I make brands brave.
For orchestras and supermarkets.
Icons in trouble and ideas worth spreading.
For orchestras and supermarkets.
Icons in trouble and ideas worth spreading.
I grew up between cultures, Indonesia in my blood, Australia underfoot, years overseas standing on my own from a young age. It taught me the thing no brief can: how to read what actually connects people, underneath what they say.
Twenty years of brand transformation later, the Melbourne Symphony finding a voice beyond the music, ALDI learning to own its own brand, Sara Lee brought back from the edge. I've learned that transformation isn't one big idea. It's a hundred brave decisions, made in the right order.
How I work
I lead with candour and purpose. The program that gave me my start — a university placement into my first agency — now runs into my own studio. Standards high, door open.
Commercial wins matter. What they make possible matters more: work that shifts perception, moves people, and leaves something worth keeping.
The practice
Away from the studio I paint as Tokokami — slow work about perception and the internal made external. Ceramics, shibori, ink. It isn't a hobby beside the branding; it's the same inquiry at a different speed. The art teaches me to see. The brands are where the seeing goes to work.
THE WIDER WORK
Brand Lead for TEDx Melbourne. Guest lecturer at Collarts. Kintsugi Artist in Residence. Child advocate with Compassion Australia. The through-line: ideas, and the people they belong to.
THE WIDER WORK
Brand Lead for TEDx Melbourne. Guest lecturer at Collarts. Kintsugi Artist in Residence. Child advocate with Compassion Australia. The through-line: ideas, and the people they belong to.
"She has helped reshape the role creativity plays within our business — work that is strategically grounded, commercially effective and beautifully executed."
— Keri Layt, Commercial Director Brand & Design, ALDI Australia
— Keri Layt, Commercial Director Brand & Design, ALDI Australia
"A brand that expresses our soul and strengthens our strategy."
— Richard Wigley, CEO, Melbourne Symphony Orchestra
— Richard Wigley, CEO, Melbourne Symphony Orchestra
I believe in brave creativity, with kindness as the baseline.
IF THIS ETHOS RESONATES WITH YOU...
IF THIS ETHOS RESONATES WITH YOU...