General info
Senior Designer/Art Director
Sydney, Australia
Sydney, Australia
I am a conceptual and versatile Art Director/Designer with more than 15 years of experience under my belt – providing through-the-line creative with a passion for ideas that work through multiple channels including digital. I am passionate about redefining retail in shopper marketing. I am an all-rounder creative and not afraid to roll-up my sleeve to get a job done from concepts to finished art, art direction to print production to liaising with the suppliers and photographers. For the past 2+ years, I have worked in-house with one of the biggest food company in Australia.
Apart from this, I also run kids art classes and art workshops on the side at my own studio for the past 7 years.
Apart from this, I also run kids art classes and art workshops on the side at my own studio for the past 7 years.
Awards & Achievements
2016 Special mention at POPAI
George Weston's Olympic effort. George Weston Foods brought the excitement of the Olympic games to life for consumers in store with an eye catching Olympic podium display. Designed by myself. Produced by iD8 studio.
2016 Fruit Bread Halloween
Created Food Art concept for Tip Top Fruit bread that leverage on key event like Halloween and achieved a tremendous volume uplift (+65%) as a result. Source from: Aztec Scan 19/02/2017, IHP 4 wks Panel 5/2/17.
2016 Footy Finals In Store Display
Created a unique In Store Display concept for Golden and Tip Top English Muffins, leveraging on Footy Finals season. Achieved +58% volume uplift as a result. Source from: Aztec Scan 19/02/2017, IHP 4 wks Panel 5/2/17.
2012 Digital Asia Festival
Wunderman lead the Australian agency pack with three Gold for its 'Share a Coke' campaign for Coca-Cola in collaboration with Ogilvy, Ikon and Naked as well as winning The Digital Asia Awards 2012 Agency of the Year Award.
Source from: Campaign Brief November 2012.
Source from: Campaign Brief November 2012.
2009 ADMA Bronze
Secure Parking ‘Arrow’
2009 Desktop Create Awards
Shortlisted in Print and Illustration category for Fuji Xerox Printers ‘No one understand colours like we do’
2009 The Big Book of Green Design
Two Fuji Xerox Campaigns got published in The Big Book of Green Design
2006
Created a highly impactful packaging design for Mr. Potato. Client was so impressed and awarded Euro RSCG KL the entire portfolio packaging redesign as a result.
2005
Designed a highly successful conceptual MDC I.T Developers’ Conference Pack – people bought the product just for the packaging as a result. It was also noted that the design was so simple that it's like an “Apple product launch” for Microsoft.
2003
Developed a very successful promotional campaign for Vitagen resulting in an overwhelming increase in the product sales during that campaign period.
Experience
Senior Designer
Liaise directly with clients - Accolade, Pernod Ricard, Taylors, Coca-cola Amatil, Purina. Mentor, art direct, oversee designs and artwork done by junior designers.
Art teacher/Partner
OneArt Studio
Teach and guide school kids art - Sketching, watercolour and oil pastels. Run after school art classes and clay art workshops for kids during the weekends and school holidays.
In-House Senior Graphic Designer
The Travel Corporation
Design and art direct all print, press, digital campaigns and some gif animation - Trafalgar, Contiki, Busabout, Insight Vacations, Adventure World Travel and The Travel Corporation.
Senior designer
My main client is George Weston Food (GWF) who has multiple brands that sits within the company. Brands like Tip Top, Golden, Burgen, Abbott's Village Bakery, Bazaar, Pataks and Jasol.
I have a very unique role in this agency. My responsibilities includes working very closely with the client from taking a brief to brainstorming with the client to creating concepts, sketches, design, art direction, finished art, retouching, art direct and oversee photography and other artwork, as well as creating any communications that is needed within the GWF company. I am an all-rounder and I see projects through from concept to completion.
I have a very unique role in this agency. My responsibilities includes working very closely with the client from taking a brief to brainstorming with the client to creating concepts, sketches, design, art direction, finished art, retouching, art direct and oversee photography and other artwork, as well as creating any communications that is needed within the GWF company. I am an all-rounder and I see projects through from concept to completion.
Freelance Graphic Designer
Airborne
Designed print collaterals, digital and OOH for Dettol, SportingBet
Freelance Senior Designer
Kinetic Marketing
Designed Trade Presenters, Sketches for Key visuals, logo designs, packaging, BTL Promotional collaterals for the following brands – Rekorderlig, Vonu, AleHouse, Blue Moon, Coors, Fiji Bitters, Pressman's, Russian Standard, Midori
Freelance Art Director/Designer
Advertising and Design Agencies
Art Director
Wunderman Sydney
Create concepts and design in direct marketing and digital campaigns for the following brands – Coca-cola (Share a Coke digital campaign), Schick, Nokia, Microsoft
Freelance Art Director/ Designer
Advertising and Design Agencies
Through-the-line creative including Digital
Agencies: Createur, Frank Digital, Fairfax Media, McCann Erickson, BWM, SapientNitro, Tonic Connective
Accounts worked on: LEGO, Uncle Tobys, Telstra, Imperial Tobacco, RTA, UNSW
Agencies: Createur, Frank Digital, Fairfax Media, McCann Erickson, BWM, SapientNitro, Tonic Connective
Accounts worked on: LEGO, Uncle Tobys, Telstra, Imperial Tobacco, RTA, UNSW
Art Director
Boomerang Integrated Marketing
Through-the-line creative including Digital but specialised in Direct Marketing
Accounts worked on: Fuji Xerox Australia, Vivas Lend Lease, Toyota Financial Services, Newcastle Permanent, Secure Parking, Rivercity Motorway, Garvan Institute, Office Spring, Sydney FC
Accounts worked on: Fuji Xerox Australia, Vivas Lend Lease, Toyota Financial Services, Newcastle Permanent, Secure Parking, Rivercity Motorway, Garvan Institute, Office Spring, Sydney FC
Freelance Art Director
G2 Australia
Developed sustainability brand identity
Accounts worked on: British American Tobacco (BAT)
Accounts worked on: British American Tobacco (BAT)
Freelance Art Director
Razor Junior
Through-the-line creative
Accounts worked on: SBS
Accounts worked on: SBS
Designer
MMG McCann Worldgroup
Through-the-line creative
Accounts worked on: Westpac, MBF, NRMA, Michel's Patisseries
Accounts worked on: Westpac, MBF, NRMA, Michel's Patisseries
In-house Designer
Herbs of Gold
Responsible for all communication materials - Point-Of-Sale, Packaging, Product labels, Shelf ticket and Magazine ads
Art Director
Euro RSCG Kuala Lumpur
Through-the-line creative, brand activation
Accounts worked on: Carlsberg, Microsoft, Astro, Mr.Potato, Osim, Wijaya International Medical Centre
Accounts worked on: Carlsberg, Microsoft, Astro, Mr.Potato, Osim, Wijaya International Medical Centre
Freelance Art Director
OgilvyOne Worldwide
Accounts worked on: Amex
Designed Amex's Annual Gift Catalogue
Designed Amex's Annual Gift Catalogue
Art Director
Euro RSCG Kuala Lumpur
Through-the-line creative, brand activation
Accounts worked on: Carlsberg, Microsoft, Guinness, Maxis, Hotlink, Maybank, F&N, Twisties, Vitagen, Marigold, P&G Clairol, Touch N'Go, Philips, Shell, Ambi Pur, Tops Marketplace
Accounts worked on: Carlsberg, Microsoft, Guinness, Maxis, Hotlink, Maybank, F&N, Twisties, Vitagen, Marigold, P&G Clairol, Touch N'Go, Philips, Shell, Ambi Pur, Tops Marketplace
Graphic Designer
BBDO
Accounts worked on: KFC, Pepsi, Adidas
Graphic Designer
Midelton & Lanx
Accounts worked on: Guinness, Myojo, Lewre
Education
Bachelor of Arts Degree in Advertising
RMIT University
• High distinction in art direction
• Distinction in direct marketing
• Distinction in direct marketing
Diploma in Communication Design
The One Academy of Communication Design
• Distinction in consumer behaviour
• Distinction in advertising
• My final year project was highly commended by the real client and was regarded as best creative use of medium.
• Distinction in advertising
• My final year project was highly commended by the real client and was regarded as best creative use of medium.