About
Strategic Creative.
Perth.
I solve brand and communication problems for organisations who need creative work that actually changes behaviour. Every project starts with research and strategy - then I design the system to express it. Not a team. Not an agency. One strategist-designer with clinical methodology and deep expertise across every discipline your project needs.
Ikigai
The Japanese concept of "reason for being"
The Japanese concept of ikigai-your reason for being-drove me to change careers.
I started in clinical work. Exercise physiology, rehabilitation, helping people recover and change their habits. The work was meaningful, but something was missing. What I loved most wasn't the programs I delivered-it was the teaching. Watching understanding land. Seeing behaviour actually change.
That realisation led me here. To a practice where I apply the same rigour to brands, websites, and learning experiences. Where every project is about changing how people think and act.
"Most creatives design what looks good. I design what works."
What clinical training taught me about design
Working with patients taught me things most designers never learn:
Start with the person, not the solution. In clinical work, you assess before you prescribe. I bring the same discipline: deep discovery before any design.
Measure what matters. Clinical outcomes are tracked. Training completion rates are measured. I apply that evidence-based rigour to creative work.
Behaviour change is the goal. It's not enough for something to look good or feel right. Did the person do something different? That's the only metric that matters.
Mastery, not shortcuts
I'm drawn to the Japanese approach to craft. The ramen chef who spent years perfecting one dish. The incense maker whose family has refined the same process for generations. Every decision intentional. Nothing unnecessary.
That's the standard I hold my work to. Not "good enough for the brief"-but as good as I can make it with the time and resources available. Continuous refinement. Kaizen.
I'm self-taught, which means everything I know, I learned by doing. No shortcuts. No templates. Just accumulated craft from solving real problems for real clients.
Perth, Western Australia
Published Research
Co-author: Osteoarthritis eLearning Pathway
Contributing author on a peer-reviewed publication evaluating the ATLAS eLearning program for osteoarthritis management - training 2,400+ healthcare professionals across Australia.
Gray B, Kobayashi S, Bowden JL, et al. "Development and Evaluation of an Osteoarthritis E-Learning Pathway." Osteoarthritis and Cartilage, Vol. 33, Supplement S182, April 2025.
View in Osteoarthritis and CartilageWhat I do
Different disciplines. One approach.
Every project gets the same strategic thinking: design built on understanding how people actually process, decide, and act.
Brand Strategy & Identity
I help businesses figure out who they are and how to show it. Positioning, visual identity, brand guidelines, and voice guides – the strategic foundation that makes everything else consistent.
Get in toucheLearning Development
Training that changes behaviour, not just ticks boxes. Interactive, evidence-based learning built with Articulate. Completion rates that matter.
Get in touchWeb Development
Fast, focused websites that convert visitors into customers. I structure every page like a learning experience: guiding attention, making the next step obvious.
Get in touchGraphic Design
Visual assets that earn attention and communicate clearly. Every element considered, every choice intentional. No decoration for decoration's sake.
Get in touchPresentation Design
Send me your existing deck and I'll transform it. Pitch decks, board reports, conference talks - slides that support the message instead of burying it.
Get in touchThe kit I use
Philosophy
How I think
Influenced by Japanese design philosophy. Every decision intentional. Nothing unnecessary.
Kanso - Simplicity
Eliminate the unnecessary. If it doesn't serve a purpose, it doesn't belong. Every element earns its place.
Evidence over opinion
Every design decision has a reason. I research, test, and measure. Not "I thought it looked nice"-defensible choices.
Behaviour, not just attention
Looking good is the minimum. I design for what happens next. Did the person do something different? That's the metric.
Kaizen - Continuous refinement
Good enough isn't. Every project is an opportunity to improve the craft. Always learning, always refining.
Ready to start?
Let's make something work
Tell me what you're working on. I'll respond within 48 hours with initial thoughts and next steps.