THAT’S WHAT MAKES ME different.
MOST DESIGNERS CAN MAKE YOUR BRAND look good.
I'll TELL YOU WHY IT ISN’T WORKING IN THE first place.
From Fashion to Founder
I started in fashion as a graphic designer, in creative departments, learning how to make people move, click, buy, and care through design.
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Then came art direction. Full brand worlds. Campaign thinking. The kind of work where every single detail must earn its place.
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Over the next fifteen years, I held senior design roles at places like Canva, Sass & Bide, and Bailey Nelson, and delivered work for Universal Music, Merivale, and Zip Pay.
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That is where the rigour came from. The systems thinking. The standard of craft. The understanding that design is not decoration. It is a commercial asset.
The Part Job Titles Don't Teach You
Then I started my own businesses. The first showed me that beauty alone is not a business model. You can create something incredible and still undercharge for it if you do not understand your value.
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The second hit $250,000 in five months during the pandemic and proved what is possible when the offer lands. It also showed me how important it is to have foundations that can actually hold that kind of demand.
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The third was profitable, values-led, and closed on purpose. I chose the brand's integrity over chasing someone else’s idea of growth.
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Heaps Nice is where all of that lives now. Big brand training, founder experience, and a very clear view of what happens when your brand finally matches the level you are actually playing at.
What This Means For You
When you sit across from me and tell me what you have built, I am not thinking about colours and fonts.
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I am listening for the offer, the value, the level you are really operating at, and the gap between that and what people currently see.
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I am here to close that gap.
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You do not need another moodboard. You need a brand that holds the weight of your work, speaks directly to the right people, and makes it very clear you are not the cheap option or the safe middle.
That is the work I care about.
Solar-powered Leo. Disco devotee. Strong iced latte, always. Emotional support crew: Lenny, the overly dramatic dachshund, and Jagger, the sweetest rescue cat. Knitter. Born and raised in Sydney, Australia. Cannot be trusted around a block of chocolate. Incapable of doing anything the expected way.
