Designing end-to-end product and service journeys grounded in clarity, intent, and commercial reality.
I'm based in Auckland. My background spans agency and in-house roles across New Zealand, the UK, and the US — leading multidisciplinary teams and delivering work for global, premium, and heritage brands alike.
Currently I lead creative direction at Hawthorne, where I've delivered a full rebrand spanning brand strategy, visual identity, photography, graphic design, and retail design — unifying the brand across every touchpoint while driving engagement and market relevance.
My strength is in shaping compelling brand narratives and translating them into cohesive design systems that perform across digital, social, print, and retail. I combine strong conceptual thinking with a practical, delivery-focused mindset — ensuring creative output is not only inspiring, but effective and aligned with business objectives.
I'm motivated by the opportunity to contribute to ambitious, human-centred brands that value creativity as a core part of their DNA. That's what Journey by Design is for.
Helping brands shape clear, connected customer experiences across physical and digital touchpoints.
Translating established brand systems into scalable, production-ready assets across campaigns, retail, packaging, print, and marketing collateral.
Creating considered, technically accurate artwork and layouts designed for real-world application and execution.
Developing cohesive campaign systems and retail environments that align brand storytelling with customer engagement.
Providing strategic oversight across photography, styling, visual storytelling, and multi-channel creative execution.
Strong brands are not built through isolated moments, but through connected experiences.
Over 20 years of international brand and creative experience.
Extensive retail and FMCG expertise.
Strong understanding of print production and rollout systems.
End-to-end thinking across strategy through to execution.
Ability to unify complex brand ecosystems across multiple channels.
Hands-on, delivery-focused approach grounded in commercial outcomes.
Experienced across agency, in-house, and multidisciplinary teams.
Premium furniture · Brand re-launch & integrated rollout
Full brand re-launch across product, photography, retail environments, and digital touchpoints — including the Outdoor Collection and Era Collection launches. Built scalable systems for catalogues, social, and showroom application.
JAZZ™ Juniors & Snackers · Asiafruit Logistica · Annual reports & campaign work
Long-running brand and campaign work for T&G Global — character-led launches for JAZZ™ Juniors NZ and JAZZ™ Snackers international, corporate marketing collateral for Asiafruit Logistica in Hong Kong, plus annual report design and infographic systems.
NSPCC · Helpline awareness poster campaign
Awareness campaign for one of the UK's most recognised children's helplines. A two-part poster series — illustrated collage and emotive documentary photography — connecting with very different audiences within the same campaign.
National retail signage & seasonal POS campaigns
National seasonal campaigns — Make Holidays Happen, Hello Healthy, Back to School, and the Baby Aisle product line launch — across POS systems, signage, OOH, and digital touchpoints. Rolled out across the US store network under creative direction of a multidisciplinary in-house team.
New Zealand Winegrowers · 2022 Annual Report
Editorial design for the 2022 NZ Winegrowers Annual Report — cover, internal spreads, photography direction, infographics, and sustainability sections. Balancing institutional credibility with the warmth of NZ wine country.
EO · Brand identity, annual event branding & isometric illustration
Multi-year creative partnership with EO — the global peer-to-peer network for entrepreneurs. New brand identity and website UI, annual event themes including Discover New Horizons (Portugal) and 20/20 Vision (Sydney), and a signature isometric Journey Success illustration mapping the EO member experience.
Global commercial real estate · Reports & event materials
Creative direction and design for JLL's Elevate to Excellence Global Corporate Real Estate Trends survey — digital and print, with photography direction, retouching, and infographic systems. Plus a range of event materials across multiple international markets.
ALDI · Axis Foundation · Barclays Wealth · Beekist · Britvic · Capital Dynamics · ChildLine · Crusha · Dentsu · Entrepreneurs' Organization · enza · envy · Fox's · Fresh & Easy · Goldsmiths · Grant Thornton · Hawthorne Group · Heart Foundation NZ · Honda · JAZZ™ Apples · Jetstar · JLL · Kinetic Partners · Kono Wines · Lavazza · Lindt · New Zealand Wine · NSPCC · Orchard Rd · PwC · Quaker · Robinsons Fruit Shoot · Subaru NZ · T&G Global · The Perfume Shop
Louisa has led the creative direction and brand management on one of my key accounts, a leading global professional service business. I have constantly received glowing feedback for the work that Louisa has done and wouldn't hesitate to recommend her.
"I would confidently give Louisa any project knowing she will do whatever it takes to make it happen. She has the ability to make the different elements of a complicated project come together on time."
"Louisa is an excellent designer, who was always willing to go the extra mile to deliver for the business. She brought enthusiasm and creativity to all projects she worked on."
"Louisa is always a pleasure to deal with and receives excellent feedback on her creativity and her technical ability. It's not always easy to hit the ground running as a freelancer and adapt to different ways of working quickly, but Louisa managed to do this on more than one occasion."
Marketing Design Awards · The Drum UK Design 100 · Mi Awards Finalist · RAR Recommended
Open to project-based partnerships, overflow support, and specialist contributions across the following areas.