Founded by Design®

Bio

I’m an independent design and branding expert with over 25 years experience leading branding projects for local and international brands and government-backed initiatives — notably the Australian Department of Industry initiative 'Design Integration' which embedded design capabilities and processes within Australian businesses. I'm also the owner and Creative Director at Founded by Design®, a Sydney-based branding and design studio created with a clear intent — to use design and creativity to help ambitious brands thrive. We believe design should be a contribution, not a distraction. That good design has the power to challenge conventions and shape positive change. As the business founder I lead all the creative work, curate specialist teams for projects and manage the business development — bringing strategic thinking and design craft to every stage of a brand’s journey.