That’s my design tenet. It isn’t always easy to achieve though.

I’m a designer who is passionate about usability and communication, currently living, studying and working in Brisbane, Australia.


In 2011 I felt the lack of a decent non-dairy pizza cheese in Australia, so I created my own. I developed a business, marketing strategy and designed the packaging and communication. It was launched in 2012 and immediately revolutionised the category.

Design Work

Since 2008 I have helped several businesses with planning and design, most recently children's entertainer Renata Jayne for who I created marketing and publishing strategy to ease her out of performing and into authorship. I also redesigned her website and assisted in publishing her music and books.