Notes, essays, conversations & fragments gathered along the way.

Performance isn’t the problem. The problem is when the mask doesn’t hold. Audiences don’t just want the show...they want the truth behind it.

Shapeshifting isn’t just a metaphor…it’s alive in the way brands adapt to shifting markets, platforms, and cultural moods. From heritage icons to digital disruptors, several Australian brands show how to flex and transform without ever losing their core identity.

Knowing Vincent Fantauzzo as “the Archibald-winning artist” is one thing. Hearing his raw story…and then standing in front of the work, is something else entirely.

A new wave of non-alcoholic drinks is reshaping the culture of social drinking. Brands like Something & Nothing, Mellows, Dayse, and Mateo are building a parallel drinking culture…one that’s calm-forward, functional, and designed for a reset rather than a blur.

We don’t just look at design anymore. We live in it. We swipe, tap, remix, scroll, and share. Branding today isn’t just visual, it’s experiential.

Pure originality doesn’t start with moodboards or mockups. It starts in a much quieter place. Every project I’ve ever felt proud of began with a conversation.

The West Australian Pulse 2025 felt sharper, more considered, more complex.

As designers and innovators, it's our responsibility to learn from these early experiments such at NFT’s and heres my thoughts.

A term you may have heard of...you may even being doing it without realising.

Welcome to the Joy(conomy). Where design meets delight and only works when it’s earned..

There’s a curious thing that happens when wayfinding is done well…you don’t notice it. You simply move without second guessing, without hesitation.

Before “community-building” became a checkbox on every brand strategy deck, Lululemon was doing the real work.

In a culture that values connection, energy, distinctiveness...can luxury afford to stay silent?

The traditional lead journey...awareness, consideration, conversion...feels increasingly out of sync with how people actually behave.

Guy Ritchie’s work is like a brand. Consistency. Tone. A voice. Every choice he makes builds something you recognise, even if you don’t always love it.

We’re surrounded by performance dashboards and metrics and while these tools are useful...they can also lead us into creative autopilot.

The Extreme Self is one of those books you pick up and instantly wonder...is this a book...or a beautifully designed nervous breakdown?

There’s immense value in climbing from the gutter to the top. That journey, gives you character that no instant promotion could ever offer.

Is the rate of change outpacing our capacity to adapt to it? Are we evolving...or just scrambling to keep up?

A great brand isn’t one thing...it’s the orchestration of many things. Thoughtfully shaped. Purposefully connected. Built over time, not in isolation.

Creating your own personal style guide. Not just how you dress. But how you decide.

The line between the real and the generated is dissolving and with it “Trust”

140 Artists' Ideas for Planet Earth. A book that is beautifully erratic, experimental and often wild compilation of thoughts.

What is Plan B for creatives?

There’s a strange moment in any creative process when the thing you’re shaping begins to shape you back.

TikTok & the world of stolen content or is this now called a remix?

It’s a city where art and culture aren’t just appreciated...they are solidly baked into the culture.

Helvetica, the documentary by Gary Hustwit exposed was how many iconic brands use Helvetica in thier brandmarks.

We all start somewhere. Most of the time, that “somewhere” is kind of shit.

When art stops making us shift, it can become decoration.