purposeful design
Designing at the Intersection
of Logic & Imagination
I care about the why
as much as the what
I'm a designer based in Sydney with 4+ years of agency experience, working across web design, UI systems, and brand. Lately I've been making a deliberate move into product design, and honestly it feels like where I was always headed.
The thing I've found is that the skills transfer more than people expect. Understanding layout, visual hierarchy, and how to communicate clearly through design. That's not web-specific. It's just good design thinking. What I've been building on top of that is the product layer: research, problem framing, design systems, and the ability to hold a user's whole journey in mind, not just the screen in front of me.
I'm drawn to problems that are genuinely hard to explain and the challenge of making them feel simple and obvious to the people who need them.
Sydney, Australia
Where I'm coming from
My background is in web design at a creative agency — which means I've worked across a wide range of clients, categories, and problems in a short space of time. Agencies move fast, clients have real expectations, and the work has to land. That environment taught me how to think on my feet and deliver at a high standard even when the brief is ambiguous.
I've led projects end to end — from running discovery workshops and building sitemaps, to designing UI systems and coordinating contractors. I've had to scope work commercially, manage stakeholder expectations, and make design decisions that balance what's ideal with what's actually achievable.
Why product design
The shift toward product design didn't feel like a leap — it felt like a natural deepening. I kept finding myself more interested in the problem behind the brief than the brief itself. Why does this page exist? Who is it actually for? What does success look like beyond "the client liked it"?
Product design gives me a framework for those questions. It's where design connects to real user behaviour, real business outcomes, and systems that have to work over time — not just on launch day. Building Spaces taught me more about that than any client project, because the feedback loop was immediate and the consequences were real.
How I work
I tend to start with a lot of questions. Not to slow things down — but because the right answer to a design problem almost always comes from understanding the problem more clearly first. I'd rather spend an extra hour in discovery than two days designing the wrong thing.
I work well with developers, PMs, and clients alike — probably because I've spent time doing agency work where everyone is in the room. I'm comfortable in ambiguity, good at bringing structure to undefined briefs, and I take feedback well because I care more about the outcome than being right.
What I'm looking for
I'm looking for a product design role where I can keep growing — ideally in a team that takes craft seriously but doesn't lose sight of the user in the process. I'm open to working in-house at a product company or in a studio environment that does meaningful work.
Sydney is home, but I'm open to remote or hybrid arrangements. I'm at a point where I want to go deep on a product — to follow something from early problem definition through to a real outcome — and I'm ready to contribute at that level.
What I care about as a designer
Clarity over cleverness
A design that communicates instantly is almost always better than one that impresses on second look. I try to make things feel obvious — which is usually the hardest thing to do.
Systems thinking
Good design scales. I think in components, patterns, and structures — not just individual screens. A solution that only works once isn't really a solution.
Designing with constraints
Constraints — accessibility requirements, technical limits, tight timelines — tend to make design better, not worse. They force precision. I've learned to treat them as part of the brief.