Branding and Advertising

Branding and Advertising

This phase of my career was about exploring my craft as a designer across many disciplines, mediums and industries to build engaging and valuable experiences.

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Disciplines

Branding

Design

Brand strategy

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Agencies

Dolly Rogers

Sid Lee

StrawberryFrog

Indie

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Clients

WeTransfer, ID&T, MTV, Nike, Emirates, Toyota, Microsoft

Dolly Rogers - Amsterdam

2007-2011

In 2008 whilst living in Amsterdam, I co-founded the design studio Dolly Rogers. Here I learnt how to run a studio and create a culture of creativity.

Dolly Rogers office in Amsterdam that we shared with
Dolly Rogers office in Amsterdam that we shared with Indie.

At this time, I also immersed myself into digital. One of Dolly Rogers’ first projects was to create the brand and user experience for WeTransfer. This was my first solid effort in digital and was over the moon to have this work recognised at the Webby Awards that year.

This is the OG design of WeTransfer I created. Over the years it has been refreshed but the DNA has stayed the same.
This is the OG design of WeTransfer I created. Over the years it has been refreshed but the DNA has stayed the same. Here is a great piece by the WeTransfer team about their shift to a new identity whilst retaining the heritage of the old.

Coupling this new found passion for digital was a curiosity about engineering physical and digital experiences. My time collaborating with agency Sid Lee and music festival organiser ID&T was like attending a masterclass in what ID&T called “orchestrating serendipity”.

This is
This is Mysterland, ID&T's flagship festival. I worked closely with them to define their brand so that the festival could be exported internationally and executed by remote teams.

Freelance Creative

2012 - 2015

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Disciplines

Advertising

Marketing

Communication Strategy

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Agencies

Naked Communications

Locals Peoples

Cummins&Partners

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Clients of note

Nike, Adidas, Mumm, Australian Government, ANZ, Infiniti Motors, TAC

Earned my (three) stripes

In 2012 I found myself back in Melbourne. The maturity of the design and technology landscape was vastly different to that in Amsterdam. I honestly didn’t feel like my experience matched the market.

The most fulfilling role I had in this period was with Naked Communications. During this time they were pushing the boundaries in communications and I was able to show how design could play a pivotal role through the work we did for Adidas.

At the Colliderscope Event, attendees could scan their faces using a 3D scanner and their image would collide with the visuals on the big screen. Event write can be found
At the Colliderscope Event, attendees could scan their faces using a 3D scanner and their image would collide with the visuals on the big screen. Event write can be found here.

Towards the end of this time I was questioning the role I was playing in the marketing cycle. I wanted to be part of the design of products and services as opposed to selling them. This is when I discovered service design and an introduction to a few key people kick started the next chapter of my career.

I was responsible for the local launch of the collaboration between adidas and Stella McCartney for the Barricade tennis range. I designed and built a mirrored tennis court and had Berlin based fashion photographer Astrid Salomon shoot their 4 top players. Adidas decided to use these images for their global rollout instead of the campaign they had just finished producing.
I was responsible for the local launch of the collaboration between adidas and Stella McCartney for the Barricade tennis range. I designed and built a mirrored tennis court and had Berlin based fashion photographer Astrid Salomon shoot their 4 top players. Adidas decided to use these images for their global rollout instead of the campaign they had just finished producing.
To celebrate the RUN DMC rework of their classic track a.d.i.d.a.s. I collaborated with underground music acts to new "original classics". I recon this track is a banger.