The Learning Resource Catalogue was an annual publication distributed nationally showcasing the product range of 8,000+ lines. At just under 900 pages this catalogue has always been Educational Experience’s primary selling tool.

I was the Creative Lead and Senior Designer for this project, where after having identified the brand’s new style position and visual tone the team and I translated these into the catalogue.

I was responsible for the cover design and photography, layout templates and elements, certain categories throughout, and for overseeing overall layout and style consistency.

This 2020 catalogue, along with the accompanying campaign collateral, represented a turning point in our brand direction as we took on a softer, more contemporary look.

After being with the business almost 10 years, and being Senior Designer for over 5 years, this catalogue is one of several where I led and oversaw the creative direction.

In 2019, Educational Experience embarked on a journey of market research to better understand their customer demographics. After having quite a strong, bold brand in the market for many years, we discovered a softer more homely contemporary style would be far more appealing to our customer base.

To pinpoint the brand direction, I needed to define our style position and visual tone for marketing collateral moving forward. To do this I created a moodboard to determine colours, styles, textures, and a collection of words to describe the attributes we wanted our brand to portray - a visual snapshot. We also defined some brand personality traits to set the benchmark for all marketing communications.

These are some examples of the execution across many platforms, including catalogue covers, advertisements (both printed and email based) and a PowerPoint presentation template.

Throughout the many campaigns I’ve been a part of, I have produced a variety of digital assets for web and artwork for social media and email channels. Here you will find some examples from my time at Educational Experience.

edextras Rewards Program was a sub-brand of Educational Experience. It needed to have it’s own visual identity while also looking like it belonged to the core brand.

I was the lead designer for this project, so I needed to produce a package of elements including the logo, imagery, devices, templates and brand guidelines to ensure it was functional across the Graphics team.

Displayed here are examples of some of the executions of the brand across print ads, social media posts, web home page banners, website landing page and EDM layout template and graphics.

Photography is one of the most rewarding experiences, especially when children are involved.

They say never work with children or animals, so I guess I’ve already broken half of that rule, and can truly say I’ve enjoyed every minute. The satisfaction when processing images to see a moment of pure delight, or utter frustration, it’s indescribable.

Whether product or lifestyle focused, these images are not only examples of my skill as a photographer. I have also created and styled the scenes. These are all images from my time at Educational Experience and are representations of the visual tone of the brand.

This large scale signage was always a highlight of the year. These were for an annual toy fair where retailers throughout Australia would visit our stand to see first hand the new product ranges available.

Signage included exterior wall graphics, brand banners and feature walls with graphics up to 3m in height and several metres wide.

For 8 years I was the lead designer on this project so was pivotal in bringing the stand to life. Add to that the fact the stand has been awarded ‘Stand of the Year’ twice since 2017, this project was always one to be proud of.

This Look Book is my pride and joy!

For this project I collaborated with members of other functions within the business to decide on themes and then select beautiful, and more importantly functional product to suit.

It was then my responsibility to setup learning environments to make beautiful, multifunctional playspaces that adhered to our style position and visual tone.

Next was the photography - capturing how inspirational a space can be, then introducing children to interact with the environments - which was when the magic really happened.

I then needed to visually represent the story through imagery and layout in the form of a Look Book to inspire customers and to show the versatility and open endedness of the products.

With a relatively tight timeline, this project really highlighted the success effective teamwork can achieve.

Vascrete is a family owned concreting business who have been operating for years with no branding. They needed a simple yet effective logo that could be translated across a variety of mediums including a website and eventually vehicle signage.

Sky High Horizons is an Aerial Photographer and Videographer business based in Newcastle. Using drones for the footage, they needed a logo and business cards to convey they’re services and skills that would appeal to a wide potential audience.