Project Collection
A collection of collaborative projects I have contributed towards their success.
I would like to acknowledge that this website was created on the Darug, Dharawal, and Gundangara Nation Land. I acknowledge and pay my respects to their Ancestors and Elders past, present, and emerging. The Traditional Owners of their land.
Viewers please be warned, there may be words and descriptions that can be culturally sensitive, and which might not normally be used in certain public contexts.
Show Me The Way
This project focused on rebranding the Land of Menindee through Show Me The Way, by exploring its rich historical, cultural, and environmental significance. Centered around Barka, the sacred river and spiritual lifeline of the Barkindji people, the rebrand honors its deep cultural and ancestral connections.
The Visual Style
The visual style of this project is designed to authentically represent the true essence of Menindee, highlighting its deep cultural and environmental significance. Through carefully selected imagery, I aimed to showcase the region’s unique flora and fauna, ensuring that the audience gains an appreciation for the land’s rich biodiversity and spiritual importance. The Barka, depicted through its flowing lake shape, serves as a central motif, symbolising both a physical life source and a sacred entity for the Barkindji people. While the emu egg, incorporated into the design represents the continuity of cultural traditions as Barkinji carve stories into them. These symbols are not just visual elements, they carry profound meaning, reflecting the interconnection of land, water, and people. By integrating these culturally significant elements, the design seeks to communicate the deep-rooted relationship between the Barkindji and their environment, encouraging respect, awareness, and a greater understanding of Menindee’s heritage.
Typography and Wording
The typography and wording in this project are carefully chosen to reinforce the spiritual and cultural significance of Menindee. The statement, “Barka is mother, her banks, your lifeblood. The heartbeat of Menindee,” serves as a powerful anchor, embodying the deep connection between the Barkindji people and the Barka. The font hierarchy ensures that Barka remains the focal point, emphasizing its role as a life-giving force. The supporting phrases flow in a rhythmic, almost poetic structure, mirroring the movement of the river itself. Typeface selection balances strength and fluidity, reflecting both the resilience of the land and the organic flow of water. By integrating these elements, the typography not only conveys meaning but also invites the audience to engage with the story of Menindee on a deeper, more emotional level.
Western Sydney Fashion Festival
For my Researching the Visual assignment at Western Sydney University, the project I was tasked with, was to develop a comprehensive brand look book for the Western Sydney Fashion Festival (WSFF). The brief required me to create a cohesive brand identity that balances and integrates the unique styles and aesthetics of each participating fashion label under the WSFF banner. Promoting a unified visual language that celebrates diversity and individuality while maintaining cohesion across all brands.
Celebrating Cultural Heritage through Design
In response to this challenge, I aimed to create a visual language that honors the individuality of each artist’s style while maintaining cohesion across all brands. By embracing and showcasing the unique qualities of each artist’s cultural heritage, I sought to establish a strong sense of shared identity and community among the participating labels.
Creating a Unifying Visual Language
The resulting brand identity is a celebration of diversity and individuality, reflecting the rich cultural tapestry of the Western Sydney Fashion Festival. By incorporating recurring motifs and themes, I established a strong visual connection between the individual brands and the WSFF umbrella, creating a sense of shared identity and community.
Creative Teams
Western Sydney University Courses
Aqua Planet
A team of students and I collaborated to answer a client brief from Toilet to Tap, focused on shifting public perception around recycled water for consumption. Our task was to develop an event that would educate and engage the public while reinforcing positive brand messaging. This involved in-depth research into the topic, defining brand values and identity (including taglines, logos, color schemes, and brand promises), and establishing a clear tone of voice. We also created design exemplars, user personas, event timelines, and budgeting strategies to bring the concept to life.
PIP (Party in Parra)
For this project, our team worked with a client who wanted to host a memorable 21st birthday party in Parramatta. We applied the same structured approach, researching event planning best practices, defining a cohesive brand identity, and designing promotional materials. From developing a strong theme and visual identity to crafting a detailed event timeline and budget, we ensured the event was both seamless and unique to the client’s vision.
HistoriQuest
This project required us to design a mobile application that encourages people to discover and engage with historical landmarks in Parramatta, NSW. Our team conducted site mapping and developed a metadata schema to structure historical information effectively. We focused on user experience and content organisation, ensuring the app provided an engaging and intuitive way to explore Parramatta’s rich history. Additionally, we created user personas to inform design decisions and optimise usability.
During my time at Western Sydney University, I had the opportunity to participate in the Creative Teams 1 and 2 courses, which provided me with hands-on experience working in interdisciplinary teams to develop innovative solutions for real-world problems. These courses allowed me to collaborate with industry partners and peers from diverse disciplines, applying theoretical knowledge to practical projects.
Through a combination of research, planning, and creative problem-solving, I developed skills in strategy development, media selection, and audience analysis, culminating in the creation of engaging campaigns that addressed complex challenges.
Creative Teams 2
As part of the Creative TEAMS 2 course at Western Sydney University (WSU), Gleam Studio, a team of five students was tasked with delivering a comprehensive branding solution for Adobe, I was responsible for unpacking the brief from Adobe, through analysis I determined the aim of the campaign is to spread awareness and shift perceptions of WSU staff and students.
As the UX Designer on this project, I led the research phase, conducting in-depth user persona research to gain a deeper understanding of Adobe Creative Cloud users. Through data collection and analysis, I identified key pain points and areas for improvement. Analysing customer feedback and creating an empathy map to visualise the emotional needs and behaviors of Adobe Creative Cloud users. A comprehensive user journey map was also developed to outline the steps customers take when interacting with Adobe’s platform and their touch points throughout the campaign, providing a clear understanding of their unique needs and behaviors.
