Print Design
〰️
Print Design 〰️
Westholme
brand brochure
Between 2021–2022 at the Australian Agricultural Company (AACo), I worked across several beef brands, including Westholme Wagyu. The brand’s brochure hadn’t been updated in over three years and no longer reflected current positioning.
I was responsible for developing a refreshed brochure concept that aligned with the updated brand direction.
I incorporated new photography, restructured the layout for clearer storytelling, and updated the copy to reflect Westholme’s branding and market focus.
The new concept delivered a more contemporary, cohesive brand piece that strengthened Westholme’s presentation across global markets.
Experience: Image library management, Typesetting, Print layout, Colour correction, Art direction, Illustration, Print pre-press, Infographics
Conexus Financial
Professional Planner Magazine
As a freelancer I was hired to design and layout the Professional Planner magazine issues in February, March and May 2020 before the company decided to put their printed issues on hold indefinitely due to Covid. Each 32-page issue was aimed at people in the financial planning and wealth management industry.
Where imagery was not supplied, it was carefully curated from stock libraries and adapted so it fits within the story’s main ideas. The illustrations are often tweaked and built upon to strengthen their meaning and connection with the story.
Experience: Type setting, Print layout, Colour correction, Art direction, Illustration, Print pre-press, Infographics
AMP Capital
Office Leasing Brochures
These leasing documents were created to inform potential tenants of any vacancies in
AMP Capital’s portfolio of managed Office and Industrial buildings.
Experience: Type setting, Print layout, Colour correction, Branding, Icon Creation, Map Illustration, Concept development, PDF Interactivity
-
The Office Leasing Opportunities document covered all Australian-managed assets and was overhauled in 2018. Enhancements included more vibrant imagery, standardized iconography and statistics, PDF interactivity with page footer navigation, and a clickable map page for state-specific navigation.Key points
Standardisation of the iconography of the key stats
Creating a design that works well with real estate assets that feature large and small amounts of information
Creating a visual hierarchy that is easy to follow
Creating a document that can be easily updated for someone in the marketing team with basic Adobe Indesign skills
-
The second asset-specific leasing document shown on the right (60 Pacific Hwy, St Leonards) takes a more bespoke and detailed look at what the individual property has to offer including a local area map and fit-out/floor plan - depending on the property.
AMP Capital
Use the Stairs campaign
The year was 2019, at a time when office attendance was at an all-time high, before working from home became the norm a year later. The "Use the Stairs" campaign aimed to encourage more employees in the 33 Alfred St, Sydney building to use the stairs for interfloor travel.
Two concepts were developed to run simultaneously on different floors. One concept took a playful and humorous approach that used animal caricatures and puns to create awareness of the benefits of taking the stairs. The second ‘Great Journeys’ concept complemented AMP’s business ideology through aspirational imagery and motivational language.
Lift door vinyls were also created to give additional health-related facts about the benefits of using the stairs over the elevators.
Experience: Art Direction, Copywriting, Type setting, Colour correction, Stock image selection, Photo-retouching, Concept development
Other PRINT design experience
Packaging & POS
As a designer at BPM Australia and Elton Ward Creative, I have been involved with several packaging and point-of-sale (POS) design projects. I enjoy taking a hands-on approach to prototype designs and die-cuts to grasp design constraints that aren’t always evident on a computer screen.
Vehicle wraps
Some recent work at Transport for NSW was to create branded vehicle wrap mock-ups as a guide for the Towards Zero Road Safety Technology Team. The vehicle above was part of a fleet designed with Aboriginal design elements and safety decals in use across the Transport division.
Large format design
Making objects larger presents new design challenges based on their placement. Billboards demand immediate attention to effectively convey their message, while Construction hoardings may have unique sizes and proportions.
Some of my work has reached thousands of individuals on bustling motorways in Sydney like the Rozelle Interchange opening, unveiled by Transport for NSW.