NZ Hops is a cooperative of master growers from the Nelson region, with over 150 years of experience. They needed a brand identity to reinforce their rightful position as innovative industry leaders.

Our eyes turned to the bract. It’s the part of a hop that acts as a shield by interlocking with other bracts, protecting the aromatic magic beneath the shell.

Triumph & Disaster
Creative / Packaging Design / Art Direction / Photography / New Product Development
Auckland, New Zealand / 2016-2018

“To use the best of science combined with the best of nature to produce naturally derived but scientifically engineered products that work”. The main goal in this role at Triumph and Disaster was to apply this philosophy throughout every design deliverable that was needed. A wide range of services were executed throughout — From conceptualisation and developing new product packaging, designing trade show set-ups, creating digital and print marketing deliverables, and art directing seasonal / product photoshoots.

Credit: Dion Nash (Founder), Reece Young (Operations), Kelvin Soh (Creative Designer, Brand Developer), Kevin Emirali (Photography), Mareea Vegas (Campaign Photography)
 

Steens Honey / Think Packaging
Art Direction / 2019

Manuka flowers only open for a few short weeks of the year, and if conditions are just right, bees are able to harvest the nectar to make honey. 27+ UMF is one of the highest grades of Manuka honey, and limited amounts are available annually. Steens’ have developed their unique WholeComb extraction method to ensure more of the health benefits of the honey remain, which are generally lost through commercial honey pasteurizing and filtration techniques. With such a special release, the product needed an equally special and bespoke piece of packaging.

Credit: Matt Bogust (Packaging Design), Steens Honey, David Truebridge, Wrapology (Production), Kevin Emirali (Photography),

Cook & Nelson - Hampers Redefined
Art Direction
Auckland, New Zealand / 2016-2018

The Cook & Nelson hamper is every bit as beautiful and intriguing as the products it holds. Within the bold, cubed, blue box, you’ll find a bespoke collection of individually crafted packages. My job was to art direct a shoot to showcase the the diversity of the products, but the unity of the design all while showcasing the new definition of hampers.

Credit: Becs & Nick (Cook & Nelson Founders), Mat Bogust (Think™ Packaging, Packaging engineer), Butcher & Butcher (All graphic design, flag concept development & illustration), Kevin Emirali (Photography)

FRONTROW SUPPLY CO.
Garment Design / Photography / Branding / Creative Direction
Toulouse, France / 2017

Frontrow was a concept created in Toulouse, France. Inspired by the brutal force of Rugby, Frontrow keeps you fresh on and off the field. Fort Et Courageux — which in English means strong & courageous, we stand for being strong in the face of adversity. No matter who you are or where you’re from, always strive to be in the Frontrow. 

Credit: Doug Whitefield (Operations Manager), Census Johnston (Founder), Lance Savali (Model), Stade Toulousain, Clem P (Photography 17)

Petley
Branding / Studio Photography / Front-end Design
Auckland, New Zealand / 2018

Petley, sustainable tools for the home. Handmade in Auckland, New Zealand using recycled native timbers. My job was to create a Logo with supporting collateral that best represented her craft, whilst standing in a contemporary market. Website: https://www.petley.store/

Credit: Courtney Petley (Founder) Maddie Walker (Lifestyle Photography)

WORKING STYLE — AUTUMN/WINTER 2018
Art Direction
Auckland, New Zealand / 2014

Working Style’s Autumn Winter 2018 Collection strikes a softer chord with emphasis on muted colours, rythmic tactile textures and light constructions for layering. My job was to Art Direct the shoot on an eccentric property based in Herne Bay, Mixing the Textures of the garments with the textures within the home allowed the balanced mix of nonchalance and composure that lets you adapt this collection to whatever situation life throws your way.

Credit: Mark Smith (Photography), Paige McElroy (Producer), Karl Clausen (Creative Director), Petrice Rhodes (Retouching), Lisa Matson (Hair & Make-up)

SAMSUNG J5-J7
Theme Design / Illustration / Iconography / Packaging Design
Auckland, New Zealand / 2017

I was commissioned to Design & illustrate elements for the Samsung J5 and J7 models. This Phone is to be released in the Pacific Islands. The challenge was to create something that could resonate throughout the Pacific without favouring one particular culture.

Credit: Republik Agency, Samsung

HUFFER
Graphic Design / Art Direction
Auckland, New Zealand / 2013-15

Design and over look Huffer's print & online media - collateral includes: Creating garment prints / Garment Specs / Look books for seasonal ranges / Special jobs / VIP Invites / In store Imagery & Layout / Store-front window decals / Press release packages / Brand Stationary / EDM’s / Proposal Designs & Online Store maintenance

Credit:
Aimee Mcfarlane (Womenswear designer) / Ana Vemic (Womenswear designer) / Samuel Huntington (Menswear designer) / Sam Hickey (Head of Design) / Ken Griffen (Art Director) / Steve Dunstan (Company Director) / Kevin Rosales (Graphic Designer) / Jeremy Turner (Graphic Designer) / Adam Bryce (Photography)

Illustration
Journal
2015

A collection of illustrations from 09-15

ABC MMXII —  AUTUMN 2015
Apparel Prints / Publication Design
Auckland, New Zealand / 2015

ABC MMXII Clothing and Apparel is made to withstand the hustle of everyday life and look good while doing it. Skate Influenced streetwear built for modern sub-urban environment. ABC MMXII - Built for living.

This project involved designing apparel prints and the main look book - that would be the main selling piece to present the Autumn 2015 range. 

This print story revolves around the idea of 'Back the the Future' which was a play on "you must look forward to respect your past"
This is achieved through the specific type placements and colorways used. Subliminal imagery has also been explored through the main logo transforming into ABC’s significant number - 13. This creates a consistent visual towards the print range as it explores and the strengthens the brand’s identity. 

Credit: Dylan Butt (Lead Menswear Designer) / Joe Hockley 

aim —  SPRING/SUMMER 15
Typography / Publication Design
Auckland, New Zealand / 2015

ssalltt was required to design a look book for aim ss15, Along with Image manipulation & liaising with the printers to ensure the highest quality. This publication was later used to sell the garments to wholesale accounts and would be used in stores for customers. aim is a high end women's wear brand which needed to create a a typographic hierarchy system that would help portray the brands aesthetic. 

Credit: Aimee McFarlane (Lead Womenswear Designer) / Adam Bryce (Photography) http://www.adam-bryce.com/  / Alys Labrys (Model)

Asset Factory
Branding
Auckland, New Zealand / 2018

Asset Factory's pioneering automated smart studio puts you back in the director's chair. With a unique technology that allows clients to have 400% faster photography - while maintaining quality. My job was to create a brand that represents an innovative business. Asset Factory is a ‘canvas’ that allows the customer to use the studios market leading technology as a tool for their creative ideas.

Credit: Asset Factory, Kevin Emirali (Photography)