‘X’ marks the spot for this naming and brand identity project for the Art Gallery, Lost Eden, hidden away in Dwellingup - a small, forested town in Western Australia’s south west.

Hand-crafted typography is one of my life’s great passions. I love to enhance my creative work with elaborate lettering and hand drawn illustrations.

Australian’s were ignoring the warning signs and driving under the influence of alcohol resulting in horrendous consequences. This confronting campaign, in which we employed the makeup artist from the movie The Matrix, mimicked traditional Australian Pub signage and demonstrated how a small drunken mishap at the bar could have dire consequences when behind the wheel of a car.

Here’s my calling card, the first element of my personal branding. I chose the Pinecone for my identity as it represents a little known gland in our brains, called the Pineal Gland. René Descartes believed the human pineal gland to be the "principal seat of the soul". Once activated, we can access wisdom and information that exist far beyond our everyday senses.