MESA is an ambitious masterplan development, featuring 258 apartments, an urban park, and an exciting new experiential dining precinct. The Colour Club team was tasked with creating a placebrand that would appeal to one of Sydney's most vibrant and diverse local populations.

The chosen concept needed to feel both visually distinct and familiar to attract a target audience comprising of curious visitors from the neighbouring suburbs and longtime locals of Hurstville with a proudly Chinese heritage. Drawing inspiration from nostalgic Hong Kong, we focused on developing a vibrant colour palette and contemporary, modern typography which could speak to the full range of amenities on offer.

Our solution included the production of aerial photography, sales brochures, design renders, and the conception of a unique dining destination. Snack Street, inspired by the sensory experience of Hong Kong street food, was created to complement MESA’s identity. We designed its branding with 80s-inspired bubble typography and incorporated Chinese characters to align with the dining destination’s retro ethos.

The cohesive branding of MESA and Snack Street was a hit the locals, creating a vibrant and engaging environment that enriched the community and enhanced the overall lifestyle appeal of the development.

We were presented with the challenge of setting apart a brand poised to redefine the Australian honey market. The Colour Club team was tasked with naming, brand identity, proprietary bottle design, advertising, and creative direction with the goal of earning a spot on the shelves in Coles and Woolworths.

Recent coverage in the media over dodgy production methods and shady international buyouts presented an opportunity to counter position the new brand as a challenger to the established 'big honey' industry by leaning into the radical transparency and fair trade farming which set RGH apart.

Real Good Honey emerged as a brand committed to quality, appealing to shoppers seeking authenticity and transparency. Collaborating closely with the founders and brand ambassador Nick Cummins, we developed a brand identity that highlights the products quality, and a direct connection to the landscape.

Born from a love of spirits and a vision to honour the unique individuality of the Northern Territory, is Darwin's first family-owned distillery and bar. Committed to their Territorian heritage, Willing Distillery crafts premium spirits the old fashioned way using traditional methods and locally sourced native botanicals through a one-shot distillation process.

The task was to create a brand that resonated with the Territorian community, leading to the concept of “Historical Evolution.” The Colour Club team led by Creative Director Nick Mitchell and Senior Designer Jack Baxter reimagined the Willing family crest alongside a balance of contemporary and heritage visual typographic elements.

The projects success hinged on capturing the clients deep affection for their city. Which is why we proudly showcased the “Made in Darwin” tagline on the front of every bottle and featured archival imagery to evoke a sense magic rooted in local folklore. The result was a rich visual identity steeped in history that reaffirmed Willing Distillery’s commitment to producing a product that was uniquely Territorian in pride and community spirit.

GellaFrenda is a modern cucina that blends a refined Italian menu with a laid back Australian hospitality ethos. At its core, the Penrith based restaurant was a celebration of cultural harmony, a theme we were tasked with bringing to life throughout the visual identity.

The name ‘GellaFrenda’ was inspired by Italo-Australian dialect, a literal merging of modern Italian and English influences to create a brand new lexicon. The Colour Club team led by Nick Mitchell set about capturing this eclectic spirit through the pairing of traditional Italian cultural symbols like Terrazzo and brick-lined archways with their Australian counterparts such as gum tree textures and native flowers and a colour palette of green, red and purple.

For the adjacent private dining and wine bar, GellaFrenda Nextdoor we chose Lineto's Valentine. This tactile monospace typeface felt reminiscent of the old world, back when love letters were written using a typewriter, another friendly nod to Italy’s romantic design heritage. The typeface, combined with a premium approach to colour and interiors created a distinction between the spaces and rounded out the dynamic visual experience of the customer.

Beer drinkers are a stubborn bunch, especially when faced with an unfamiliar product. To help change people's minds and drinking habits we launched a new brand platform for Tiger Beer: East Of What You Know. The campaign was created by Colenso BBDO in New Zealand and shot on location in streets (and rooftops) of Singapore to challenge a unfamiliar in refreshingly different ways.

Working alongside my creative partner Billy Worthington under the expert creative direction of Dave Brady, our task was to develop a new positioning for Tiger Beer that celebrated its Eastern roots and encouraged Western drinkers to step outside their comfort zones and explore the unfamiliar. By showcasing Tiger's origins and vibrant culture, we aimed to create a connection with the audience.

The campaign featured a series of eclectic out-of-home executions and online videos, showcasing Eastern tattoo artists, dancers, DJs, and rappers, shot by Magdalena Wosinska. We launched with a series of street posters in Singapore and supported them with social media content and short-form films to transport viewers into the brand world.

David Jones is Australia's largest fashion retailer and oldest department store. Over it 180 year history the business had earned a reputation as the countries premier destination for all things fashion and lifestyle and included emerging labels and household names across womenswear, menswear, kids, home and food.

in 2016 the domestic market was changing rapidly with the arrival of international outlets such as Zara, H&M and Uniqlo. David Jones relevance and market position was under threat. A complete visual refresh was needed to re-establish the brands influence among a new generation of shoppers.

Working under the creative direction of Toby Norris in a team of Designers and Art Directors assembled from MAUD and TBWA, we delivered integrated campaigns across print, retail and digital. Under the brand platform 'One Name Endless Possibilities' we introduced an update to the iconic David Jones wordmark alongside a timeless art direction style that embraced heritage while also feeling culturally progressive.

Responsible for the storytelling, creative identity, and artistic direction for the marketing and advertising campaigns.

Working across a variety of disciplines to help clients gain genuine desirability and distinction through concept led design.

Produced world-class creative work for iconic local and global brands including Mars, Pedigree and IAG.

Working on David Jones business (Australia's largest retailer) to provide art direction and design for their seasonal campaign material. This role involved directing photoshoots across a spectrum of categories from home, beauty, kids and fashion.

Working across digital, printed and experiential interfaces, my role centered around design and production of seasonal look books and all advertising material for the brand.