During my time at NZ Rockshop I was in charge of designing from concept to completion all the required promotional publications (see Rockshop Gear Magazine), advertisements and various in-store merchandise; managing and updating the e-commerce website with product images, news, blog posts, online promotions and advertisements; studio product photography for new products, special one-off instruments and other shots upon request; event photography for various sponsored events, manufacturer clinics and product demos.
While at NZ Rockshop I had plenty of opportunities to design for a large range of mediums including digital, print, signage, posters, magazines, t-shirts, bags and multiple store POS resources. My focus for all of these was to create strong and compelling identities for both the company and all of its promotions for NZ’s largest chain of professional musical instrument retailers with 23 stores nationwide.
This included a re-vamp of the Rockshop logo. The position of Graphic Designer was a newly created position when I first arrived and with the launch of their new website, they were in desperate need of a logo update. They didn't want a complete change to the logo so instead, I used the ideas of their existing logo to create something more polished.
I believe in the details. The unnoticed nuances. The subtle changes and the seamless transitions. The ones that tell stories, the ones that make you feel like you are there. And the power that they have to take you back in time or propel you into the future.
Originally from New Zealand, I’ve brought my passion for design and innovation to Toronto, where I push creative and technical boundaries. As a Senior Designer, I specialize in blending design, animation, and emerging technologies. My expertise spans UI/UX development, branding, digital and print media, and motion graphics, with a strong focus on interactive media. I’m passionate about merging classic design principles with modern technology to craft compelling and immersive visual experiences.