Pacific Pearl launch booklet

Client: P&O Cruises

To celebrate the launch of Pacific Pearl – P&O Cruises' newest superliner – this 44-page booklet was distributed as a souvenir to the first travel agents and passengers to step onboard. Only 3500 booklets were produced, making them a unique gift to P&O Cruises' passengers and trade partners. Due to its limited run and the highly targetted nature of the booklet, this project offered an opportunity to creatively step outside the P&O Cruises brand guidelines and really make the final product my own.

Logo and business card design

Client: LucyClaire®

With a plan to create a fashion doll marketed as the anti-Barbie, LucyClaire required a logo that is classically elegant, yet appealing to modern-day mothers and their daughters between the ages of three and seven.

A heavily modified script font was employed to achieve the classic, elegant look that the client desired, while the reversed logo on an aqua background achieves a feminine look without resorting to a stereotypically pink and yellow colour palette.

In addition to the logo, a business card was also designed to represent the new brand.

Logo design

Client: Slabseal Australia Pty Ltd

Working under a brand that had become outdated, Slabseal Australia requested my help in refreshing their logo and creating a modern identity for the business. A few key elements were considered essential in the final design.

Slabseal's previous logo incorporated two water drops into the design, which have been carried over to this design in order to maintain the integrity of the brand. The blue colour of the previous logo has also been translated across and modernised with the use of a subtle gradient.

Super Food Ideas full page advertisement

Client: P&O Cruises

To promote an online competition to win a Food & Wine Cruise onboard P&O Cruises’ Pacific Jewel, this full page advertisement appeared in the May 2011 edition of Super Food Ideas. The competition was a resounding success, with clickthrough rates tripling the usual figures on the Super Food Ideas website.

Logo design

Client: Doopiz

As a classified advertising website with a twist (selling services rather than products), Doopiz required a memorable logo that would help the fledgling business stand out amongst its competitors.

Stylised type was used to create a fun identity for the brand, which works most effectively online, where Doopiz conducts its business. Recognising the strength and versatility of the "D" to represent the brand, I also created a series of app icons and a favicon for future use by the Doopiz team.

Annual report

Client: Integrated Research

As another financial year came to a close, Integrated Research required the 2011 Annual Report to be designed and delivered to shareholders within a very tight deadline.

As one of the more important documents of the year in terms of its reflection on the business as a whole, it was crucial that the final artwork conform to the corporate style guide and be as flawless as possible.

Pizza menu photography

Client: Doughboy Pizza

The issue faced by Doughboy Pizza centred around their online menu, which wasn't representing the high quality of their pizzas with effective photography. I was commissioned to help overhaul the menu with new photos of each pizza.

Previously, Doughboy's menu featured photos of their pizzas taken from a low angle, making the variety of toppings difficult to determine. I was able to rectify this problem by taking the new photos from directly above each pizza in a consistent position.

In subsequent photo shoots, a variety of more relaxed images were captured for the purposes of eDM campaigns and other marketing collateral.

Logo design

Client: Personal project

Recently, I made a decision with my girlfriend, Belinda, to combine our freelance design work, with the (very) long-term goal of turning the business into an agency.

We chose koi to represent us as they are such a universally positive symbol, and we both have an interest in Japanese culture and aesthetics. In our research, we also discovered that the word "koi" in Japanese (恋) represents a form of love, which we felt was particularly appropriate for this partnership.