I design brand systems that make people stick around

I'm Chloe

A creative strategist based in Australia who combines behavioural research with strategic design to help businesses build genuine connections with the people they serve.

I specialise in visual identities, content systems, and brand experiences that keep people engaged well past launch day.

The Beginning

I started with a simple goal: to become a graphic designer. Studying at Griffith University for a Bachelor of Business and Design, then getting my hands dirty in real studios and freelance work, taught me what the lecture theatre couldn't. Design isn't decoration. Done properly, it changes how people behave and what a business is actually capable of.

What I Do Now

I build full brand systems, mostly for martial arts studios and fitness businesses: identity, content, print, the beginner manual nobody wants to design but every gym needs.

I train myself too, so I'm designing this world from the inside. I know what a beginner needs to see walking in the door on day one, what makes a member feel like they belong past the first month, and why a ranking poster matters more than it looks like it should. Camera in hand most weekends, usually somewhere with terrible lighting and barely enough room to move, because apparently that's where the best shots come from.

I'm also building toward more work with purpose-driven and sustainable brands. It's a direction I've been developing through concept projects while I look for the right first client to build a real case study with.

Recent work includes brand systems for gyms and dojos, marketing materials for Griffith University, and a public mural or two when a project calls for something bigger than a screen.

Beyond Design

Training, painting, chasing whatever trail is nearest, and 1000+ days deep into a Duolingo streak that's taught me more about habit design than most client briefs. I volunteer at beach clean-ups and ATypI, and show up to Creative Mornings and Brand Builder Summits when they're on, mostly because the people in those rooms keep me honest about what good work actually looks like.