Average CTR
3 featured video projects
Start a project Independent digital designer · Available for select projects
Design is subjective
Performance is measurable
Let the KPIs speak for my work
Average engaged views
2 projects with comparable data
Channel views
Reported audience reach
Selected case studies
Design · content · platforms
Averages use comparable published metrics from the selected projects shown below · Channel views is presented as a reported total
Editorial responseBreaking-news design
A simple message
Immediate impact
In a moment of national tragedy, the front page needed to communicate the gravity of the situation with sensitivity and clarity. One powerful image, a restrained palette and an uncompromising headline created an immediate emotional and informational hierarchy—without overwhelming the reader.
1.5 seconds to earn attentionFewer words · One image that speaks volumes
Reader-response test1.5-second exposure
Recognised the key message
Identified The New Zealand Herald
Identified the intended reading path
Sensitive editorial judgment · Clear hierarchy · Immediate understanding
Reader-response figures supplied by the designer. Front page shown for portfolio documentation; publication and photographic rights remain with their respective owners.
Historical contextBeyond aestheticsGraphic design isn’t decoration
Graphic design isn’t decoration
It’s an objective made visible
The strongest work directs attention, clarifies meaning and moves people toward action—often before they consciously notice why
Digital capability systemFrom first frame
From first frame
to live experience
I combine design, development, platform management and performance insights to take digital experiences from concept to measurable growth
- 01
Design
- Figma
- UX systems
- Prototyping
- 02
Build
- HTML · CSS
- JavaScript
- Responsive development
- 03
Platforms
- Shopify
- Squarespace
- WordPress
- 04
Manage
- CMS management
- CRM management
- Content updates
- 05
Grow
- Google Analytics
- Meta Ads
- Google Ads
- Campaign optimisation
01Selected outcomes
Work that earns
attention
From the first impression to the final frame
01Educational
Breastfeeding pain? Your latch might be the problem
Project informationStrategy · process · results
An educational video explaining how positioning and attachment can contribute to breastfeeding pain, with practical latch guidance designed to make feeding more comfortable.
CTR7%
VIEWS232K
THUMBNAIL IMPRESSIONS1.8M
ENGAGED VIEWS101.2K
02Instructional Design
How to use the Haakaa Gen 2 and save leaked milk
Project informationStrategy · process · results
A clear product walkthrough showing how to position and use the Haakaa Gen 2 to collect leaked milk comfortably, simply, and without adding extra effort to a feeding routine.
CTR6.7%
VIEWS83K
THUMBNAIL IMPRESSIONS988.9K
ENGAGED VIEWS66.4K
03Storytelling Design
Life after breast cancer | Sue’s inspiring journey
Project informationStrategy · process · results
A survivor-led story moving from fear and family motivation to seven years cancer-free, ending with encouragement for people in treatment and an urgent reminder that routine screening can save lives.
CTR7.1%
AVG. VIEW8:16
CHANNEL VIEWS3.9M
Narrative edit map8 key moments
01The relatable hook
Story element
Sue emphasizes that breast cancer can happen to anyone—a mother, sister, friend, or neighbor.
Editing idea
Use this as a cold open or title-card sequence to establish universal empathy before entering her personal story.
02Treatment and lingering trauma
Story element
Sue recalls surgery followed by six weeks of radiation, and how the emotional impact returns every October.
Editing idea
Shift the pacing, introduce reflective B-roll, and use restrained on-screen text to show the reality of long-term recovery.
03Confronting mortality
Story element
She describes the raw fear and uncertainty she felt when she initially believed cancer meant death.
Editing idea
Cut closer to her expressions, reduce the music, and let quiet pauses carry the emotional weight.
04Her motivation: family
Story element
Her greatest fear was leaving her family behind, which became the motivation to fight and survive.
Editing idea
Frame this as the emotional turning point, supported by warm family imagery and a restrained music lift.
05Seven years clear
Story element
Sue celebrates reaching seven years cancer-free while acknowledging the tension of ongoing annual screenings.
Editing idea
Balance celebration with the continuing reality of survivorship and follow-up care.
06Words of encouragement
Story element
She reassures people in treatment: “You will get through it,” and encourages them to accept help.
Editing idea
Shape this into a standalone short-form clip or a bold quote-card moment for social channels.
07A fresh start and purpose
Story element
Joining Haakaa around the time of her cancer-free diagnosis gave Sue a positive new focus.
Editing idea
Lift the visual tone with brighter grading and uplifting music to communicate renewal and purpose.
08The screening call to action
Story element
With no palpable lump or symptoms, Sue’s cancer was found early only because she attended a routine free mammogram.
Editing idea
End on this critical takeaway and clearly reinforce the importance of routine screening even when someone feels healthy.
- 01 · CustomerOrder placedCustomer enters the system
- 02 · StaffProcessingProduction receives the job
- 03 · StaffReadyOrder status is updated
- 04 · CustomerSMS sentPickup message is delivered
- 05 · SystemCompletedReal-time status updates automatically
04AI Process Automation
Dashly — from concept to automated platform
I developed Dashly from concept through to a live platform, applying UX theory and practical design experience to simplify repetitive business workflows. I shaped the product strategy, mapped the complete user journey, designed the interface and implemented the front end.
ROLEEND-TO-END UX
SYSTEMAI AUTOMATION
DELIVERYLIVE PLATFORM
Production infrastructure
Open in Figma Explore the system behind Dashly
Explore interactive board AI systems · automation · creative production
I turn AI into practical business solutions
I combine creative thinking with hands-on AI experimentation to build smarter workflows, improve customer experiences, and bring ideas to life—from automation and chatbot concepts to content and campaign production
01 · Opportunity designCoffee shops · 00:34
02 · Workflow automationTakeaways · 00:27
03 · Customer experienceBakery · 00:25
04 · Logistics visibilityForex UMAC · 00:28
05 · AI content workflowSocial Automator
05CMS Design & API Integration
Humanised Mind — connecting content, services and commerce
I designed the CMS experience and integrated the platform APIs that power Humanised Mind’s service catalogue. The work connects editable content with domains, hosting, email, security and marketing products in a consistent customer journey.
PLATFORMCMS DESIGN
SYSTEMAPI INTEGRATION
DELIVERYLIVE COMMERCE
06Print Typography Design · User-First Design Principles
Barnardos Annual Reports
Clear reporting through human-centred design.
CRAFTPRINT TYPOGRAPHY
PRINCIPLEUSER-FIRST
DELIVERYTWO EDITIONS
07Print Campaign Design · Audience-Led Communication
Barnardos Early Learning — Hastings enrolment flyer
A two-sided print flyer designed to help local mothers and caregivers quickly understand the value of early learning. The bright, reassuring visual language balances child-led energy with practical enrolment information, creating a clear path from first impression to contact.
TARGET AUDIENCEMUMS + CAREGIVERS · CHILDREN AGED 0–3
FORMATTWO-SIDED FLYER
FOCUSLOCAL ENROLMENT
Regional rollout
One visual system, adapted for local communities
Location-led photography and centre-specific information create relevance while a shared colour, illustration and typography system keeps the campaign recognisably Barnardos
01Māngere
02Manurewa
02Not decoration
The approach
Not decoration
Direction
01
Digital design systems
Distinct visual languages built to stay recognizable across every screen and campaign.
02
Story-led creative direction
Narrative structures that give every layout, frame, and decision a reason to exist.
03
YouTube packaging
Thumbnail and title systems designed around curiosity, clarity, and audience behavior.
04
Performance iteration
Creative variants shaped by analytics, retention signals, and what viewers actually choose.