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.
At NZ Rockshop, I had the opportunity to design across a wide range of mediums, including digital, print, signage, posters, magazines, t-shirts, bags, and various in-store POS materials. My focus was on crafting strong, impactful identities for the company and its promotions, supporting NZ's largest chain of professional musical instrument retailers with 23 stores nationwide.
One of my key projects was a rebranding of the Rockshop logo. When I joined as the newly created Graphic Designer, the company was preparing to launch a new website and needed an updated logo. Rather than overhauling the logo completely, I refined and polished the existing design to create a more modern and cohesive look.
I help teams deliver high-impact digital work with clarity, speed, and precision. My focus is on turning complex ideas into well-executed design systems and experiences that perform in the real world.
I’m a Senior Designer and creative lead with 14+ years of experience across UI/UX, branding, motion, and digital production. I work end-to-end, from concept and direction through to final delivery, partnering closely with stakeholders, developers, and marketing teams to ensure work is both strategically sound and production-ready.
My strength is bridging design and execution. I bring a deep understanding of systems, responsive design, accessibility, and modern front-end workflows, allowing me to move quickly, reduce friction, and elevate the overall quality of a project.
Based in Montreal, I work with teams across North America as a reliable, senior-level partner who can step into projects, take ownership, and deliver with minimal oversight while maintaining a high standard of craft and consistency.
