SENIOR DESIGNER & CREATIVE LEAD
QLD, Australia
At Phoenix, the challenge was not only creative but structural. The company relied heavily on external agencies, which led to gaps in communication, duplicated work, and a lack of cohesion across projects. The goal was to cut out the dependency on agencies and strengthen the internal team by making design, development, growth, and marketing work together as a single unit.
Internal Collaboration
Website
Revamps
UX & Design Systems
Process Alignment
I focused on design coordination across departments, bridging the gap between creative and technical teams. Designers, developers, and marketers often struggled to understand each other’s workflows, so I acted as the link - aligning goals, clarifying processes, and ensuring collaboration flowed.
During this period, Phoenix was also undergoing a revamp of multiple websites. I overlooked design systems, user journeys, and UX, making sure every interface felt consistent and intuitive. My role was not just to review visuals but to ensure that the user experience aligned with business objectives and marketing strategy. By removing agency layers and strengthening internal workflows, I created a more efficient, collaborative, and productive environment.
The shift allowed Phoenix to take full control of its creative and digital output. Websites were redesigned with improved UX and cohesive design systems, and internal teams learned to work together with greater clarity and efficiency. Without the friction of agencies, projects moved faster, communication improved, and the company gained stronger creative ownership of its brand.
This project was a milestone in learning how to balance design leadership with team coordination. It highlighted the value of building processes where growth, development, design, and marketing work hand in hand. Overseeing multiple website revamps while guiding internal collaboration gave me the opportunity to shape not only the creative outcome but also the way teams work together — a change that had lasting impact beyond the visuals.
