Visual Communicator and Solution Based Thinker.My journey in design started early, inspired by a childhood love for technology, graphic arts, and photography. In high school, I was fortunate to receive recognition at the Gallery of New South Wales youth awards for my digital art.My career officially began in 2002 when I started freelancing for a fashion designer in Newtown, Sydney. This experience allowed me to explore various roles like designer, director, and photographer, helping me learn and grow along the way. Later, I joined Canvas Group, where I worked alongside incredible design gurus. It was during this time that I was rebranded as ‘Lulu,’ which felt like a rite of passage into the design world.After many enriching years with Canvas Group, I ventured into new territories by joining SBS Australia. It was during this time that I collaborated with like-minded individuals, co-creating projects and establishing my first studio, Kolektiv, which evolved into various brands like Flood Studio and The Company We Keep, eventually leading to the creation of The Graphic Embassy.Alongside my professional endeavors, I developed a keen interest in academic design, which led me to start lecturing at Billy Blue College of Design. This teaching experience fueled my passion for nurturing emerging designers and industry partnerships, eventually culminating in my role as In-House Design Director for Laureate International Universities.Community engagement has always been close to my heart, from curating exhibitions to collaborating with galleries like He Made She Made Gallery. Alongside my co-founder Louise Odelberg, I ventured into jewelry-making during my time in Bali, which influenced projects for clients like Lost Paradise Festival and led to the creation of SOON, a jewelry brand focused on intention-based designs.In 2017, my dedication to purposeful living led to ‘Born By Subtraction’ (Design Studio), reflecting my belief in simplicity and essentialism. Today, as SOON evolves into a legacy brand, Born By Subtraction remains a reminder of enduring design principles.Collaborating with Louise Odelberg has been incredibly humbling, teaching me invaluable lessons in resilience and innovation as we navigate projects across continents. My design ethos centers on problem-solving, creating things of lasting value, and finding inspiration in nature’s ever-present possibilities.