Creative Direction + Brand Strategy
for Beauty, Wellness & Lifestyle Brands
Design leadership grounded in storytelling, clarity, and visual cohesion, trusted by Adelaide brands, studios, and organisations.
Building Visual Worlds
with
Strategy and Storytelling
With more than a decade of experience in branding, packaging, content direction, and digital design, I specialise in Creative Direction + Brand Strategy that elevates how people perceive and experience a brand.
My work spans beauty, wellness, architecture, retail, and government communications, delivering cohesive brand systems and emotionally resonant design solutions for organisations across Adelaide and South Australia.
I combine conceptual thinking with refined visual execution to create brand experiences that are intentional, beautiful, and strategically aligned with business goals.
Case Study 1
Brand Elevation & Packaging System
A holistic redesign elevating the brand into a unified, premium, iconic system.
Client: Janesce
Role: Creative Direction, Packaging Design, Brand System Architecture
Year: 2024
Scope: Packaging, Iconography, Typography, Art Direction
The Challenge
The brand’s packaging had evolved organically over decades, creating inconsistency across ranges, product families, and categories. Colours varied, label structures drifted, and there was no unified visual system to hold everything together.
Customers struggled to navigate the range, and the brand’s premium positioning wasn’t reflected in the packaging.
Key issues
Inconsistent typography
Disjointed colour usage
No brand-wide visual system
Limited shelf recognition
Outdated hierarchy and layout
Before → After
A complete packaging overhaul brought clarity, cohesion, and a refined premium sensibility.
Building the New System
Typography: A modern serif paired with clean sans-serif elements
Colour Palette: Simplified and codified for category clarity
Iconography: A bespoke set of botanical icons developed to unify storytelling across ranges
Grid + Hierarchy: A cohesive layout structure applied across all SKUs
A Cohesive Packaging Family
The new design system brings consistency to the entire range. Every product aligns through shared structure, botanical iconography, and a refined, premium visual language.
Result
Stronger brand recognition
Clearer product navigation
Premium repositioning across digital and retail
Cohesive system ready to scale
🏆 Featured among The Best Skincare Packaging Designs for DesignRush 2025
🏆 Proudly recognised with multiple honours at the 2025 Clean + Conscious Awards
Case Study 2
Seasonal Campaigns & Content Strategy
Overview:
Conceptualised and executed multi-platform seasonal campaigns that strengthened Janesce’s visual storytelling and engagement across social, email, web, and retail channels.
Creative Direction:
Built campaign “visual worlds” from moodboards, colour palettes, props, and styling concepts.
Directed photoshoots, motion graphics, and content creation to ensure narrative consistency.
Introduced a story-led approach that emphasised rituals and sensory experiences rather than products alone.
Brand Strategy:
Shifted content strategy from product-centric to brand storytelling, increasing engagement and loyalty.
Developed campaign frameworks to maintain consistency across multiple launches.
Reinforced premium positioning through elevated visual aesthetics and narrative cohesion.
Result:
Campaigns that resonate emotionally with audiences, strengthen brand identity, and increase engagement metrics.
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Online this year you'll find NEW...
🎉 Signature Collection Gift Kits
🌱 Essentials Collection Gift Kits
✨Your Radiance Exp](https://images.squarespace-cdn.com/content/v1/640ab98dfb9a7e4b565908dd/1763690672925-8D4LNIJLRBKFTBDBU3NP/image-asset.jpeg)
![Online + in-store] 🍯💐Meet [New] Honey + Bloom Cleansing Milk…
Infused with tincture blend 8 and Adelaide hills honey…it is the most nourishing botanical creamy cleanser we’ve ever made…
📷: Marshmallow plant from our fa](https://images.squarespace-cdn.com/content/v1/640ab98dfb9a7e4b565908dd/1763690678347-53AFND4KB2WQQMBFQ81Y/image-asset.jpeg)
Case Study 3
Digital Education Platform: Story-Led UX
Overview:
Designed and directed a digital training platform for Janesce, translating complex skincare knowledge into intuitive, visually-led learning experiences for therapists and stockists.
Creative Direction:
Storyboarded and directed visual flow, including lighting, composition, colour, and motion graphics.
Crafted a calm, premium aesthetic aligned with the brand’s slow-beauty philosophy.
Ensured visual consistency across video, UI, and supplementary digital content.
Brand Strategy:
Turned training into a brand-building tool, improving knowledge retention and loyalty.
Created a scalable system for future courses, maintaining brand coherence across all modules.
Reinforced brand values through narrative-led digital design, emphasising rituals, expertise, and sensory experience.
Result:
A visually cohesive, story-driven learning platform that enhances brand perception, builds loyalty, and scales for future digital education initiatives.