I've always been drawn to art (see what I did there). Ever since I can remember, I have loved to draw; it runs in the family. Art was always my favourite subject at school, and when it came time to join the workforce, my first position was as a fashion design apprentice. From there, I fell in love with the idea of becoming a graphic designer, influenced strongly by an uncle who had a graphic design studio.

My journey into graphic design really began when I attended a short course in commercial art (that's what it was called back in the day, and no computers either, all by hand!). I spent a few years on sabbatical in administration before being called back to my passion and completing a graphic design diploma, with computers! Remember the iMac G3!

I then took my newfound, yet green, knowledge overseas, where I had the opportunity to work with some incredible companies, and realised I had a knack for translating complex information into simple, impactful visuals. There was something magical about taking someone's concept and transforming it into something tangible. That "aha" moment when a client sees their vision come to life - that's when I knew I had found my dream vocation. What once started as a creative outlet has eventually evolved into Zone Graphics, where I get to help businesses showcase their expertise every day.

My design aesthetic balances clean, modern professionalism with warmth and approachability, much like the turquoise and gold tones in my branding. I believe effective design doesn't need to shout to be heard; it needs to resonate. I focus on creating visual communications with impact that speak directly to my clients' target audiences.

My style is purposeful rather than decorative; every element serves a specific purpose. I'm particularly drawn to designs that feel both contemporary and timeless, with a touch of personality that makes them memorable. You'll notice I often incorporate breathing space in my work, allowing key messages to stand out rather than competing for attention.

Ultimately, my aesthetic is driven by my tagline, "Smart design is smart business!" Visuals should not just look good; they should work hard for your brand.

I see design as a partnership rather than a battle between client needs and creative vision. I believe my philosophy captures this perfectly: "My expertise is to showcase yours." I bring my design expertise to the table, recognising that you're the expert in your business. The magic happens when these perspectives merge.

I start by listening carefully to understand your business objectives, audience, and preferences. This foundation ensures my creative solutions are always anchored in your needs rather than my personal expression. At the same time, I'm not afraid to offer alternative approaches when I believe they'll better serve your goals. This approach helps build trust and often leads to solutions that exceed what either of us might have envisioned alone.

Ultimately, I measure the success not by how creative a design is, but by how effectively it works for your business.

Many people don't realise that great design is more about listening than drawing. There's a common misconception that designers simply sit down and start creating based on artistic inspiration. In reality, the most important part of my process happens before I even open my design software - it's the careful listening, questioning, and research that allows me to truly understand what a client needs.

Another misunderstanding is that design is subjective, simply a matter of personal taste. While aesthetics certainly play a role, effective design is quite objective in its goals: Does it communicate the right message? Does it resonate with the target audience? Does it prompt the desired action? These are the measurable outcomes.

Apart from studies in design, film, writing, and office management, my forte lies in delivering practical, innovative design solutions tailored specifically to the unique needs of your business. I don't believe in the one-size-fits-all approach; your business deserves custom solutions that reflect your unique identity and goals.

Throughout my 25-year career, my design journey has taken me through businesses of all sizes, from SMEs to global enterprises. I have had the privilege of working with many industries, each experience adding new dimensions to my creative toolkit, allowing me to refine my core design skills across multiple platforms and bring a wealth of knowledge and adaptability to every project.

To give you a clearer picture, here's a brief overview of some industries I have worked with: technical associations, certification bodies, maritime resource management groups, government departments, regional news organisations, design studios, investment and regional banking institutions, management consulting firms, and the medical and health industry; all organisations where professionalism, precision, and compliance are paramount and non-negotiable.

I find endless inspiration in the work of talented creators across all disciplines. There are so many creative and talented people out there that it blows my mind! When it comes to graphic design, I love the earlier designers from the 1920s on. They really explored, and their art was expressive, engaging, at times confronting, yet clean and simple. Now that's hard to do!

If I were going to draw on a name, one would be Herb Lubalin, known for his incredible typography, amongst other things. One font he created was ITC Avant Garde – now that's no wallflower!

I'm incredibly lucky to come from an extremely creative family, so that's local inspiration right there. I would do a shoutout, but they are all rather humble… (watch my blog space). Nature also plays a huge role in my inspiration; I think that's all part of being a Kiwi.

Influence is many things. I could be influenced by architecture, vehicles, interiors, paintings, installations, landscaping, cooking, movies, photography, or the individual markings on a dog, you name it… It's all influence and art to me.