I am the Founder and Creative Director of Swear Words®, a Melbourne-based brand design studio established in 2003. Under my leadership, Swear Words has become one of Australia’s premier brand design studios, known for our unique, confident, and enduring brand identities.At Swear Words, we are dedicated to fulfilling the potential of good things made by passionate people. We deliver creativity across the entire spectrum of brand applications and communications to inspire joy, bring hope, and cause positive change. With generosity, kindness, and decades of insight, our purpose is to transform ‘conscious’ businesses into coveted brands.We have developed brand strategies, names, identities and designs for many household names including: Who Gives a Crap, Sand & Sky, Market Lane Coffee, Campos Coffee, Zoncello Spritz, and Gage Roads Brewing Co. On an international level, we have crafted the highly successful Indonesian brands Kura Kura Beer and Santai Hard Seltzer and many more in Canada, US and New Zealand — proof that our process transcends cultural differences and enhances a brand’s unique identity and effectiveness anywhere.I manage the creative team and assist the day-to-day running of the business at Swear Words. My responsibilities include brand strategy, brand naming, copywriting, design, concept communication and development, and creative direction. This hands-on approach keeps me connected to the creative process I enjoy so much and indulges my love of storytelling.Beyond the studio, I draw energy and inspiration from spending time in nature — especially skiing, cycling and enjoying time with family at the beach. Always looking for a new challenge, I’m currently learning Japanese, practicing yoga, researching the new energy revolution and planning my next adventure.Check out my life’s work at swearwords.com.au.