Under Armour
Winning the everyday, without losing the athlete.
Repositioned the brand for a lifestyle audience while protecting the athletic credibility that justifies its premium pricing.
Brand & Creative Leader. Partnering with ambitious brands to build brand love and drive scalable commercial growth.
Under Armour
Winning the everyday, without losing the athlete.
Repositioned the brand for a lifestyle audience while protecting the athletic credibility that justifies its premium pricing — a balance most performance brands get wrong in one direction or the other.
View case studyApple · Google · Microsoft
One brand voice, three tech giants, zero friction.
Built and ran the creative system connecting Officeworks' retail brand with Apple, Google and Microsoft's global guidelines simultaneously — proving local execution can hold up against the strictest brand governance in the world.
View case studyKmart
Making mass-market feel considered.
Led creative for one of Australia's highest-volume retail calendars, where every asset had to work at scale, in-store and online, without the brand ever feeling generic.
View case studyOfficeworks
Refreshing a category leader without resetting recognition.
Led the FY25 brand campaign, evolving tone and visual system while protecting two decades of category-leading recognition — proof a refresh doesn't have to mean a relaunch.
View case study
Apple · Google · Microsoft
One brand voice, three tech giants, zero friction.
Built and ran the creative system connecting the retail brand with three global guidelines simultaneously.
Kmart
Making mass-market feel considered.
Led creative for one of Australia's highest-volume retail calendars.
Officeworks
Refreshing a category leader without resetting recognition.
Evolved tone and visual system while protecting two decades of category-leading recognition.
