Selected Work
A glimpse into selected projects across branding, design, market research and website development, each shaped by a considered approach to strategy, creativity and the needs of the business behind it.
For a broader look at how I work and the ways we can collaborate, discover my services.
Branding & Design
Market Research
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Research designed to turn information into direction.
My experience spans market analysis, competitor research, audience insights, customer behaviour and opportunity mapping, with findings used to inform real business decisions, from launching new locations and physical storefronts to expanding service offerings, developing new products and identifying opportunities for growth.
Rather than research for research’s sake, the focus is always on translating data into clear, practical recommendations that help shape what comes next.
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Market research should do more than sit in a report. My work focuses on turning audience, competitor and market insights into clear opportunities for growth, with research used to inform business expansion, new service development, campaign strategy and customer acquisition.
New Market Expansion
A competitor and market analysis informed the decision to open a new branch, which went on to achieve the highest intake across the organisation’s existing locations.New Service Development
Research informed the creation, positioning and marketing of a new service offering, contributing to a 25% increase in sign-ups each quarter.Audience Growth
Following a detailed demographics report, I developed a targeted email acquisition campaign and giveaway strategy for an established 10-year-old business, resulting in a 143% increase in email sign-ups. -
Our analysis demonstrates actionable insights, enabling organizations to Research is only valuable when it helps shape the next decision. Findings are translated into clear, practical recommendations, whether that means identifying a gap in the market, refining an audience, validating a new offering, informing a launch strategy or uncovering opportunities for growth.
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Competitor analysis
Demographic research
Audience profiling
Market positioning
Pricing analysis
Customer behaviour
Trend research
Opportunity mapping
Campaign analysis
Website Development
SYNERGY POOL & SPA REDESIGNClient: Synergy Pool & Spa
Year: 2026
Platform: Squarespace
Project: Website Redesign + Migration
Scope: UX, Web Design, SEO + Analytics
Custom Features: Custom Code + Embedded Widgets
A complete website redesign and platform migration, created to give Synergy Pool & Spa a more refined, contemporary digital presence.
The original colour palette was retained and elevated, while the overall design was simplified to let the quality of the workmanship and project imagery lead. The site structure was also reworked to create a more intuitive user journey, with stronger calls to action introduced throughout.
SEO, analytics and performance tracking were integrated behind the scenes, creating a website that not only looks more considered, but works harder for the business.
LONGVIEW VINEYARD REDESIGNClient: Longview Vineyard
Year: 2025
Platform: Squarespace
Project: Website Redesign
Scope: UX, Web Design, Copywriting, SEO + Content
Custom Features: Automations, Integrations + Ongoing Website Management
A complete redesign of Longview Vineyard’s website, created to make the experience more intuitive while better showcasing the breadth of the brand beyond wine.
The new site places greater focus on Longview’s wines while creating clearer pathways through its cellar door, accommodation, day spa, weddings, events and experiences. Copywriting, metadata, alt text, SEO and automations were developed throughout, creating a stronger and more considered digital foundation.
As an evolving hospitality and wine brand, the website is also managed and updated regularly to reflect new vintages, wine releases, awards, events, offers and seasonal experiences.
ENCORE MUSIC COLLECTIVEClient: Encore Music Collective
Year: 2024
Platform: Squarespace
Project: New Website Build
Scope: UX, Web Design, Copywriting + Organic SEO
Custom Features: Enquiry Forms + Ongoing Website Management
A new website created for Encore Music Collective, with a brief centred on elegance, timelessness and ease of navigation.
The site was designed to clearly showcase the breadth of entertainment services while creating a refined and cohesive digital presence for the new business. All website copy, service pages and enquiry forms were developed as part of the build, alongside organic SEO foundations to support discoverability.
The website continues to be maintained and updated monthly, allowing services, imagery and business information to evolve alongside the brand.
Art Direction
Art direction is about bringing a creative vision to life through thoughtful storytelling, strategic planning and a strong visual identity. My approach combines creative thinking with attention to detail, ensuring every element works together to deliver a cohesive, considered and visually compelling result.
From initial research and concept development through to final execution, I oversee the entire creative process. This includes developing campaign concepts and narratives, establishing visual direction, location scouting, talent and stylist selection, coordinating photographers and videographers, and directing photoshoots to ensure the final imagery aligns with the overall vision.
With experience across fashion, luxury, lifestyle and hospitality, I bring together strategy, storytelling and aesthetics to create campaigns and visual content that not only look beautiful but communicate a clear message, reflect a brand's identity and connect with its audience.
Content Creation
Effective social media goes beyond creating beautiful content. It requires a strong understanding of brand identity, audience behaviour and the strategy behind every creative decision.
Combining research, content planning, photography, videography and visual storytelling, I develop engaging, impactful content that captures attention, strengthens brand presence and supports broader marketing objectives. Every element is thoughtfully considered to ensure creativity and strategy work together to deliver meaningful results.
