Design Director
Cookson & Roberts are engineering recruitment specialists who work with businesses in the consulting and engineering space.
The task: Founded by two young women, the client wanted to have a confident, bold voice within a traditionally male dominated industry. It was essential to the client that that the identity reflect their mission of connecting organisations and individuals by selflessly sharing knowledge, expertise and best practice.
My role: To work closely with the client to build and develop a brand identity through key digital touch points.
Design Director
Smuggy is reusable coffee cup company on a mission to make a positive environmental impact through empowering its target audience to reduce and eventually eliminate single-use plastic.
The task: To create a playful, uplifting and empowering brand identity, that embodies smuggy’s cheeky tone of voice and hints to its Bondi origins. In a reusable saturated market, smuggy needed to stand out against competitors.
My role: I developed a cheeky brand identity that plays on the visual language of a simplified ‘smug’ smile. The smile has been herod through a simple, transferable graphic ‘smile’ device. The vibrant colour palette embodies a Bondi summer and stands out against a market of muted colours.
Allens Linklaters is one of Australia’s largest law firms. Their 200 year anniversary was a major event, celebrating Allens as pillars within Australia’s history of law.
The task: To create an engaging, modern and fresh identity celebrating AL’s 200 year anniversary, with an emphasis on the future. The client wanted an identity that reflected how far they have come as an organisation, and that visually represented their diversity. It was required that the identity utilise their existing colour palette and fonts, in order to integrate the campaign into their existing visual identity. The client wanted us to play with additional colours and imagery styles to enhance their existing toolkit.
My role: To create a 200 year brand mark and brand identity demonstrated through key on and offline touch points. Development of their existing imagery style and colour palette through contemporary images and gradients. Design of an installation to be displayed throughout the celebratory period.
Graphic Designer
10 All Access is Network 10’s Netflix – it’s a hub of all Network 10’s ready to stream TV shows.
The task: 10 All Access needed it’s own distinctive identity that was inline with Principal’s rebrand of Channel 10, but easily differentiable from the rest of the network. It was important that the identity convey a contemporary digital service.
My role: Worked with the CD to develop brand identity guidelines and roll out identity across multiple touchpoints.
Graphic Designer/Art Director
The Hyundai Nexo, Hyundai’s latest revolution in eco-friendly cars, is a prestigious hydrogen fuel cell powered crossover SUV, not yet available on the market.
The task: Our job was to create consumer intrigue and hype through the creation of a brochure and photographic assets available across all on and offline channels.
Through photography, we tell the story of an empathetic vehicle that puts ‘you’ first, and the positive impact that the car has the potential to make on the subjects’ lives.
My role: I translated ad agency concepts to the relevant channels; from the creation and development of key visuals, to talent and location selection, putting together the shoot plan, soul art director on an LA-based shoot, through to final asset selection and design output.
NASH is a major player in Australia’s steel framing industry, that offers members critical that aim to sustain and grow the industry.
The task: To create a credible, professional and contemporary brand identity. The identity needed to demonstrate NASH as a professional, strong and a valuable organisation worth supporting through sponsorship.
My role: To create a brand mark and brand identity demonstrated through key communications.
Graphic Designer
Lander & Rogers is a leading independent Australian law firm, with a reputation in the legal market as a provider of premium legal services, and as a sought after employer. They believe in working collaboratively with clients, colleagues and partners to provide an exceptional service.
The task: Their brand identity didn’t live up to their ambitions or their values. We wanted to capture the exceptional culture of Lander & Rogers through an identity that made them stand out from the crowd and unite and inspire the business.
My role: To develop the brand identity based on the idea ‘Exceptional. Together’. I developed a design system for the identity that works across on and offline collateral. I was responsible for writing and designing the brand guidelines and developing necessary on and offline applications to demonstrate how the brand identity is executed.
Graphic Designer
NSW Business Chamber is an independent not-for-profit organisation dedicated to helping businesses of all sizes maximise their potential.
The task: NSW Business Chambers have a vast and complex brand architecture. We were tasked with coming up with an overarching brand idea that unites the business and its subsidiaries. The new identity needed to bring the idea ‘Liberating Australian Business’ to life.
My role: To develop the brand identity and brand guidelines. Design of engaging brand collateral to engage the huge internal and external network affiliated to NSW Business Australia with the new brand identity and values. I also worked with strategy to simplify the brand architecture and resolve any related design challenges.
Graphic Designer
The task: After a successful brand launch, our client wanted us to create an EVP campaign that actively engages the PSMA team, excites current and prospective employees about working for the business and engages them in the refreshed purpose and values and empower them to innovate and lead the market forward once more.
My role: Worked with the design team to develop and execute a campaign that brings the proposition ‘Mission Possible’ to life, through a vibrant and dynamic look and feel, across multiple touchpoints.
Graphic Designer
Latitude is a leading digital payments and finance business in Australia and New Zealand. They partner with Harvey Norman, Apple, JB Hi-Fi and other well known stores, to bring great shopping experiences to their customers.
The task: Latitude wanted a new brand identity that communicates them as leaders in the new digital financial age. Their target audience is young adults, so the identity needed to reflect this through fresh, vibrant, contemporary design.
My role: I worked with the CD to develop the identity, particularly on illustration and establishing an imagery style. I helped roll out on and offline communications and developed the PowerPoint template (in InDesign). I also helped roll out the guidelines onto the online brand identity platform, Frontify.
PSMA are a unique company that have just launched a new innovative new product, that has seen them begin to play new roles in the data ecosystem.
The task: PSMA wanted a contemporary brand identity that communicates their digital expertise.
My role: I worked with the Creative Director to develop the brand identity. I played a leading role in writing and developing the brand guidelines and demonstrating how the brand identity is translated across multiple touchpoints.
Graphic Designer
UnitingCare Australia is the national body for the Uniting Church’s community services network and an agency of the Assembly of the Uniting Church in Australia.
The task: To realign the UnitingCare care brand and it’s subsidiary 7 x charity organisations, so that they more strongly communicate their values, are easier for the organisations to work with and re-engage their many employees.
My role: Development of identity with Creative Director. Writing and implementation of UnitingCare brand guidelines and additional 7 x subsidiary charity organisation guidelines (including Lifeline). Rollout of brand identity. Design of collateral, including brand book. Working with CD and strategy to resolve brand architecture challenges.
Graphic Designer
PLAN Australia, PLANLend, ChoiceLend and FASTLend are four subsidiary brands of NAB. We were tasked with
The task: To develop four simple, contemporary aligned brand identities, that each have their own distinctive elements.
My role: I played a key role in managing the development of the guidelines, through the design of on and offline applications, writing of the guidelines and development of imagery styles.
Graphic Designer
The task: Aus Post was our biggest client for my first two years at Principals. Their brand identity falls across several complex tiers, which made it hard for third-parties to use. We were tasked with simplifying the brand, keeping it current and creating sub-identities for new digital products that were modern but in-keeping with the Aus Post major identity.
My role: To simplify the brand identity and work with the design director to create new product-specific identities and collateral. We had to keep the brand fresh and contemporary, which required building on existing collateral.
Graphic Designer
The task: In a world increasingly unique card designs, Kiiwibank wanted a contemporary, minimalist, uniquely kiwi card design, to make them stand out against competitors.
Kiwi Bank had worked with another agency on this project for months, to no avail. So they asked Principals to get on board. We were given two days to get our designs across.
My role: Concept development and execution of multiple card designs, based on the idea of ‘uniquely Kiwi’.
