✦ LMD
Download Resume Say hi

Selected Work

Portfolio

Brand, campaign and digital work, organised by project.

01

Freelance · Sphere Agency · 2021

OMI

Brand Identity · Packaging · Campaign

Client

OMI — Japanese fast-casual restaurant

Role

Brand campaign and social content design

Challenge

Launch a Japanese fast-casual concept that stood out from a market of minimal, dark-toned Japanese restaurant branding — legible and appetising at food-court speed.

Approach

Built the brand around a “Japanese Done Different” line, a friendly character illustration system and a confident pink-forward palette, carried through packaging, signage and campaign content.

OMI branded paper cups — wordmark and illustration system applied to packaging
OMI wordmark and brand identity OMI campaign postcards, Japanese Done Different
OMI character illustration system OMI food photography — tempura rice bowl

02

Freelance · Sphere Agency · 2021

Melbourne Coffee Co.

Brand Identity · Packaging · Environmental

Client

Melbourne Coffee Co. — tram-based coffee cart concept

Role

Brand campaign and social content design

Challenge

Make a new coffee brand feel distinctly Melbourne, without leaning on the usual laneway-coffee visual clichés.

Approach

Built a retro identity around Melbourne’s own tram network, carried across packaging, a converted tram coffee cart, and lifestyle photography that puts the brand into the city itself.

Melbourne Coffee Co. branded tram, front elevation — the idea in one image
Melbourne Coffee Co. wordmark and brand identity Melbourne Coffee Co. coffee bag packaging
Melbourne Coffee Co. tram cart, street application Melbourne Coffee Co. cafe interior photography

03

In-house · Insureware · 2014–2026

Insureware / ICRFS™

Brand · Campaign · Digital · Print · B2B

Client

Insureware — specialist enterprise risk software for P&C insurers

Role

Graphic & Web Designer — in-house. Owned visual design across brand, campaign, digital and print.

Challenge

ICRFS™ models something insurers can’t easily see — long-tail liability risk sitting beneath a company’s visible numbers.

Approach

Owned the visual language end to end — evolving brand, campaign and digital presence together over more than a decade.

Insureware ICRFS iceberg risk campaign poster Insureware ICRFS Connect the Dots campaign poster Insureware ICRFS Advanced Intelligence campaign poster
Insureware corporate website homepage

Twelve years owning Insureware’s brand, campaign and digital presence as the company, product and market evolved — three campaign concepts built around the same core challenge, and a corporate website carrying the product story in plain, boardroom-ready language.

View case study →

04

Freelance · Sphere Agency · 2021

The Jerk

Brand Identity · Campaign · Hospitality

Client

The Jerk — Caribbean jerk chicken restaurant

Role

Brand campaign and social content design

Challenge

Give a jerk chicken restaurant a visual identity as bold and confident as the food, without tipping into tropical-restaurant cliché.

Approach

Built a colourful geometric pattern system, paired with a punchy “Get That Irie Feeling” brand voice, and carried it as one visual language across menu, food photography and campaign.

The Jerk campaign artwork — Get That Irie Feeling, pattern, type and colour system
The Jerk wordmark and brand identity The Jerk food photography — grilled chicken platter
The Jerk menu design, the pattern system applied The Jerk food photography — chicken salad bowl

05

In-house · New Zealand · 2013

Fashion Biz

Multi-brand Ecommerce · Digital · Print

Client

Fashion Biz — Biz Collection, Biz Corporates & Syzmik

Role

Graphic & web design across ecommerce, EDM and catalogue, NZ and Canada markets

Challenge

Design and maintain three distinct storefronts — everyday apparel, corporate workwear and hi-vis/industrial — sharing one underlying system, across multiple international markets.

Approach

Three brands. Multiple markets. One connected digital and print ecosystem — ecommerce homepages, EDM newsletters and catalogues, each tuned to its own audience within a shared framework.

Biz Corporates ecommerce homepage Biz Collection ecommerce homepage
Fashion Biz March 2013 EDM newsletter Syzmik ecommerce homepage

Shown as it was built, 2013 — kept here for the scale and breadth of what the role covered across three brands and international markets.

06

Freelance · Sphere Agency · 2021

Adriatic

Social · Campaign · Content

Adriatic furniture brand social media and digital campaign

Brand and digital campaign work for a furniture retailer — packaging an “exclusive, not expensive” positioning across social tiles and styled lifestyle photography.

07

Personal Project · 2023

Sound & Visual

Experimental Design · Art Direction

Sound and Visual Expo poster, subwoofer Sound and Visual Expo poster, vintage television

A self-directed pair of expo posters — bold gradient shapes and oversized type built around two different hero objects, unconstrained by a client brief.

Like what you see?

Let’s talk about your next project.

About me Get in touch