I choose to live and work the way I want.
Before going out on my own, I worked locally at Harris Print, gaining hands-on experience in pre-press, print production, and the practical realities of delivering work that had to be right the first time. That grounding shaped how I approach design to this day — not just how things look, but how they’re produced, implemented, and used in the real world.
In the mid-nineties, I stepped out on my own as a freelance graphic designer under the name Niche Graphics. At the time, going it alone in graphic design — particularly outside the major cities — wasn’t common, and it took time to build trust, credibility, and a reputation for reliability. Work came through persistence, word of mouth, and consistently delivering quality outcomes rather than quick wins.
Design was always the foundation. Alongside client work, I produced a series of digital artworks titled Designs with Soul, and from the outset I was determined not to become another short-lived small business. Like most businesses that last, there were ups and downs, mistakes, lessons learned, and steady evolution as technology, client needs, and expectations changed.
Over time, that design foundation naturally expanded into website development, digital systems, and long-term support. What began as a solo design practice has grown into a graphic design–led website development agency working with councils, established small–medium businesses, and creatives who value clarity, consistency, and longevity.
Today, I still consider myself a designer — but my role has evolved. Much of my time is now spent guiding projects, reviewing work, setting standards, and checking in with the team to ensure everything we deliver is thoughtful, practical, and fit for purpose. Design judgement remains central, but it’s applied at a broader level.
A big part of my focus now is improving how we work as a business. That means refining systems, strengthening processes, and evolving alongside technology where it makes sense. We take a considered, practical approach to tools like AI — not as a replacement for experience or creative thinking, but as a way to improve productivity, reduce friction, and free up time to focus on what actually matters: good design, sound decisions, and long-term outcomes for our clients.