The Tio concept is a collaboration of creative minds.

Tio is an experience in creative expression the user can contribute to and enjoy changing as often as they choose, in their own home.

At one level it is a stylishly crafted piece of furniture. But on another level it is the opportunity to creatively transform your living space at will.

The Tio concept is a collaboration of creative minds.

New Zealand innovation and creativity is increasingly making its mark on the world in many fields.

Nowhere is this more true than in fashion design. So Tio features collaboration with the creativity of three of our leading fashion designers, Andrea Moore, World and Zambesi.

The user can dress their Tio chair in a range of stunning fabrics from each of the designers, and then change it at will.

Tio provides many options for your creativity and will continue to do so.

So far there have been releases in collaboration with artists, designers, fashion houses and more.

The future will bring collaboration across other fields, possibly poetry, perhaps photography , but always fresh and innovative ideas to express creativity.


We loved the idea of being able to “dress” your environment as the mood takes you.

How can we marry the seasonality of fashion with the permanence of furniture? This was the question that sparked the project. We loved the idea of being able to "dress" your environment as the mood takes you.  A tee-shirt for the weekend, a pretty frock for the dinner party, or a comfortable sweater for reading by the fire.

As our research progressed we realised the project was really about collaboration. Collaboration with our in-house design team, with the fashion designers, with our banding company, with local artists and most excitingly with our manufacturers who were very excited to push the sustainability aspects of the project. 

We decided on the chair as the first iteration of the Tio concept. We spent time researching mid-century furniture, in particular scandinavian design as we felt wood would be the right material to hold "clothes. We manipulated different kinds of wood in different ways to see where is would lead us. We eventually developed our own laminating technique and began prototyping in ernest. 



The Tio Chair was recognised by the Design Institute of New Zealand when it was awarded Gold at the DINZ Best Awards 2006 in the Sustainable Product Category.

Tio is constructed using heat press lamination. The timber is pine veneer strips stacked in a mold. The pine veneer is waste material salvaged from the off cuts of doors made in the same plant. The dark veneer is a reconstituted plywood product. The base cushion fabric is hemp and the foam cushion is acrylic and completely biodegradable. The plant uses Greenstar rated environmental procedures and all glues are waterborne.

While the construction methods and materials used are all sustainable, it is in the concept where we really tried to create the sustainability. The idea of "dressing" the furniture could potentially increase the product life span. This is where the project really becomes exciting. 

The Tio Chair was recognised by the Design Institute of New Zealand when it was awarded Gold at the DINZ Best Awards 2006 in the Sustainable Product Category.

Tio was widely recognised for its green credentials featuring in articles on and to name a few.

  • Brand Refesh.

  • Art Direction

  • Print Management

  • Website Design


Elena Violinist Identity.

Elena is a well known entertainer based in Wellington New Zealand. Elena approached me to revitalise her identity and build a new website for her.  

Elena is the meeting of two worlds. On the one hand she is a classically trained violinist who plays in symphony orchestras and string quartets. On the other she is a proud Maori Performer leading kapa haka (traditional dance) groups and singing traditional waiata (songs). 

It is fair to say then, that Elena is like no other. 

She has always played on this juxstaposition to tremendous effect but the time had come for a change. Elena is much more relaxed these days. The consumate professional at ease in everything she does. This was the start point for the brand. 

A photoshoot in the tropical paradise of Palm Cove, Australia formed the back-drop for this new identity. Elena has a lightness and a playfulness about her and people are drawn to her energy.  

We tried to capture this energy here. 

Custom Logotype

Custom Logotype

The Brand mark is custom and the font used is the Nilland Family


Delaney Identity.

Delaney Marketing is a Melbourne based start up specialising in strategy for challenger brands. Discussions with the client led us to the notion of a well kept secret, and terms like 'the work will become the brand' and 'the work speaks for itself'. So the project became an exercise in restraint; what are the mimimum elements required to carry the message?

This is the result.



Alexandra Owen Identity Refresh.

Revisiting the past.

I was asked to update the Identity for Alexandra Owen a fashion label I used to work for as Brand Manager.  A designer known for her 'forensic tailoring' and luxurious style, Alexandra exudes a quiet confidence and sophistication in her work. 

We talked about the Art Deco style and the feeling of effortless luxury that this era evokes. This is what I tried to capture. without it feeling like a simple 1920's copy. So the feeling is at once contemporary with a definite nod to a former golden age.

I created a custom font for the logotype based on Atipus' very excellent Bariol Light.  

Bariol Regular is used as the body text. 

  • Brand Refesh
  • Art Direction
  • Website
Custom Logotype

Custom Logotype



Alexandra Owen Brand.

Alexandra Owen was established in 2005. The label was born out of a desire to create garments that are sculptural, technically innovative and timeless. The brand had an extensive wholesale network as well as retail.

The label was positioned at the luxury end of the market commanding a high price-point and excellent quality of product.

As Brand Manager I was responsible for all brand communications.  The target audience was three-fold.  Wholesale customers, retail customers and attracting new customers to the brand.  These audiences demanded a wide array of collateral; from lookbooks and sales sheets to website development and print advertising.