As a Communications Designer & Art Director at Cancer Council Victoria, I craft visually compelling and emotionally resonant campaigns that bring the human side of cancer research, prevention, and support to life. My work balances strategic storytelling with impactful design, ensuring that every campaign connects with audiences in a meaningful way.
From concept development to execution, I lead creative direction, oversee photography, and design campaign assets that inspire action. My approach is rooted in human-centered design, transforming complex information into engaging, accessible, and visually striking narratives.
Notable projects include:
1 in 2 Campaign – A raw, deeply personal campaign highlighting the human impact of cancer. I developed the concept, sourced talent, directed photography, and designed key visuals.
Cancer Research Giving Day 2025 – A fundraising campaign that initially focused on personal researcher stories but evolved into a more transactional message. Despite this shift, my creative direction helped it exceed its fundraising goal, raising $593K and earning ‘Fundraiser of the Month’ recognition.
Through my work, I aim to challenge perceptions, create meaningful connections, and elevate the way we communicate complex issues through design.
1 in 2
The '1 in 2' campaign highlights the stark reality that 1 in 2 people will be diagnosed with cancer in their lifetime. This deeply personal campaign aimed to humanize cancer statistics by focusing on real people, their relationships, and their emotional journeys. The goal was to create an intimate, raw, and visually striking campaign that resonated on a human level.
Cancer Research Giving Day 2025
Cancer Research Giving Day (CRGD) 2025 was a high-impact fundraising campaign designed to spotlight the critical role of cancer research and encourage public donations. While cancer research is often perceived as clinical and complex, this campaign aimed to bridge that gap by making it deeply personal and emotionally engaging.
Australia Biggest Morning Tea (ABMT)
Australia’s Biggest Morning Tea (ABMT) is one of Cancer Council’s most well-known annual and national fundraisers, a simple idea with powerful intent: gather people over tea and snacks to raise funds for cancer research, prevention, and support.
