I work primarily with businesses and marketing teams in sport, entertainment, events and brand-led organisations, where brands need to hold together across campaigns, channels and teams.
My services focus on strategy-led brand systems, identity design and ongoing creative support that makes it easier to deliver consistent work over time.
Brand strategy, identity systems and creative direction for established brands.
Brand strategy services
Brand strategy defines what you stand for, who you serve and how decisions get made.
I work through structured strategy engagements that bring alignment internally and clarity externally. This is where positioning, audience understanding and messaging direction are set, so teams can move forward with confidence and consistency.
Strategy work may include:
Brand audits and alignment reviews
Positioning and audience definition
Messaging frameworks and brand architecture
Decision-making frameworks to support growth
Engagements range from focused reviews to full multi-week strategy processes, depending on where your business is at.
Brand identity design
Brand identity design turns strategy into a usable visual system.
I design identity systems that are built to scale, not just look good on launch day. Logos, typography, colour and layout rules are developed to support consistency across digital, print and live environments.
Identity projects can be lightweight or complex, depending on brand maturity, team structure and rollout needs. The focus is always recognition, clarity and ease of use.
Creative direction
Creative direction keeps your brand consistent as more work gets produced.
I work as an outsourced creative director for businesses and marketing teams who need senior oversight without building an internal role.
This includes:
Campaign direction and review
Guiding internal designers or agencies
Setting standards and guardrails
Ensuring work stays aligned as volume increases
Creative direction works best when brands are active, visible and producing work regularly.
Graphic design services
Graphic design turns strategy and direction into day-to-day output.
I design brand-led assets across digital and print, including campaign graphics, social templates, presentations, brochures and multi-page documents.
Ongoing graphic design is delivered through a monthly subscription model.
Ongoing graphic design (subscription)
For brands already shipping work, ongoing design support is delivered through Design On Tap.
This is a monthly graphic design subscription for teams who need reliable, on-brand design support without hiring in-house.
It’s suited to:
Marketing teams with regular campaigns
Brands producing work across multiple channels
Organisations needing consistency at pace
Larger, one-off or print-heavy projects are scoped separately.
Project-based graphic design (on demand)
I work best with businesses and teams who:
Have an established brand or are ready to formalise one
Are producing work regularly and need consistency
Operate in visible, public-facing environments
Value senior thinking and practical systems
If your brand has momentum but feels fragmented, this work is designed to help it hold together.
How your brand comes to life
Clarity First
We assess fit, direction and priorities in a Clarity Call before recommending a package.
Strategise & Create
We define the right approach, then build the strategy, systems or assets needed.
Show Time
You’re set up to deliver consistently, with optional ongoing support as needed.
Macarthur FC | Junior Herd Rebrand
“Natalie delivered exceptional work redesigning our Junior Herd brand for Macarthur Bulls FC. She led the team through quantitative and qualitative research to understand our audience and positioning, then brought everything to life with a revitalised brand and comprehensive suite of assets. The rebrand was positively received by our fan base and gave us a fresh, exciting perspective on our Junior Herd brand positioning. Natalie was excellent to work with - fast, efficient, and thoughtful throughout the entire project. Highly recommended.”
Mark Jensen
Chief Commercial Manager | Macarthur FC
Brands I’ve worked with.
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![Junior Herd brand identity and campaign design for Macarthur FC youth membership program.]()
Macarthur FC | Junior Herd
I rebranded the Junior Herd youth membership program with a fresh identity, updated visuals and new messaging. The result was stronger engagement with young fans and their families, and a boost in sign-ups for the club’s young community program.
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![Digital creative campaign for Football NSW NPL 2025 season featuring social media and graphic design assets.]()
Football NSW | NPL NSW 2025 Season
For the 2025 NPL season, I developed a new creative direction designed to resonate with its core audience: young players and their supporters. The refreshed look brought more energy, relevance and excitement to the competition making the brand feel modern, bold, and part of the culture these players live every day.
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![Technical manual design and document system redesign for Allshelter.]()
Allshelter | Product Manuals
I designed and adapted a series of user manuals across the Australian and US markets, creating consistent, professional documentation. This gave customers and distributors greater clarity, ease of use, and improved brand credibility.
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![Illustrated stadium banner from the Western Sydney Wanderers FC 2015/16 Rally campaign showing sports brand creative direction.]()
Western Sydney Wanderers FC | Rally Campaign
A propaganda-inspired season campaign that transformed Parramatta Stadium into a bold visual movement. Designed across banners, programs, and merchandise to unite fans and players through pride, power, and purpose.
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![Product catalogue design for Ground Nurse showcasing brand identity and print graphic design.]()
Ground Nurse | Product Catalogue
I implemented the Ground Nurse brand system into a 100-page product catalogue, bringing their full range to life in a clear, professional format. The catalogue became a central sales tool, reinforcing brand consistency and supporting business growth.
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![Series of match posters from Western Sydney Wanderers FC showing campaign creative direction and graphic design.]()
Western Sydney Wanderers FC | Matchday Posters Series
A high-impact outdoor campaign for the 2019/20 A-League season. Each round reimagined the club’s identity through unique visual styles — from Bauhaus and pulp comics to bold typographic statements — all tied together by one powerful brand voice.
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![Brand identity design and digital assets created for Spray Tans Penrith.]()
Spray Tans Penrith | Rebrand
I rebranded Spray Tans Penrith with a new logo, visual identity, website and social templates that better reflected the business and its audience. Since launch, the client has reported doubled sales and a 39% increase in revenue, with strong customer feedback on the new look and feel.
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![Player graphic from Western Sydney Wanderers FC 10th Season campaign showing creative direction and sports brand design.]()
Western Sydney Wanderers FC | Season 10
Celebrating a decade of football in Western Sydney, this milestone campaign brought consistency across every touchpoint — from digital content to matchday experience. The creative united the A-League Men’s and Women’s teams under one visual identity, with bold graphics, trading cards, and in-stadium activations marking ten years of Wanderers pride.
Book a Clarity Call to explore what’s possible.
What best matches where you’re at?
A growing business ready to scale with a clear brand system
A marketing or brand manager juggling deadlines, campaigns and teams
A company in a growth phase wanting deeper connection with its fans
Let’s plug in, dial it up and play loud with a brand your fans love.
What Clients Say
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![Five star rating graphic used to represent client testimonials.]()
"The rebrand revitalised our youth program. Fans loved it, and the rollout was fast, thoughtful, and exceptionally executed."
Mark Jensen, Macarthur FC
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![Five star rating graphic used to represent client testimonials.]()
“Ease of communication and easy-going nature. Natalie made complex projects simple to deliver.”
Russell Reddel, Allshelter
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![Five star rating graphic used to represent client testimonials.]()
“We struggled with consistency across materials. Nat nailed it. Everything now feels seamless, professional, and gives us the confidence to grow.”
Arthur Rendell, Ground Nurse
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![Five star rating graphic used to represent client testimonials.]()
“Before working with Nat, my business was lost in a sea of competitors. Now, thanks to her rebrand, I have a distinct identity, new clients, and a 39% revenue increase.”
Skye McIntyre, Spray Tans Penrith
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![Five star rating graphic used to represent client testimonials.]()
"Natalie’s work elevated our entire event — the conference sold out in record time thanks to her refined branding and standout campaign."
Christopher Adams, Football NSW
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![Five star rating graphic used to represent client testimonials.]()
"Outstanding quality, clear pricing, and always on time. We trust Natalie with all our design and promotional work."
Kate Rafton, Rafton Family Lawyers
