Around since 1994, Swazi has been providing outdoor apparel to New Zealand, and I was eager to get involved. Building the brand, driving marketing, sorting socials, and fostering the community was a massive task.
In a competitive market, Swazi needed to stand out as technical, contemporary, and human. While other brands leaned on celebrity partnerships, Swazi doubled down on ambassador-led photography and distinctly Kiwi imagery, renaming many garments to reflect Aotearoa’s landscapes, remote huts, and local towns.
Within our small marketing team, I have directed campaigns, packaging, and design, updating visuals to highlight the technical performance of the garments while keeping the human, honest voice that Swazi is known for. Design was my primary role, but I fell into video editing, motion design and producer across my time here.
Silver Best
Award Winner
Manifesto Grotesk
This publication is dedicated to type and its design framework. It is a manifesto which proposes several different articles, each presented through a original display typeface.
The work is a direct response to authorities and powers which attempt to dictate what type/design ought to be. It parodies the words of Dieter Rams and David Carson, poking fun at the hegemony. The manifesto seeks to dissect the established bias of a industry saturated with white men and unravel the natural aporia of type design.
This publication is dedicated to type and its design framework. It is a manifesto which proposes several different articles, each presented through a original display typeface.
The work is a direct response to authorities and powers which attempt to dictate what type/design ought to be. It parodies the words of Dieter Rams and David Carson, poking fun at the hegemony. The manifesto seeks to dissect the established bias of a industry saturated with white men and unravel the natural aporia of type design.
Manifesto Grotesk is a dogmatic approach to type design, its fundamentally goal is to unveil the concealed. As a result the typefaces are unorthodox, abrasive and avant garde, the type endeavours to up heave assumptions about what is, and what is not good type.
Saatchi & Saatchi Refresh and Socials
Saatchi & Saatchi has long been an agency of a diverse range of designers and creatives, each contributing their own unique identity to the brand. As a result, the agency’s image became fragmented, especially on social media, where various styles and voices have been competing for attention.
This inconsistency started to impact the overall perception of the brand. I was brought on to help refresh the key internal documents and update the company's social media presence.
The goal was to create a more cohesive, unified display that both highlights the agency’s rich legacy and better showcases the incredible work being produced by the team.
Saatchi & Saatchi has long been an agency of a diverse range of designers and creatives, each contributing their own unique identity to the brand. As a result, the agency’s image became fragmented, especially on social media, where various styles and voices have been competing for attention.
This inconsistency started to impact the overall perception of the brand. I was brought on to help refresh the key internal documents and update the company's social media presence.
The goal was to create a more cohesive, unified display that both highlights the agency’s rich legacy and better showcases the incredible work being produced by the team.
Saatchi & Saatchi
It was 3 years but felt like 10, I’ve built campaigns on billboards, on TV Ads, on TikToks, on banners, on bus backs, and never stopped learning. Working across clients such as Z Energy, Toyota, Westpac, and Heineken, I have gained a broad range of skills in design and production, and pushed myself into roles I would have never imagined, bouncing from designer, artworker, retoucher, type designer, AI expert, projections specialist to even model and voice actor on occasion.
It was 3 years but felt like 10, I’ve built campaigns on billboards, on TV Ads, on TikToks, on banners, on bus backs, and never stopped learning. Working across clients such as Z Energy, Toyota, Westpac, and Heineken, I have gained a broad range of skills in design and production, and pushed myself into roles I would have never imagined, bouncing from designer, artworker, retoucher, type designer, AI expert, projections specialist to even model and voice actor on occasion.
This was a water brand I developed partially with in a design team. The entire branding was created as a team including; idea generation, logo pattern assets and packaging.
While as a solo project I further developed the advertising for a brand launch/partnership with the Karen Walker design label. As well as the creation of exterior design assets, for example a canvas bag and a business card
While as a solo project I further developed the advertising for a brand launch/partnership with the Karen Walker design label. As well as the creation of exterior design assets, for example a canvas bag and a business card
Gnarl
This is the logo, trademark and newspaper advert for a string brand. The brand was called Gnarl, and needed to represent an ordinary American string.
The brand was intending to target; middle-aged men, who had a background in the trades and might enjoy boating or fishing. Using newspaper advertising and iconic trusted motifs, I was able
to successfully market and advertise to the
desired demographic.
This is the logo, trademark and newspaper advert for a string brand. The brand was called Gnarl, and needed to represent an ordinary American string.
The brand was intending to target; middle-aged men, who had a background in the trades and might enjoy boating or fishing. Using newspaper advertising and iconic trusted motifs, I was able
to successfully market and advertise to the
desired demographic.