Résumé

Education:

  • Bachelor of Design Arts (BDA): Graphic Design Major. Class of 2012.

    Melbourne, Australia.

  • Man and Communication (BFA): International exchange program. 2012.

    Eindhoven, The Netherlands.

Work:

CALIBRE.

Graphic Designer:
2020 - 2021.

Art Director:
2021 - 2025.

Senior Art Director:
2025 - Current.

Melbourne, Australia.

  • - Conceptulise, produce, direct, and rollout creative for season campaigns, lookbooks, still-life, e-Commerce and collaborations to meet go-live market deadlines.

    - Direct and lead a team of 6 reports, managing their workload and provide training and support.

    - Manage production timelines, budgets, talent casting, location scouting, crew contracts and market rollouts.

    - Create and champion the brand guidelines, including: visual guidelines, brand identity and language tone.

    - Direct and rollout redesign of packing suite for instore and online experiences.

    - Direct and rollout CALIBRE’s inaugural frangrance line, including: product concept, packaging design and launch campaign strategy.

    - Create quarterly marketing plans in collaboration with our Head of Marketing and senior leadership team.

    - Co-directing go-to-market strategies, paid and organic social media visual strategies.

    - Manage and style local creators and influencers.

    - Concept, coordinate and execute events, experiences and activations with our partners and collaborators.

    - Spacial design elements for store fitouts, such as branded flooring and wall artwork.

    - Approve graphic artwork and branding usage across product ranges.

  • CALIBRE is a upper market menwear brand based out of Melbourne, Australia. Established in 1989, CALIBRE remains a privately-owned family business, which has grown to over 30 stores within Australia, international online stores, and is in the process of expanding it’s brick and mortar opperations to 3 additional countries in 2026.

    Though the responsibilites in the bullet points may look exesive, as the senior creative in a small marketing team, my role requires spinning many plates to support the business during it’s current period of growth. Reporting directly to the Head of Marketing and co-owner, my current role as the sole Art Director at CALIBRE is an overarching creative direction role that touches all visual touchpoints of the business.

    The main responsibility of my role is the direction of refined visual language and consistent brand identity. My vision supports the marketing plan and leads content direction and design for our digital channels (web e-Commerce, eDM, social media), out-of-home print (screens and posters, billboards, magazine advertisements), packaging and bespoke gifting, and the spacial design of store signage, and experiences, ensuring all are on brand, within budget and to brief. 

    Concept creation for all our advertisment solely lies with my direct reports and I. We don’t outsoure to any agency partners for ideation, all of our campaigns, lookbooks and activations are created, produced and executed in house. Due to this, my position has provided a wealth of production and  than many art director roles.

    Over the 5 years I’ve spent at CALIBRE, I have experienced 4 consecutive record-breaking years of financial growth, attributed to a combination of year-on-year product innovation and a strong marketing vision. I have contributed to this growth through my implementation of a critical path timeline, creation of a digital asset management system and file hygiene, and general elevation of the end-to-end creative. More thoughtful concepts, more striking imagery, more separation between CALIBRE and it’s competition.

    On top of campaign creative, other major projects managed over this period included the front-end redesign of the website and direction of the replatforming, the redesign of the packaging suite and management of it’s 18 month roll out, the creative direction of e-Commerce visuals, the development and implementation of the brand guidelines, and the visual support for store openings and activations.

    I love many aspects of this role and environment, and I’m very grateful for the years I’ve shared in the business. The main reason I am looking to move on is that I would like the range of my visual vocabulary to expand. With the goal of taking my career outside of Australia, working solely with menswear limits the amount of opportunites I appear suitable for. I believe that being able to focus more on considered, well-excuted creative while allowing production and marketing strategy to be left with other specialists in my team will allow me to do more of what I do best: create considered, cut-through advertising that perfectly meets the needs of both brand and product targets and objectives.

Target Australia.

Graphic Designer:
2016 - 2020.

Geelong, Australia.

  • - Design layouts for catalogue print, eDM, social media and in-store POS signage.

    - Support my Senior Designers and Creative Director with building concept briefing documents, detailed shot lists, select and edit sheets, retouching annotation.

    - Lead creative concepts for seasonal events and in-house product brands.

    - Direct shoots both on location or in studio to support our Senior Designers.

    - Collaborate on licensed product release campaigns, such as Disney, Marvel, or Fila.

  • Part of a team of 7 graphic designers, Target was my first high-pressure job in a high-pressure environment. Reporting to one of two Senior Graphic Designers and the Head of Creative, the Campaign team were responsible for the weekly campaign launches and the print and digital communications that supported them, as well as the creative of our in-house brands. I directly handled creative on our Scandi-style toy line “Maker”, our teen/young adult women’s fashion brand “Lily Loves”, and our tableware brand “Home”. I lead photography direction on Mens, Kids, and Homewares categories, while also supporting Womens, Beauty, Underwear and Toys.

    During my time at Target, the business had 248 department stores across Australia, with the goal of complimenting the other major businesses in Wesfarmers portfolio. This required creating multiple formats of specific print signage to fit store specs and bespoke product stories for ranged segments of distribution. 

    Target was an amazing educational trial. Hard deadlines, last-minute changes taught me production-focused organisational skills I still rely on. I learnt effective creative briefing, how to build detail-specific storyboards and shot lists with timeliness and collaborative intent, and how to present them with visuals, language and charisma.

Print Logistics.

Graphic Designer:
2013 - 2015.

Melbourne, Australia.

  • - Create collateral, publication and large-format print and digital assets.

    - Manage workflow of the creative team and pre-press operators.

    - Provide quotes for clients and project manage each job.

  • My time at Print Logistics provided me with hands-on expertise at handling and preparing artwork for print and digital output. Leaning the fundamentals of offset printing supported my growth as a graphic designer, learning which rules I had to abide to (and which ones I could break) when executing final designs.

    I worked directly with clients to quote, manage and design creative requirements. In my final year with the company, part of my role included managing jobs within the studio and allocating jobs to my team of two junior graphic designers and two pre-press operators.

Entertainment Group.

Graphic Designer:
2015 - 2016.

Melbourne, Australia.

  • - Design and execution of annual printed books, mobile app, and website.

    - Plan and strategise communications for new initiatives or clients.

    - Design of eDM’s, digital comms, print collateral, and event material.

  • Reporting directly to the General Manager, my role to organise and plan communications and output, my job at Entertainment required building the art direction and design for digital and printed publications for 22 sites across Australia, New Zealand and Indonesia.

    My responsibilites included creating and executing print collateral, digital marketing and group fundraising material (datamerged email templates, eDMS, payment pages, posters, flyer templates and social media assets). 

    This job also required building relationships with account managers to understand the fundraiser or charity’s specific needs.

Skills:

As a graphic design and art director, I’ve designed for print (large format, magazine, catalogue, collateral), web and UX development, retouched and finished artwork, edited video, led creative direction on shoots across the world, built corporate identities and brand guidelines, photographed eCommerce and campaign assets, designed product and designed custom typefaces, essentially anything and everything I could to bring value to my employer.

Outside of work, I am a relief foster-carer, a basketball enthusiast, a lover of outdoor adventures, a passionate cook
(and feeder) and cinema-goer. Nothing makes me feel more satisfied than dining with my friends and/or family,
except maybe finding a perfect font pairing.

    • Creative Direction.
      Brand identity and strategy across product, stores, packaging, advertising and internal communications, curated into brand guidelines, range boards and style guide documents. Aligning all departments to subscribe to the creative direction of the business. Addressing the business to present creative direction, collection ranges and marketing plans.

    • Art Direction.
      Timeline and budget production for campaign, lookbook, editorial and eCommerce. Spearheading pre-production, including: curating product styling, creative ideation, building concept decks with end-use channel plans, assembling image-capture crews and collaborative partners, talent casting, producing shoot documentation and executing deliverables. Lead on-set production by directing photography and video, editing still and motion selects, briefing retouching and finished artwork needs, and rolling out planned launches.

    • Graphic Design.
      Layout design for both print and digital end use. Brand making, iconography and wordmarks. Typography design, font style management and copy typesetting. File handling, including: print-readying and preflighting, colour optimisation, and maximising output quality performance. Front-end web design, including: page layout, UX flow, functionality, and basic SEO and authoring.

    • Management.
      Team leadership, including the managing of direct reports workload, development and professionalism to support the needs of my manager and the business. Expertise in creating professional development plans and resourcing materials, experiences and learning opportunities for those under my report. Able to balance business and employee needs transparently and productively.

    • Copywriting.
      Building out long-form, short-form, taglines, headlines, campaign naming, and asset specific brand copy (ie. eDM copy, paid meta copy, PDP copy) in line with style guide tone of voice direction.

    • Expertise in the Adobe Suite, including: InDesign, Illustrator, Photoshop, Premier Pro, After Effects and their plug-ins. 

    • Expertise in Figma as a both a graphic design asset creation tool and as a prototyping tool for front end web-design.

    • Expertise in Capture One as a photography aid for digital capture and post production.

    • Expertise in Shopify as both a front end theme editing tool and as a back end eCommerce product management system.

    • Expertise in Klayviyo, MailChimp, Omnisend and DotDigital eDM platforms. Experience with building and scheduling campaigns and automations, including SMS. 

    • Experienced with Slack, Asana and Monday productivity platforms.

    • Experienced with fashion-specifc product management platforms such as AP21 and Style Arcade.

    • Creativity.
      Briefs built around a “why, who, how, what, when” system, allowing a considered approach to ideation with the end goal (and how to follow it up) front of mind. My commercial creativity is always to honour the brand’s handwriting and legacy, whilst pushing it to a place that is new and culturally relevant. 

    • Communication.
      Clear, frequent, purposeful communication is key to teamwork, whether that be between my own team, inter-departmental projects, or external clients and suppliers. This applies to written, verbal and visual communication. 

    • Leadership.
      Managing teams of direct reports, including planning workflow, skill development, artwork approval, managing performance and productivity, and setting goals that support the business. I present my leadership through role modelling my patience, passion, and experience-led decision making. 

    • Accountability.
      Ensuring my team and I are working to a process, and defining clear responsibilities and checkpoints along the chain of our day to day task and projects allows clear ownership and autonmony through the creative process whilst keeping all parties accountable. This achieves empowerment and avoids micromanagement.

    • Work Ethic.
      Working my way up from the bottom of the industry to where I currently am has given me pride and gratitude that I don’t take for granted. I am my happiest and most imaginative when in a creative project, and the quality of my output shows my investment into making benchmark visuals at every opportunity. I love what I do, and inject that care and hunger into my work.

    • Personality.
      Without trying to lose my modesty, I can say in confience that I am an absolute delight to work with. My superiors, direct reports and clients always work hard for me, stemming from a trust in my abilities, trust in my descision making, and (more than anything) enjoying my people-orientated kindness and playfulness. Connecting with people is the best part about this industry.

Afterword: about me.

I have built my 14-year career around pushing the expectations of commercial design, with confidence in communicating my artistic vision and with optimistic leadership. By treating my employers and audience with respect and trust, I aim to give myself, collaborators and team-mates a sophisticated base to build considered design concepts and well-executed imagery. 

The approach I have always taken to employment is simple and consistent: I aim to make myself as valuable as possible. That includes being a dependable support to the business and a pace-setter for my team. I thrive in situations that combine critical thinking with brand-focused nuance, especially with visual interpretations.

My inspiration always comes from the world around me, always a reflection or response to how we’re behaving and reacting to our environments. I believe the worlds of fashion, music, literature, technology, food and visual art are constantly pushing each other through their intersections of innovation and tradition, both within and outside the structures of capitalism. My relationship with creativity is an ongoing conversation with how we navigate and relate with our cultures, where and how my vision fits back in and organically supports these stories, and how I can collaborate with others to best realise these narratives as a collective. I aim to stay constantly engaged in the current, as staying modern is key to surviving in a creative profession.

I feel my professionalism and productive output speaks for itself in the quality and quantity, but my greatest value cannot be measured in a KPI: I can confidently say I’m an absolute delight. My reports and superiors have always worked hard for me, and I believe both genuinely like me, trust in my abilities, and value the playfulness I inject into our work. My energy and passion to experience and share stories is as infectious as it is productive, and it unifies my teams to pour their creativity into my single-minded direction. 

It’s because I love what I do. Connecting with people from all around the world, constantly challenging my perceptions, tinkering with innovations. Capturing and crafting beautiful moments and stories is a privilege.