My background spans both brand design and exhibition graphics. I spent much of my early career in London creating visual identities, interpretation and graphic systems for exhibitions at the Natural History Museum, London Transport Museum, National Trust and the British Library.

Designing an exhibition and designing a brand aren’t that different. They both begin with the same questions: Who is the audience? How do we want them to feel? Colour, typography and narrative all play a part. Exhibitions extend those ideas into physical environments through graphics and storytelling, and that way of thinking continues to shape my approach to brand identity, environmental graphics and creative direction.

From London, I moved to Melbourne, where I worked as Design Director at Origin Energy before establishing my own practice. Having worked agency-side, in-house and independently, I understand how creative decisions are made across very different environments.