An Introduction

I’m a senior design and marketing professional with 20 years of diverse experience that spans brand identity, corporate, FMCG, digital and advertising. I was the principal in my own consultancy for 10 years and have held senior positions for a further 6 years.

With experience gained fronting clients at the board level, I’m equally at home in roles encompassing account management and planning, as I am as a design director and art director leading and directing studio teams on strategic brand and design projects.

Below is my top line resumé, if you would like to know more about me and my experience, please take a closer look further down the page, or don’t hesitate to give me call for a chat. +61.434.376.292

In brief

Core Specialities

Strategy & Project Management
I’m skilled at managing complex projects with a high degree of client liaison, and I’m also adept at forming strategy, creating insights and directing and briefing agency teams.

Design & Art Direction
I am an experienced designer with a range that extends from corporate to FMCG and 3D applications. I’m also experienced at directing photoshoots, working with producers, stylists and photographers.

Key Skills

  • Project Management
  • Art Directon
  • Design
  • Insight Generation
  • Brand Articulation

Employment History

Design Director
Designworks Wellington, New Zealand
2015 – 2018

Design Director
Elmwood Brand Design Australia
2010 – 2012

Creative Principal
eliptus (Sole Proprietorship)
January 2002 – Present

Art Director
Clemenger BBDO - Proximity
2002 – 2002

Art Director - Senior Designer
AIM Proximity
1999 – 2001

Contract Designer
Voice Brand Agency
1999 – 1999

Gibson Design
January 1996 – April 1999

Digital Artist
Scitronic Colour Systems
1994 – 1995

Clients I’ve worked with:

Archant, Heritage Hardware; REANNZ; Northpower;
Opus; NZ Story; Pacific Radiology; The Hugo Group; Marlborough Lines; Ceres Wines; Sachie’s Kitchen; Coles; Bunnings; JB Hi-Fi; TerryWhite Chemists; Nosh Food Market; Suncorp; Queensland Rail; Treasury Casino; Telstra; Telecom New Zealand; Toyota; Lexus; NZ Post; The Royal New Zealand Ballet; Shell; AMP; TranzRail; KPMG; QV New Zealand; Shop and Check; Mystery Shopper; Royal & SunAlliance; Tower Corp; ECNZ; NZ Ministry of Foreign Affairs & Trade; NZ Department of Corrections; French Embassy NZ; Wellington Rugby Union; New Zealand Rugby Union; Lion Nathan; Lion Breweries; Westpac; The Life Flight Trust.


Victoria University of Wellington
Previously – Wellington Polytechnic School of Design
Visual Communication Design
1989 – 1993

Victoria University of Wellington
Previously – Wellington Polytechnic School of Design
Wolfgang Weingart Typography Workshops
1992 – 1992


In Depth

In search of a challenge

I love solving challenges of all kinds: communication; visual; physical; theoretical, and particularly ones that help solve business and marketing challenges.

Being a designer, I was trained to observe and find ways to improve the way we interact with the world. I’ve been fortunate to work across many disciplines, each bringing its own problem solving requirements, this has given me a robust skill set for solving all kinds of marketing and business challenges.

The mother of invention

I’m from New Zealand and people used to joke that things arrive there 15 years later than the rest of the world. There’s a great thing about this truism, it breeds a creative and pragmatic problem solving culture that’ll take on the world given half a chance. I think this makes me good at finding innovative and clever new solutions to problems and challenges.

A strategic outlook

The days of un-unified marketing strategies are ending, even as we’re constantly challenged by new communication channels splintering the marketing spectrum. The new paradigm is to be Omni and communicate values intelligently and effectively in every medium, allowing consumers to enjoy a consistent and unified experience anytime, anywhere.

Drawing on my broad experience across disciplines I’m able to bring a fresh outlook to projects. Not being an ‘uber’ specialist, I see things through a wider strategic lens, while still having enough specialist knowledge to actively pursue projects focused on the detail within a larger strategic framework.

Strength through diversity

Brand Identity
My skills encompass a strong strategic understanding of brand articulation and how to bring a brand to life through stylish and compelling story telling to a targeted customer audience.

Corporate Comms
I’m experienced at designing Annual Reports, Prospectuses, ID’s and corporate communications and have formulated and designed comms strategies, campaigns and narratives across all of these categories for companies like Tower Corp, Royal & SunAlliance, ECNZ and many others.

Advertising and Direct
In advertising I’ve worked for agencies with a strongly integrated focus. I’m not your flamboyant crazy creative in the ‘above the line’ sense, however I am all about bringing great ideas to life, to connect with audiences at all levels across all touch points.

Product & Packaging Design
I cut my teeth working on Beer brands for Lion, Co-piloted the original H2Go bottled water design, and have worked on allot of FMCG work ranging from fertiliser to cigarettes. I have an in-depth creative and technical understanding of packaging from ‘boutique’ to FMCG. Most recently I have been heavily involved with managing creative teams creating private label projects for such behemoths as Coles, Bunnings and JB Hi-Fi.

I’m no stranger to HTML, CSS, UX and UI. While my coding could probably use a refresher I do have a solid history in digital, most recently I created a successful e-marketing strategy for a leading grocery retailer. I’ve also created many standalone client websites along with micro sites for Toyota and Lexus, and coded my share of Flash websites back in the day.

My retail experience began when I started working with the founders of Nosh Food Market, New Zealand’s fastest growing gourmet retail marketplace. I worked with them from inception to fruition (5 years), involving everything from the brand identity to store design, private label and marketing. Most recently, I have been involved with retail projects for Coles, TerryWhite, JB Hi-Fi and Bunnings.

I’m great with clients

I build rapport with clients naturally and quickly, I’m a good listener and adept at helping them articulate their needs and distilling this into a project brief. I’m also comfortable running workshops and innovation sessions, selling ideas and strategy along with project planning.

I have a sound understanding of the business perspective from working with stakeholders at the board level, making me an effective agency-client bridge.

A quiet achiever

While working I can be quiet and focused, but I love a laugh – the more subversive the better. I’m experienced at leading teams, setting project plans early and adjusting along the way. I believe in leadership by example, I’m a team player and believe the best results are achieved when everyone moves forward together, leveraging the collective knowledge and skills.

A great candidate

I’ll bring your organisation my proven track record of skill, passion, commitment and diversity. I’ll also help to expand your business with my ability to work closely with clients, forming relationships that maximise your portfolio and create new opportunities while having some fun along the way.



Featured | REANNZ – Annual Report 2016