Branding

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Branding 〰️

A modern Sydney Metro train driving on elevated tracks at sunset with trees and houses in the background, and the text "Sydney Metro Opening up your city" overlaid.
A modern Sydney Metro train driving on elevated tracks at sunset with trees and houses in the background, and the text "Sydney Metro Opening up your city" overlaid.

TfNSW Sydney Metro

Infrastructure Hoarding: Use of AI in Design

With the Bankstown Station plaza opening ahead of full Sydney Metro services, campaign-quality hoardings were required — carrying refreshed messaging, an updated line map and people photography consistent with the broader Metro brand. The work sat between two campaign phases: updating existing creative for an interim corridor that would later receive its own full launch treatment.

The central challenge was photography. No suitable assets existed showing the new above-ground Bankstown line, and there was no budget for a new photoshoot. After testing several AI generation tools, Higgsfield produced a convincing exterior scene from two reference images. Real train details and branding were composited back in Photoshop, then AI-upscaled to refine the result — delivering a campaign-grade hero image without a traditional commission.

With the photography resolved, the campaign creative was adapted and applied across the full suite of hoarding panels, balancing the existing Metro brand with the specific context of this interim opening.

People waiting at a modern metro station in Sydney, with a train arriving on the tracks. The station features glass and metal architectural elements and trees lining the platform.
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Two website mockups side by side for Rhodes Central, featuring images of people enjoying food and social activities, with text sections about the center's offerings, booking options, and contact information.

In early 2021, I collaborated with a creative agency to develop the brand and marketing strategy for Rhodes Central, a new retail and dining precinct in metropolitan Sydney. The project aimed to attract an upper-middle-class, multicultural audience with a taste for premium dining and shopping experiences. The branding needed to reflect a sophisticated, local lifestyle while highlighting the center’s diverse culinary offerings.

Working closely with the agency director and marketing manager, I designed a cohesive visual identity that spanned multiple platforms. This included the dining precinct logo, large-format signage, website mock-ups, social media rollout concepts, and branded merchandise. The project demonstrated my ability to create strategic, audience-focused design solutions across both digital and physical touchpoints.

Experience: Art direction, Branding, Large format print design, UI design, Concept development
Stock image selection, Pitch creative

Rhodes Central

Branding and marketing proposal

Bus stop in an urban area with a poster advertising sushi, a parked bus, a cyclist passing by, and trees lining the street.
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Billboard advertising Tauranga Crossing shopping center with a photo of shoppers and stores, under a clear blue sky.

Tauranga Crossing

In mid-2020, the agency I worked for successfully pitched to update the branding for Tauranga Crossing Shopping Centre in New Zealand following its redevelopment. As the lead designer, I was heavily involved with creating mock-ups, defining branding elements, and materials to relaunch the centre.

Examples of collateral included billboard designs, hoarding, merchandise, posters, branding updates for the website, newsletter, gift cards, etc.

Experience: Art direction, Branding, Brand guidelines copy-righting, Large format print design, UI design, Concept development

Brand development

Open magazine with articles about fashion and community events, featuring images of people, clothing, and outdoor scenes on white background.
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Blue sky with wispy clouds and a logo for RECLAIM PV Recycling, featuring a circular arrow with a blue, yellow, and green gradient surrounding a stylized 'R' and the text 'RECLAIM PV RECYCLING'.

Reclaim PV recycling

In late 2020 I worked with the startup Reclaim PV Recycling on new branding, brand guidelines, and the roll-out of printed and digital collateral for their November relaunch into the market. Reclaim PV operated Adelaide's first solar panel recycling facility and became heavily involved with industry and councils as the uptake of solar power grew across the country.

Experience: Brand Guidelines, Brand auditing, Logo creation, Iconography, Print layout, Colour selection, Website UI design

brand guidelines & identity

A printed flyer about Australia's leading solar power and recycling business, featuring a photo of workers in safety gear and solar panels, with sections on achievements, government involvement, and environmental impact.
Webpage for a hair salon called Envious Hair, featuring a woman with long curly hair, salon services such as color, treatments, styling, and cut, appointment booking form, and contact information with map.

Envious Hair

Branding

As a freelancer, I was hired to design the logo and branding of a new salon business venture Envious Hair by Kellie. I aimed to capture the client’s bubbly personality through bold and bright colours, helping it stand out from other salons in the shopping strip.​

Website UI prototype

This website mock-up builds on the branding created for the appointment cards and social media posts. Stock imagery has been used for demonstration purposes and the functionality of the Request an appointment feature is only a proof of concept.

Some issues that may arise are the nature of booking appointments and how they often overlap with other clients, depending on treatments. To combat this, all appointments requested online would receive a callback or text to confirm a booking.

Experience: Art direction, Colour design, Illustration, Logo design, Branding, Prototyping, User interface design