My story.
With an early background in advertising, events and branding, I’ve found my niche and passion over the last ten years working as part of in-house beauty and wellness creative teams. Continuously learning alongside talented colleagues and creative collaborators, the last decade has taught me how to champion and balance big ideas within a framework of what is relevant, realistic and achievable.
Amidst the chaos of 2020, our family made a sea-change to the beautiful Northern Beaches of Sydney, and so my next chapter has begun - by partnering with and supporting yet more beautiful brands, both fledgling and established, in a contract capacity. Working on campaigns, collateral, packaging and branding projects, my daily agenda these days involves raising two wildlings whilst working, and in-between, searching for the elusive secret to doing both.
My process.
My approach to design is anchored in collaboration, research and empathy - for brands, their products and most importantly their consumers. I am open, meticulous and thoughtful in the search for meaningful design solutions and have been lucky enough to build strong, ongoing relationships with people who share the same philosophy to their creative strategies and work. My focus is on creating relevant and magic moments that prompt people to not only fall in love with a brand, but STAY in love.
Brands I’ve worked for and with.
The Beauty Chef
As part of the small and tight in-house brand team at The Beauty Chef, i had a privileged front-row-seat to the inner workings of the dreaming, strategy and creative investment needed to develop and launch cult-status products. We created packaging, promotions, campaigns and moments that created intrigue, joy and brand-love.
Dr Roebuck’s
New to the Australian market, Dr Roebuck’s is on a journey to build it’s brand identity through content, collateral and promotional campaigns. I have been working with them in an on-going capacity to support them with bigger, more strategic creative projects as well as any adhoc work that pops up. Whilst they already had an established and extensive image database we have worked on defining a look and feel that is more premium, elevated and consistent across all consumer touchpoints.
Jurlique
Whilst leading the Global Creative Team at Jurlique, my role was to oversee the development and execution of creative strategy, inspiring campaigns, covetable packaging and branding. Developing meaningful relationships with internal stakeholders, our global markets and creative partners, ensured that once work was handed over to our local markets located all over the globe, our brand was brought to life in a meaningful and consistent way.
Skinstitut
In recent months, The Skinstitut brand values and tone of voice have been radically brought to life. Through the execution of considered brand codes, updated language and a thoughtful cascade of engaging, beautiful content, Skinstitut is having its ‘moment’. For a brand that is so loved by many, yet still
un-discovered by TOO many, another opportunity has existed to fully re-align the brand’s packaging with it’s unique offering, values and tone of voice. Whilst also elevating the consumer experience and delivering on its promise of efficacy.
Over the last year I’ve partnered with the team at Skinstitut to bring various new product offerings to life, including an almost-launched new range that is sure to shake up accessible, efficacious skin care in Australia and beyond.
“You have been one of the best clients I’ve ever had, both personally and creatively. Gx “
—
Gary Heery
Photographer, long-standing Jurlique Creative Partner & friend
