I specialise in packaging design that blends strong visual identity with practical retail ready execution. My work spans commercial projects and university development, each reinforcing my interest in how packaging can communicate a story, elevate a product, and create a seamless user experience.

At Top Rope Collectibles, I lead a small design team as the head of design, guiding the visual direction of both artwork and packaging. I bridge creative concept and practical production, sourcing accurate references, giving structured design feedback, and developing logos or visual elements where source material is limited. I also create marketing assets for social media and retail displays, and develop mock up packaging for potential collaborations with wrestlers and partner brands. A key part of my role is ensuring all intellectual property is respected and protected, allowing the team to innovate within clear professional boundaries. This work has strengthened my ability to shape packaging from initial concept through to a cohesive, shelf ready product.

For my Renu university project, I developed packaging aimed at a surf inspired, health driven consumer market. The direction was intentionally retail focused, using clean and approachable branding with subtle coastal cues to reflect the product’s connection to water while maintaining a medical level of trust. Although packaging was not the primary focus of the project, the outcome was designed to sit comfortably in both pharmacy and lifestyle retail environments, communicating clarity, confidence, and ease of use. This experience reinforced my understanding of how packaging tone, graphics, and structure can shift perception and improve user trust, especially for health and wellbeing products.