I've worked as a freelance graphic designer on-and-off since I first started in design in 2012 and have worked on a variety of projects that have featured UX consulting, ideation, web design, print work, logos, branding and more.

In 2017, a couple of musician friends and I started Red Earth, a live music events management company that looks at curating tasteful and inclusive live music events at venues around Sydney. Since then we have held over 20 events and have expanded our services to content creation for artists, promoting and recording live shows, leading us to expand our brand to Red Earth Records, a 21st century take on the record label model that gives artists the  record services; music distribution, branding and marketing content, recording services,  promotion and of course events management. However artists are not locked into contracts and bulk purchase these services via a business model more closely linked to a Netflix subscription. 

In 2015 I came up with an app concept that would help university students meet with each other, I then pitched this app to a developer friend of mine and the two of us conducted user research and fleshed out the concept before applying to Sydney University’s Incubate program. We were accepted into the summer class of 2015 and it was due to the guidance and training we received there that we decided to pivot into corporate-sphere, devising an AI chatbot (that meant my skills as a graphic designer had to pivot to conversational design) that finds the best time for two or more employees to hold a meeting, cutting out the mindless back and forth of messages due to inevitable scheduling complications that are compounded in the workplace by time zones, meetings and work itself. Unfortunately since the required skill set to develop this service had dramatically increased due to the complicated nature of AI and the lack of accessible AI libraries in 2015, compounded by the fact our service was multi-platform and the platforms we were developing wouldn’t release SDKs for chatbots until years later if ever. We employed an AI specialist to work alongside us but ultimately the aforementioned complications caught up with us and the startup was no longer financially viable so my co-founder and I went on to pursue other projects. 

After attending countless gigs I began writing reviews despite having nowhere to publish them besides the quarterly Red Earth magazine, Prairie. As luck would have it shortly after I started writing opportunity came knocking and work got around that I had been writing and I was asked by a friend of a friend of mine if I could cover for her at a show at the metro. Since then I’ve had the honor of interviewing some of my personal heroes such as Jay Watson of Tame Impala, Pond and GUM, Kram from SpiderBait and Jack McEwan from the Psychedelic Porn Crumpets. It’s also given me an invaluable inside look at the media, marketing and management in the music industry.

In 2017 a group of students and I founded SUEDE (Sydney University Experience Designers), elected by my peers in three consecutive terms I served as the industry director. I secured numerous sponsorships and industry events including with Atlassian, IBMx, EY and more for ‘Career aid with SUEDE’, a recurring on-campus networking and workshopping event I created as endeavor to bridge the gap between the industry and the students. Each session aimed at supplementing the theoretical knowledge students are learning with an understanding of how it’s applied (or not applied) in the real world, each session is conducted industry professionals.