Tornn Studio, Christchurch (2026)

02/08/2026

Me and my little mate in Friends with August 💜💙♥️💚🤎

How cool seeing my work in the flesh and having my boy wear it!

31/07/2026

So much goes on behind the scenes that never makes the light of day. This is one concept that didn’t go ahead but I still love. And in neutral tones too!

30/07/2026

When some projects align, they really align.
carry by mom store. is most certainly one of them.

Anna Mom Store came to me when I was 11 months postpartum myself with - Carry. Created by mums for mums. It was incredibly well thought out (which makes my job much easier, trust me), and because I was living this season myself, it hit home.

At its core, Carry exists to support new and expectant parents through the fog and overwhelm of pregnancy, postpartum and parenthood. Because when everyone wants to carry the baby, who carries the mum?

Through products that offer foolproof, straight-up solutions without the fluff. Encouraging real, raw and honest conversations, Carry creates connection through the shared experience of pregnancy, postpartum and parenthood. The goal is to build a community -one that carries and supports them through this season of life.

Every design decision was intentional, translating Carry’s mission into a visual identity that feels just as supportive as the brand itself.

The logo quietly nods to that feeling of support, with the leaning r. Alongside it, the brandmark symbolises the act of carrying, often holding the messaging throughout.

Strong yet feminine, the lilac and lemon colour palette stands out from what’s currently in the market. Different shades create versatility, depth, meaning and even subcategories across the brand.

The words and phrases woven throughout the brand help tell the story of Carry, creating connection and bringing its purpose to life.

A mix of soft and bold typography, varying weights, and a handwritten secondary font speak to the nature of motherhood.

Illustrations celebrate real women through pregnancy and postpartum, embracing curves and the so-called “imperfections” that tell their story. Photography captures every side of this season of life - grainy, imperfect and real. The kind of imagery you can see yourself in.

This is why I love branding and design for that matter. It’s never just about creating something beautiful. It’s about uncovering the meaning underneath and turning it into something people genuinely connect with. Something that leaves them feeling seen and understood.