The Australian Brandenburg Orchestra exists to reward curiosity for Baroque in new audiences of all generations. 

With its signature fusion of classical and contemporary style, the ABO presents thrilling ways to engage with the Baroque. From a male Soprano who will dazzle you with energy and colour; to the Brandenburg soloists showcasing their virtuosity; to the ever-profound depths and heights of the Brandenburg Choir: the ABO’s annual concert series always promise a powerful and moving journey through Baroque.

I have had the esteemed opportunity to support the Australian Brandenburg Orchestra to usher in two exciting annual programs, with its latest season reflecting on the theme of 'Life'—a concept both vast and intimately personal.

In collaboration with creative visual branding powerhouse COLLIDER, the 2025 season campaign celebrated the fearlessness of living out loud; marvelled at the capacity of the human body and mind, and celebrated the life-giving essence of water.

I am thankful for the orchestra’s passion and enthusiasm for our continued collaboration as we explore life’s profound themes through the universal language of music.

With a prolific maturing business operating outlets worldwide, Gelatissimo engaged the Houston team with the shared understanding of brand as so much more than a logo.

As such, Houston challenged me as a writer to use the Gelatissimo rebrand as a platform to establish a clear articulation of who Gelatissimo is, what they say, and how they say it; allowing Gelatissimo’s customers, partners, community and staff to engage with the brand’s core offer and range; and strengthen the its reputation - redefining Gelatissimo’s purpose and role, enabling others to tell their story.

Houston’s new Gelatissimo brand expression was a celebration of flavour and fun. The brand positioning ‘Flavour Obsessed’ supported by voice pillars ‘Spark all the Senses’, ‘Surprise and Delight’ and ‘Leave a Good Aftertaste’ established a rich and enticing creative territory for my writing to celebrate Gelatissimo’s sense of experimental innovation, decadence and freshness in a fun and engaging way – determined to delight gelato lovers all over the world!

What is the ultimate vision of success for the Great Barrier Reef Arena precinct?
What could it truly stand for, and represent?
Wht are we striving to create for this place?

“TO INSPIRE GREATNESS”

Greatness in people, greatness in outcomes, greatness in impact.

With a shared understanding of the Great Barrier Reef Arena as a place to witness, inspire and strive for greatness, we positioned the brand a celebration of human potential: a place that believes in the best in people; a place to dare to be great, to dream big, and to set the benchmark for being our best, as an individual, a team, a community, a region.

It’s a place to teach Mackay’s kids the valuable lessons—to celebrate the wins, the losses, and the value of teamwork. It’s a place to cultivate small acts of ‘everyday greatness’ such as being of service to others, sportsmanship and taking pride in one’s work.

A place to come together to celebrate, cheer, and bask in greatness beyond the limits of our imagination; a place that creates great outcomes, and in turn great impact.

Bringing the Great Barrier Reef Arena brand has been a humbling privilege. We look forward to seeing the GBRA inspire greatness for generations to come!

Nautilus Aviation is a privately owned and operated, proven helicopter specialist  and has grown to become one of Australia’s premier helicopter operators. Today its network of bases spans Cairns, Port Douglas, Townsville, Darwin, Kakadu (Jabiru), Nhulunbuy (Gove) and Torres Strait (Horn Island). 

Nautilus Aviation has built an outstanding reputation based on the quality and diversity of our fleet of helicopters its commitment to the safety of all passengers and personnel at all times.  

Our team had the distinct opportunity to deliver the company’s first major website evolution since the company’s inception; supporting the generation of commercial air work, pilot training and chartered flights all while working in partnership with a number of top tourism operators to deliver leisure experiences over some of the iconic natural landscapes of Northern Australia. 

The theme of Connectivity speaks to all aspects of the Blackstone Waterhouse Business; from drawing from a breadth of experience to pioneer fresh solutions, to building strength in partnerships and delivering seamless end-to-end service.

The Apex device is drawn from the distinctive 'A' of the brand's logotype and represents the moment of intersection between two points, bringing to life the brand's overarching proposition of 'Connectivity'.

To develop this theme, we applied ‘Connectivity’ as a core corridor for communications and stretch across applications:

Connecting integrated delivery with collaborative partnerships Connecting breadth of experience with agile thinking Connecting depth of experience with innovation
Connecting sharp focus with broad thinking
Connecting integrated delivery with strength of partnerships Connecting a drive for challenge with a proven track record

The brand was applied across signage, stationery and a refreshed corporate website.

Known for his architectural icons around the world including London’s ‘The Shard’ and the New York Times Building, Pritzker Prize-winning architect Renzo Piano has brought his vision to One Sydney Harbour. Renzo’s delicate and refined approach has led him to create a timeless and elegant new landmark celebrating the shimmering light and sparkling water that defines Sydney’s iconic landscape.

Renzo Piano’s design for Lendlease' One Sydney Harbour’s facade applies a number of unique treatments to emulate the facets of a crystal. With each tower portraying a different level of reflectivity at different times of the day, the towers respond to one another playfully bouncing and refracting the cystalline colours of Sydney’s sky and harbour.

To live in One Sydney Harbour is to experience living in the air, in light; a feeling of being suspended between the water and the sky, so the identity expresses this balance of nature.

Houston collaborated with renowned photographers, Bartolomeo Celestino and Saskia Wilson, and myself as copywriter to capture the essence of the structure’s natural surroundings and luxurious interior details.

Houston’s One Sydney Harbour brochure succeeded in reflecting an ultra-premium offer befitting the most expensive and prestigious apartment stock to transact in the southern hemisphere.

The DX Solutions brand identity, website and marketing services was all about changing the conversation around DX’s outdated ‘Bodyshop’ reputation to that of Australia’s leading ICT/QA service provider: solving problems, providing solutions and managing outcomes.

To reposition DX Solutions as the enterprise with the reputation agility, dynamism and expertise we have earned and deserve, DX engaged Ingrid and her creative team to collaboratively shape the DX identity.

Over the course of a year we reviewed and considered various logos until we found our fit, and landed
on the brand vision that could truly support the repositioning of DX as the major player with the technical strength, depth and determination to back it up.

“What we recognised most in our immersion across the DX business was not only the technical aspects of the DX delivery, but the level of service, teamwork and humanity that exists across the team. In addition to creating an identity that galvanised DX’s technical strengths, our goal is to establish the mechanisms to thread through the people and stories that truly makes DX what it is.”

– Ingrid Vickery, Brand Developer.

The new-look DX logo was all about shaking off the tired, bland, non-descript DX of the past to step into the future with a renewed sense of energy, dynamism and purpose.

The new DX logo was crafted to capture the essence of future-forward innovation, agility, speed and efficiency to visually represent the team’s strengths as a business, and to remind them every day of who they are, and what they can be.

When the opportunity to be part of the launch of Bondi Beach’s first dedicated toy store presents, you don’t walk. You don’t run. You bounce into action. And that’s exactly the kind of energy this brand positioning, identity and retail store signage project demanded and deserved.

Founded by local mum and full-time legend Monique Svenson, Young Bondi is a place that ignites the senses of anyone at any age. Just try to walk past a bowl of wriggling silicone fidget spaghetti without giving it a cheeky squeeze.

Brimming with products sourced from a range of like-minded small businesses and producers, you will find treasures, games, beachwear, books and activities you won’t find anywhere else with passionate staff to guide you through buying just the perfect gift or treat. And that’s what makes it great!

FM Farm is a comprehensive end-to-end job management solution created right here in Australia. At its core, FM Farm empowers businesses to streamline facilities management operations, improve compliance, and elevate service quality—a game-changer for anyone in maintenance, cleaning, security, or any other Soft FM sector.

As the digital design agency entrusted with this project, our mission was to design digital branding applied to an intuitive user interface (UI) and user experience (UX) that would seamlessly integrate all facets of FM Farm’s operations. Additionally, we were responsible for developing key messaging that would effectively communicate the platform's value to its users.​

Challenges

Complex Workflows: FM Farm’s features encompassed various tasks, including quoting, booking, and briefing for trades and maintenance. Simplifying these complex workflows into a cohesive digital experience was paramount.​

Diverse User Base: The platform needed to cater to managers, subcontractors, and Facility Manager clients, each with distinct needs and technical proficiencies.​

Brand Consistency: Ensuring that the platform's design and messaging aligned by a cohesive and engaging brand identity was crucial for user adoption and trust.​

Process

Discovery and Research: We conducted in-depth sessions with Service Farm’s stakeholders to understand their operational challenges and objectives. This collaborative approach allowed us to gain insights into user personas and their specific requirements.​

Design and Prototyping: Leveraging the insights gathered, we developed wireframes and interactive prototypes focusing on:​

Intuitive Navigation: Ensuring users could effortlessly access and manage various functions.​

Responsive Design: Creating a consistent experience across devices, recognising the mobile nature of many users' roles.​

Visual Hierarchy: Highlighting critical information and actions to streamline task completion.​

Messaging Development: Collaborating with FM Farm’s operational team, we crafted key messages that emphasised FM Farm's benefits, such as:​

"Streamline Your Operations: From Quoting to Completion."​

"Empower Your Team with Seamless Coordination."​

"Reduce Paperwork, Enhance Productivity."​

User Testing and Iteration: We conducted usability tests with representatives from each user group, gathering feedback to refine the UI/UX and messaging, ensuring alignment with user expectations and needs.​

Results

The collaboration resulted in the successful launch of FM Farm, which delivered:​

Operational Efficiency: Managers reported significant time savings, allowing for increased on-site visits and enhanced client engagement.​

User Adoption: The intuitive design led to quick adoption across all user groups, minimising the learning curve.​

Brand Reinforcement: Consistent messaging and design reinforced Famaso's professional image in the market.​

Client Testimonial

"FM Farm helps us work smarter, continually improving and executing tasks in the best way possible."​

— Bryn Jones, National Operations Manager, Famaso

Conclusion

This project exemplifies the impact of user-centered design and strategic messaging in transforming complex operations into streamlined digital solutions. By deeply understanding the client's needs and maintaining a collaborative approach, we supported the delivery of a platform that not only met but exceeded expectations.

I have been lucky to share The Ville’s transformation from local gaming venue to award-winning regional hospitality and tourism destination, for over 5 years.

Alongside the evolution of the brand, experience, facilities and venue offering has been a staged digital upgrade designed to angage and resonate with locals, instate visitors and international travellers alike, positioning the resort as Townsville’s gateway to the best offer of the region.

My scope has included digital experience, design and content for desktop and mobile website, smartphone app and pre-arrival edm suite.

Hope Hospitality Foundation was born to spread hope. Having begun service during the uncertain and challenging months of 2020 following fires, floods and everything in between, Hope Hospitality Foundation launched to provide nutritious, wholesome meals to those who need it.

Founded by celebrity chef Neil Perry, Hope Hospitality Foundation draws from years of chef experience to prepare heart-warmingly delicious, nourishing meals for organisations on our social frontlines.

Houston’s copywriting brief was to support and propel the organisation’s ambitious mission with a brand to connect with partners, donors and diners, filling even more plates with quality meals for Australia’s most vulnerable people.

Inspiration from the organisation’s simple mission to ‘provide hope one dish at a time’ translated into a dynamic, energetic, positive, confident identity and tone of voice.

In the spirit of the organisation’s mission, every aspect of the brand’s messaging and documentation was a celebration of optimism and generosity through design, layout and messaging.

For 4 years’ running I have written, edited and interviewed for 'The Answer' Amber’s Bi Annual Journal, distributed nationally and published online via social channels. 

‘The Answer’ is a showcase of interior design, landscape design, and lifestyle inspiration and expert advice, to demonstrate the design possibilities of Amber Tiles’ extensive collection.

From luxe bathrooms to pools to outdoor entertaining and everything in between, ‘The Answer’ is so much more than a catalogue. It’s a keepsake broadsheet that offers the latest trends and inspiration, while demystifying all aspects of the home renovation process.

Tribe came to me as an independent contract brewery with a desire to take on the big players; the capability and scale to succeed; and the thirst to do it differently.

As such the Tribe brand needed a voice and an identity to tell its story, and engage independent artisan brewers and major corporates alike.

Our brief was to develop Tribe’s brand identity, tone of voice, brand blueprint, corporate sales presenter to authentically represent the team’s attitude and intent, while establishing scale and credibility with highly discerning and opposing audiences, while staying true to their core mission and beliefs.

To add texture and attitude to the brand, we developed a series of brand graphics produced in collaboration with internationally acclaimed illustrator for environmental fitout and branded merchandise.

Houston approached me as a writer to collaborate on developing the creative identity and leasing materials to support the commercial, retail and hotel requirements for the large-scale restoration of a series of iconic Oxford Street buildings ion one of Sydney’s most vibrant cultural pockets.

In collaboration with the Houston team we began ‘turning the volume back up’, amplifying the precinct’s energy through every expression of the brand identity. A loud and dynamic brand identity was built upon the theme of ‘contrast’ inspired by the diversity of the commercial studios’, retailers’ and bars’ future inhabitants, and the vibrancy of the people who fill the streets; reimagining Oxford Street’s legacy for a new creative generation.

The tone of voice supported the raw visual aesthetic, creating a platform to showcase individual creativity and group collaboration, capturing the cultural diversity of the area—a place where all are welcome to thrive, explore and create.

The campaign came to life across a range of applications, including a hero teaser film, website, commercial and retail leasing brochure, and design of the display suite, where the brand amplified as hero graphics, neon signs, oversized artboards and large graphic typography, transforming an existing Foley Street retail tenancy into an immersive interactive experience to engage and attract Sydney’s best and brightest commercial and retail tenants.

Multi-restaurant and function venue operator Grand Pacific Group engaged Toohey Creative to launch the Yes Chef! brand in record time, to create a home dining solution in response to rapidly implemented home isolation regulations. To answer the need of Sydney couples and families seeking home delivered meals, Yes Chef! redeployed its kitchen talent to create a range of premium ‘heat and eat’ signature dishes and family favourites; providing comfort, convenience and just a little decadence during unprecedently challenging times.

The positive, personality-fuelled brand identity comprised of an oversized logo mark, a warming and appetite-inducing colour palette of chilli red and deep aubergine supported by a vintage illustration style for added charm.

Using a vintage-inspired typeface Ivar Display Condensed Extra Bold complements creates a homely yet sophisticated reaction to the premium product line. A vibrant colour palette and quirky tone of voice ensures cut-through via social media, digital marketing and packaging collateral alike.

Poster copywriting and design concept.

Brand repositioning, creative strategy, design direction, website refresh, content review, update and rollout to all existing trade and consumer marketing collateral.

www.orpheus.com.au

Brand identity, website design and communications for Sydney’s premier couture and luxury fashion rental platform.

- Brand strategy
- Copywriting
- Brand vision and creative development
- Brand custodianship and oversee
- Website and social media content strategy (in development)