Let’s start with whether this feels like the right fit.
I care deeply about how work is structured, how it’s read, and how it lands. I notice patterns quickly, I ask the right questions early, and I’m very good at turning complex ideas into design that actually makes sense.
But enough about me — let’s talk about you.
You might be:
In all of those cases, the need is similar:
Design that’s thoughtful, well-structured, and grounded in strategy — not surface-level decoration.
Most designers specialise in one or the other:
brand designers focus on identity and expression
editorial designers focus on layout and long-form structure
I do both — intentionally.
That means when I’m designing a book, publication, or report, I’m not just thinking about how it looks page to page. I’m thinking about:
It’s why publishers, comms teams, and organisations trust me with complex work, and why founders often come to me when their brand and content need to start pulling in the same direction.
And a bit of a gaming nerd to be honest. Whether it’s solving the daily Connections puzzle, a competitive game of Qwirkle with my husband or some Mario Party with the kids. I love the challenge, and the pure joy of cracking the puzzle.
What on earth has this got to do with design, Heidi? Quite a bit actually. Stick with me.
Good design has many things in common with my daily Wordle. There is a game strategy and goal to achieve, a set of rules or parameters to stay within and the aim of the design puzzle is to communicate a message, evoke an emotion or inspire an action wrapped up in a beautiful visual solution.
And unlike my Wordle record, I have a pretty good batting average of hitting the mark on the first try.
That’s why the call me the Design Wizard.
I completed a BA – Psych in 2005 and worked in corporate HR early in my career, which gave me a solid grounding in how people process information, make decisions, and respond to language and visual cues. At the time, I didn’t know it would shape my design work, but in hindsight, it absolutely did.
From there, I moved into graphic design and began my career in magazine publishing (hello frankie magazine). That’s where I learned the discipline of editorial design: hierarchy, pacing, consistency, and designing for readers — not just aesthetics. Working across magazines, advertising, and digital design taught me how strong layout supports storytelling, and how good design underpins strong communication.
In the years since, I’ve worked in-house, across marketing teams, and now for over five years in my own studio — partnering with publishers, communications teams, organisations, and founders who need design that’s thoughtful, structured, and reliable.
All of that experience shows up in how I work now: calm, considered, and grounded in both strategy and execution.
I ask the right questions early, pick things up quickly, and don’t need everything spelled out five different ways. You can hand things over knowing the brief will be understood — and respected.
I’m calm, organised, and consistent from start to finish. I’m comfortable working within established workflows, timelines, and review cycles, and I don’t disappear halfway through a project.
Iteration is part of the job. I’m used to layered feedback, multiple stakeholders, and evolving ideas — and I know how to move things forward without things getting tangled or tense.
I keep projects moving, communicate clearly, and don’t create unnecessary friction. I care about the quality of the work, but I don’t make the process heavier than it needs to be.
Creativity is at the heart of what I do and my soul’s purpose. It drives me to explore ideas, connect the dots, and weave together all the threads to craft designs that are both original and meaningful. This value ensures every project is infused with thoughtfulness, artistry and magic.
A collaborative approach is fundamental to my approach to design and business. Blending deep connection, care, and warmth with a shared sense of humour and joy. I value the magic of working together, ensuring each project feels like a true partnership that reflects your unique vision.
I connect very easily with people on an emotional level which allows me to see their vision and get behind it quickly. This guiding sense means my clients feel truly understood, while I craft thoughtful design solutions that are impactful, meaningful, and perfectly aligned with their needs.
I have high standards and perfectionist tendencies. I’m dedicated to creating work which is refined, cleverly solves the puzzle while ensuring your brand looks top notch. A little magic weaving with a lot of attention to detail.
I aim to create harmony in my designs, in my relationships, in my life and in the lives of my clients. Recognising what we need more or less of is a key skill to creating balance, joy and peace.
We’ll probably work well together if:
You don’t need to have everything figured out — but you do need to care about doing it properly.
If that sounds like you, we’re likely on the same wavelength.
Want to work together?
My phone and air pods!
PRE-KIDS: Seeing snow covered Christmas trees in Japan or having drinks in the outdoor hot tub in Canada, watching the snow fall.
POST KIDS: Family swims in the ocean at Noosa
Podcast: Armchair Expert
Music: Taylor Swift or something indie/folk
TV on while I work: Dawson’s Creek, Mad Men, the OC
Morning: Lactose free (I’m digestionally challenged), decaf (I love the taste of coffee but caffeine doesn’t like me) flat white.
5pm somewhere: I’m a red wine gal but also love a rose, a bubbles or a gluten free beer (again, digestionally challenged).
Too many to list.. let’s go with some genres. Sci fi, war, and Harry Potter (that’s a whole genre right?)
I would probably own a gift shop / cafe fusion selling beautiful books, magazines, candles, crystals, stationery and art… to the smell of sweet sweet, coffee beans and gluten free pastries only.
