About
My design practice has taken me from from Aotearoa to the Netherlands, where I've worked independently and collaborated with studios. Together, we've created brands, campaigns, spaces, and digital experiences spanning sectors—art, culture, design, fashion, entertainment, hospitality, corporate, government, conservation, and more.
Now based in London, UK, my aim is to create meaningful, culturally significant work that resonates, whether on a local or global scale. If you would like to discuss a project or are interested in working together, please get in touch.
Projects
Nestled in the heart of the city, LOT61’s flagship café at the Hilton Amsterdam offers an entry point into the city's vibrant art and culture all while serving its best locally roasted coffee.
We designed the space to recognise Amsterdam's rich architectural legacy, including seating and structures that reference the experimental brickwork popularised by the Amsterdam School of Architecture movement of the 1920s. Established by Smörgåsbord in 2019, the LOT61 brand identity celebrates this iconic architectural style, and the café space is an extension of this design approach.
City of Colour is a vibrant city-wide exhibition of installations and artworks aimed to invigorate the city centre of Tāmaki Makaurau. Designed to welcome the public back after COVID-19, we created a visual identity that speaks to the colour-rich artworks on display, bringing a sense of vitality and joy that the city was missing.
We developed a visual system of 64 unique abstract faces (one for each street banner) reflecting the diversity of people who live and work in the city centre. Details of Māori carving bring an integral cultural narrative to this identity.
Te Awhi is a Māori mental health service provider that guides rehabilitation through holistic Māori Hauora methods.
At the core of Te Awhi's philosophy is the metaphor of Pā Harakeke (flax plantations), where younger, newer blades of harakeke grow from the center, surrounded and protected by older, more experienced generations, fostering an ecosystem of support and nurturing.
We created a custom display typeface and a broader brand identity inspired by Pā Harakeke and Māori Hauora.
Work Experience
In addition to my work with studios, I have maintained a freelance design practice underpinned by conceptual thought, innovation, and craftsmanship.
Smörgåsbord is a design studio based between the Netherlands and the UK that aims to create highly crafted, world-class designs with significant cultural impact. Their offering focuses on strategy, branding, and spatial design for clients in sectors including hospitality, fashion, corporate, entertainment, and broadcast.
Extended Whānau is a Māori-owned and operated design studio that produces highly strategic, crafted, culturally significant work, much of which extends from the philosophies, stories, and language of Māori culture. Our clientele were high-profile cultural, art, government, corporate, and conservation organisations in New Zealand.
Blink is a fast-paced design studio with an in-house signage and fabrication team. The design and signage teams collaborated to create and produce a wide spectrum of spatial graphics and installations.
New Territory is a new media design studio that I co-founded in 2018. The vision of New Territory was to explore design thinking through the capabilities of new technologies, with the majority of work produced being website experiences.
Frontend is a leading online experience studio that works hand-in-hand with businesses to develop their online self-service systems, both customer-facing and internal. We created innovative digital experiences, brand identities, and video storytelling for our clients, including leading New Zealand telecommunications companies.
Education
Awarded First Class Honours
Awarded the AUT Vice Chancellor Scholarship