This project combines my passions in design, art and photography. The resulting logo is on-brief and more artsy than the client imagined it could be:

Not explicitly fashion-centric—the logo should hint at style, not depict it.

Everyday life. People you pass by. No polish, no perfection.

Outfits as expression: Everyday clothes worn proudly.

Confidence and feeling: A visual mood, not material luxury.

Individuality: The idiosyncratic nature of personal style.

Abstract: Nods to silhouettes, character, expression—not literal clothing items.

Founder

David Elmslie, StylSpot

Logo design for a new street style fashion app

StylSpot approached me to create a logo for their new street style fashion app. I always aim to start with pen to paper – in this case digi pen to pad – and ended up recreating it with borrowed kids chalk to see how it would look on the street. Essentially, testing it in the landscape where it would live. The result is a logo that depicts the world of fashion where self-expression is celebrated and style is earned; crowned.

It was my turn to call on the creative troops! I'm an artist who became a brand designer, and my agency is not a big machine. So, I wanted my new one pager website to reflect the way I work and showcase a heap of artistic creative to match, well... ME! I also now have a really strong appreciation for the term "put one's money where one's mouth is" 😅

Louise Agency

StylSpot

Packaging art direction and photography for a fertility start-up

Every pregnancy journey is unique. It requires a deep commitment to inner strength. Reaching into my photographic artistry and art direction passions, I designed and captured these fertility products in a unique and beautiful representation from a female lens (mind the pun!).

Bebe Bloom

In partnership with Universal Music's creative agency (Bring), I designed the visual identity for The Garden – a bar located inside the Allianz Stadium in Sydney.

The Garden

Brand identity for an Australian crypto start-up

When it comes to choice of digital currencies, Bamboo knows simple works best. As the trusted first step into micro-investing, Bamboo required a rebrand that reflected the simple and effortless way to start investing in crypto through their app.

Bamboo

Brand identity for the lickers, suckers and biters

This passionate family business started making healthy ice blocks back in 2014 on the Sunshine Coast. Their delicious chef quality blocks are for all the kids, big and small, so we crafted their identity around the cheeky (and sometimes mischievous) tone of voice. In preparation for their expansion throughout the rest of Australia, introducing diversity in their art direction added that extra splash of Sunshine. Because all kinds of delicious should be for all kinds.

Frozen Sunshine

In partnership with Ogilvry PR, and using the rebrand guidelines from Pentagram agency, I designed the American Express influencer program briefing book for 2019.

American Express

Brand identity for workplace culture consultants

Using interactive and immersive learning experiences and technologies to build empathy, inclusion and respect in the workplace, KINSPACE required a brand identity refresh.

KINSPACE

The past thirteen years in the lending industry has seen a lot of change. But one thing has remained the same; Mates Rates Mortgage Brokers putting people before profit. They are a business founded on giving back, leading the charge in cash back lending.

Mates Rates Mortgage Brokers

The directive for this identity creation was the consideration of the internal and external brand perceptions paired with the brand name, which resulted in a thought-provoking question supporting the value of their business: What is the meaning of money?

Auctus Strategy

Navigation user experience for business banking

In partnership with The Works agency, I designed the navigation that now helps customers interact with ANZ Biz Hub. Together, we explored navigation methods and formats so that business owners can discover content across Biz Hub that helps them overcome a problem or learn more about a specific topic.

ANZ Biz Hub

The integration of multiple payment technology companies paired with the expansion of their suite of products resulted in an entire brand refresh: One Building, Three Stories.

WAIVPAY

Brand identity for a copywriter (and poet)

A freelance wordsmith with a very meaningful name required a logo design and complete visual identity that spoke to the combination of influences from the sentimental to the conceptual. Having found a human romance in Berlin, tying the knot with her, then naming their daughter after the city where they met, The Berlin Files serves as an eternal aide-memoire.

The Berlin Files

Proving to the world that IT values the human side of business, Katrina required a brand in line with a podcast look and feel that pierces perception, speaking for itself.

Katrina Talks

The approach to the rebrand of this construction company was to market them as high-end with an architectural energy.

Nick Hayes Constructions

These supplement liquids are specifically formulated to improve workout performance. The suggested tagline reflects the purpose of the product range along with the droplet application method from a pipette bottle: Fuel Your Form.