Why Safe Branding Won’t Get You Noticed (and Why I’ll Never Let You Play It Safe)
I didn’t start Aha Creative because I wanted to follow the rules.
Actually, I started it because I kept getting told no.
I was passionate about brand design, but agencies wouldn’t hire me—I didn’t have the “right” experience. But I had the skills, the drive, and the vision, so I thought, let’s do this.
That wasn’t the first time I’d gone against the grain, and it definitely wouldn’t be the last.
Now, as a brand designer and strategist, I help businesses build identities that don’t just fit in—they stand out. I believe branding should be bold, exciting, and authentically you. So, if you’re looking for cookie-cutter, play-it-safe design, I’m probably not your person (and that’s okay!).
Designing with Strategy, Storytelling & a Little Bit of Chaos
I don’t just make things look pretty—I create brands with depth, strategy, and purpose. Every choice, from typography to colour to the overall vibe, is backed by a deep understanding of your audience, vision, and values.
That means I won’t just follow design trends or do what’s expected in your industry. I’ll ask why not? and push the boundaries to create something uniquely yours.
For example, if you’re a health brand and you want fluoro colours? Let’s do it. A kids’ brand that wants black and white? Why not! As long as we create something that connects with your audience, there’s no reason to play it safe.
My Process: From Idea to “Aha!” Moment
I like to think of brand design as a journey—because let’s be honest, we rarely end up where we first expected (in the best way).
🔍 Discover – First, we dive into a brand workshop to uncover your story, audience, and goals. This lays the groundwork for branding that truly resonates.
🎯 Define – Next, I put together a creative direction and brand positioning, so we’re on the same page before design begins. This part is like setting the GPS before a road trip—you might take a few detours, but you’ll always know the destination.
🎨 Design – The fun part! With a clear vision in place, I bring your brand to life with logos, patterns, labels—whatever you need. Collaboration is key here, so you’ll be involved every step of the way.
And the best part? That final moment when everything clicks—when you see your brand come to life and think, yes, this is it! That’s the “aha” moment that makes everything worth it. (And maybe where I got my studio name!)
The Unexpected Skills That Give Me an Edge
Before starting Aha Creative, I worked in marketing, photography, and print production, and while they might seem like separate worlds, they’ve shaped how I design today.
📸 Photography taught me to see branding through a storytelling lens—it’s about emotion, composition, and creating a visual that resonates.
🖨️ Print production? I’ve seen too many designers send artwork to print, only to get back weird colours or accidental white borders. (Yep, it happens more than you’d think.) Thanks to my background, I know how to design for real-world applications—so you don’t have to worry about surprises when your branding rolls out.
📢 Marketing gave me an understanding of how branding needs to function—not just look good but work across digital, social, packaging, and beyond. It’s not just about aesthetics; it’s about making an impact.
What Inspires Me? (And Keeps Me Sane After Long Design Days)
When I’m not working on a branding project, or chasing my toddler around, you’ll probably find me lost in a book - fantasy and romance are my go-to escape (because real life is serious enough).
Or I’m out in nature, preferably somewhere with rolling hills, golden hour light, and a good ocean breeze. I make sure to get away at least once a year for a creative reset—because nothing fuels inspiration like a bit of space to breathe.
So, Are You Ready to Break the Rules?
If you’re looking for a brand designer and strategist who will challenge the industry norms, push past the expected, and help you create a brand that’s bold, strategic, and unforgettable—then we should talk.
Because being safe won’t get you noticed. Get in contact today.
