Digital Design &
Art direction

Independent designer and art director based in Melbourne, working worldwide. Over a decade of creative direction, branding and e-commerce work for lifestyle and culture-led brands, underpinned by strategic thinking and a drive to create work that leads with emotion and digital storytelling. Every project is approached with a fresh perspective that is considered in detail, grounded in concept and quietly confident in execution.

Specialising in e-commerce for premium lifestyle, fashion and beauty brands, I work with mid-to-large businesses that need creative strategy and design leadership alongside execution. My branding background informs every digital decision, ensuring visual language, tone and experience feel consistent across every touchpoint. I care about work that converts without compromising the brand.

I work closely with in-house teams, studios and founders, adapting to what each project needs. My practice integrates modern tools and AI into the creative process, particularly in art direction, ideation and visual exploration, always anchored in considered craft.

Designing elevated e-commerce experiences for lifestyle, fashion and beauty brands where considered design meets functionality.

Focused on visual storytelling that enhances clarity and conversion. Acting as a long-term digital partner to support growth through thoughtful, adaptable design.

Services

Creative direction
Art direction
Brand identity
Creative strategy
AI content direction
E-commerce
Digital design
UX & experience
Development

Additional support includes project and development management.