SENIOR DESIGNER & CREATIVE LEAD
QLD, Australia
I started my career in design, working across graphic design, brand identity, and digital projects. Over time, my curiosity for how people interact with design led me into UI and UX - creating interfaces and experiences that were not only visually engaging but also intuitive and user-friendly. This combination of creativity and problem-solving became a foundation for my career.
Alongside design, I ran a small photography studio where I specialised in product photography and portraits. That experience sharpened my eye for detail and taught me how to capture stories through visuals - skills that later strengthened my design approach.
As my career grew, I naturally transitioned into project leadership and design coordination. I found myself not only creating, but also guiding - aligning designers, developers, and marketers, managing timelines, and ensuring every idea connected back to a clear vision. Collaboration became central to how I work: bringing people together, turning ideas into strategy, and ensuring creative details translate into results.
Most recently, I combined my love for design, storytelling, and entrepreneurship to launch Tiny Tales Factory - a personalised storybook brand that transforms children and families into the heroes of their own adventures. This project has allowed me to unite everything I’ve learned: creative direction, visual design, digital experiences, and content creation.
Today, I bring together over 15 years of creative experience, spanning hands-on design, leadership, and cross-team collaboration. My focus remains the same: to craft work that is thoughtful, functional, and inspiring - bridging creativity and strategy to deliver meaningful results.
Every design decision should solve a problem and spark emotion.
I thrive on teamwork, aligning designers, developers, and marketers to deliver results.
From user journeys to visual design, I focus on simplicity and intuitive experiences.
I’m always learning, adapting, and exploring new creative tools and trends.
Guiding projects from concept to completion with a focus on vision, clarity, and collaboration. I work closely with designers, developers, and marketing teams to align ideas with strategy, ensuring every creative detail supports the bigger picture and delivers results.
Creative direction & art leadership
Brand storytelling & positioning
Campaign concepts & execution
Art coordination & team guidance
Building brands that resonate with clarity and purpose. From uncovering insights to shaping identity systems, I craft visual and verbal stories that connect with audiences. Collaboration with clients and stakeholders ensures that each brand identity reflects both vision and values.
Brand discovery & research
Logo & visual identity design
Brand voice & messaging
Strategy development & guidelines
Translating ideas into visuals that inspire and inform. From graphic design to digital experiences, I create work that balances creativity with usability, coordinating with developers and content teams to ensure designs are implemented seamlessly across platforms.
Graphic design & visual communication
UX & UI design
Design systems & style guides
Accessibility & usability principles
Bringing stories to life through modern tools and channels. From AI-driven design to photography and video, I merge creativity with technology to craft compelling content. Close collaboration with marketing teams ensures that every asset is optimized for audience engagement.
AI-driven design & development
Social media content creation
Photography & retouching
Video production & editing
I began my career as a graphic designer while also running a small photography practice, working across brand identities, print materials, product photography, and portraits. This gave me a strong visual foundation and sharpened my ability to tell stories through images.
In my senior design roles, I expanded into packaging and die-cut design, artwork approval, and overlooking print production to ensure quality from concept to delivery. At the same time, I advanced into UX design, creating interfaces and digital experiences that were not only visually engaging but also intuitive and user-friendly. This stage of my career blended craft, precision, and problem-solving.
With experience across both visual and digital design, I moved into creative leadership - setting direction, mentoring designers, and ensuring creative consistency across projects. Here, I focused on building strong visual systems, encouraging collaboration, and aligning design work with business objectives.
I then expanded my skills into coordination, managing timelines, resources, and workflows. This included project coordination in the tech industry, where I worked closely with developers, designers, and marketers to deliver projects seamlessly. This role allowed me to bridge the gap between creativity and organisation, ensuring smooth collaboration across teams.
Most recently, I brought all of these experiences together to build my own business from scratch. I developed a brand, created a website using AI tools without coding, and produced the content and design systems that supported it. This venture combined my background in design, strategy, and digital experiences with entrepreneurship, teaching me adaptability, resilience, and how to turn an idea into a fully realised product.