned fintech company Stake. In Australia, New Zealand and Brazil, Stake is known for its financial trading app, allowing members to buy and sell shares on Wall Street and the ASX. During my time with Stake I worked on several projects surrounding their product - promoting the app, producing regular media content, designing a booklet to explain self-managed super funds, and developing brands for an end of year “Hottest 100” style campaign, a series of events in New Zealand, the corporate pride initiative and a regular segment spotlighting the content of ETFs.
From 2022 to late 2023, sandwich restaurant Chiefly East pivoted to a Mexican taqueria and became Chiefly De Gallo. I developed the brand - based on Mexican flowers and retaining the original Chiefly colours - and even picked the name, fully underestimating Newcastle’s capability of Spanish pronunciation. “It’s Pronounced Duh-Guy-Ohh” became a catchphrase printed on promotions, signage, merchandise and a series of rotating fully-illustrated menus. The De Gallo brand was huge, and resulted in four tattoos of my artwork floating around the city on superfans. In 2023, the restaurant closed its doors after producing its final two menus - the Last Dance and the Big Kiss Goodnight.
From 2021 to 2022, I worked as the art director for internationally-recognised menswear and lifestyle brand The Critical Slide Society. Over the past fifteen years, Critical Slide has become famous for their board shorts, puffer jackets, surf hardware, international collaborations and cheeky, art-forward attitude. I had my hands on almost everything TCSS produced over those two years as a graphic designer, illustrator, director of photography, copywriter and web designer, including longform product catalogues, apparel design, a fully-illustrated fit guide, branding for international initiatives, weekly EDMs and sale promotions, in-store displays, advertising campaigns, video titles, photo editing and the development of a flagship store and cafe in Mona Vale, Western Sydney.
For the past five years I have collaborated with NSW coffee roasters Glee Coffee, designing packaging and merchandise for their various products. My handwriting and illustration style has dominated their brand throughout, culminating in my 2023 redesign of their logo.
