For over 35 years, COLORSTEEL® has been New Zealand’s favourite roof. But, over time they had become a generic category descriptor within a functional, low involvement category driven by price and personalities.

The task was to refresh the brand and shift the product to become a desirable lifestyle choice driven by emotion and engagement. Transforming the way people think about building. Opening them up to new possibilities in architecture that help them live more modern New Zealand lives.

Developed as Design Director at Designworks.
Design direction, design development, art direction, project management.

Anchor Food Professionals is one of the leading brands in the global foodservice industry. The problem? Their brand identity did not clearly articulate this value position.

We worked collaborately to find a strategic insight that would differentiate and elevate the brand. The insight we discovered was that Foodservice Professionals need more than ingredients – they seek solutions from trusted partners to elevate their business performance. 

I lead a talented team to deliver a strategically powerful brand identity based on the idea of Performance Partnership. This new brand platform has been used to deliver a significant reset for the brand, globally.

Developed as Creative Director at Hula.
Design direction, conceptual development, art direction, project management.

Global Dairy Trade (GDT) is the world’s leading online dairy ingredients auction. GDT connects buyers and sellers allowing for more transparent, trusted trade on a global scale.

The idea behind the brand is ‘connected intelligence’ - as a brand, GDT intelligently ‘connects' buyers and sellers of dairy ingredients. The brand identity was primarily developed to communicate the launch of three new service lines; GDT Events, GDT Marketplace and GDT Insight which collectively offer a definitive product suite for connecting the world of dairy trading.

The identity uses aligned circular elements that conform to a square grid. From this grid, the identity expands and evolves and is designed to work in both static and motion formats – always aiming to show the vibrancy and reach of the connections Global Dairy Trade enables. 

Developed within a larger team at Designworks.
Design direction, design development, art direction, project management.

NZMP is the business-to-business ingredients brand of Fonterra. With an annual turnover of around US$17 billion, Fonterra's core business consists of exporting dairy products under the NZMP brand.

The new brand positions NZMP as a company that 'sees dairy differently' and unlocks the natural potential of dairy, helping customers get more from their products. The brand identity uses beautiful, elegant images of NZMP's product groups to communicate this idea and elevate NZMP beyond the role of commodity supplier.

Developed within a larger team at Designworks.
Design direction, design development, art direction, project management.

Packaging and website for a range of New Zealand botanical teas.
Each variety is differentiated by an ingredient kaleidoscope designed to communicate balance, harmony and natural efficacy.

Developed at Designworks.
Design direction, design development, art direction, project management.

An Event Brand to commemorate the occasion of over 200 games of 1st XV rugby played between Auckland Grammar School and King’s College.

The idea that drove the design was Rivalry. The schools are 'bonded by rivalry' and the brand celebrates the shared history and intense rivalry of these two schools. The brand was developed specifically for the commemorative evening and included a limited edition book that was available on the night.

Developed at Designworks.
Design direction, design development, art direction, project management.

Packaging design for a refreshing low-calorie premium soda with unique New Zealand ingredients.

The central design feature is an intricate ‘drop of goodness’ which represents nature’s bounty and the drink’s ingredients – a combination of green tea and New Zealand fruits, infused with Manuka honey.

Developed at Designworks.
Design direction, design development, art direction, project management.

This project involved the creation of a name, brand story, positioning, brand identity, and packaging for a new range of New Zealand mussel products. From live chilled mussels to easy-steam mussels and accompanying sauces, the Ikana range was developed to be a premium and healthy meal alternative.

With photography by Kieran Scott and recipes developed in partnership with Ray McVinnie, Ikana was developed as a premium, New Zealand food company.

Developed at Brian Richards.
Design direction, design development, art direction, project management.

The task was to deliver a highly unique and inspirational educational experience that would set Unitec apart at the Coca-Cola Careers Expo. A dynamic, custom built stand was developed and matched with a student engagement theme called 'YouFinder'. The stand is all about finding who you want to be.

A specially developed diagnostic iPad app that matched student’s character type with their career choices was the main focus of the stand. This app was deployed on iPad's that were hung on 5m long lycra ‘umbilicals’ - freeing up floor space and ensuring the devices were tamper-proof.

Developed within a larger team at Designworks.
Design direction, design development, art direction, project management.

Before ‘Spark’ there was Telecom.

'One Team' was an internal programme designed to galvanise Telecom’s team of 8,000 staff and also to generate sales via a ‘peer to peer’ programme developed by Telecom Retail. The One Team programme is underpinned by the idea that many people working together have a cumulative effect.

Developed as a communications programme that works across multiple platforms with Telecom staff as the hero’s.

Developed at Designworks.
Design direction, design development, art direction, project management.

New Work for NZMP that showcases their butter range. New Zealand butter is a premium dairy product with unique attributes and benefits. But these advantages were not well known among NZMP's customer base. 

We developed a 'myth-busting' document with a bold cover and beautiful imagery to position NZMP butter as the best choice for dairy manufacturers.

Developed at Designworks.
Design direction, design development, art direction, project management.

This was a small project developed for Suncorp New Zealand.

A new Customer Marketplace Team had been established and the client wanted to inspire this new team with an experience day. We developed a simple idea that would help communicate key principles to the team.

The idea that ‘US’ is within the word CUSTOMER allowed us to create a series of themed communications that assisted our client to inspire and motivate this new team.

Developed at Designworks.
Design direction, concept development, art direction, project management.

The development of an identity and signage system to launch the newly named Spark Arena. This was a complex project with multiple stakeholders and a short time frame.

We developed an identity that adhered to the Spark brand guidelines, acknowledged the Ngati Whatua heritage of the site and was still engaging and dynamic enough to signal a ‘new era’ for this iconic entertainment venue.

Developed at Designworks.
Design direction, concept development, art direction, project management.

A new identity for an established New Zealand architectural practice. This included advice on naming, launch strategy, identity design and consultancy regarding the online experience.

The symbol was inspired by the innovative and precise nature of MTA’s architectural style.

Design direction, design development, art direction, project management.