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 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.