During my time at Fractel, I progressed from Junior Designer to Creative Director, contributing across nearly every facet of the brand’s creative output. My work spanned product design, graphic design, digital marketing, creative direction, and broader brand development and strategy.

A key focus throughout this journey was shaping a cohesive and evolving brand identity while translating ideas into meaningful product and campaign work. Notable projects include Fractel’s successful 2024 crowdfunding campaign, the Velocity campaign developed in collaboration with Beagle & Hound, and the Butterfly Effect capsule, shot in Tasmania in early 2025.

Alongside brand and campaign work, I also led the creation and direction of all Meta and Google advertising creative, working closely with Periscope Agency to deliver consistent, data-led performance outcomes. This partnership helped drive strong month-on-month growth, including a +1186.6% increase in paid social performance from Nov 2024 to Nov 2025.

Across all work, the focus remained the same: building authentic, performance-driven storytelling that connects product, brand, and a growing global running community.