Project: ‘Civil State’   • Identity, Naming, Packaging‘Civil State’ explores how Identity can express the culture of a business, shaping who is attracted to a place and product. In this project, a concept Gin Distillery ‘Civil State’ is situated within Melbourne’s Curtin House, where a bottle package design communicates the lure and mystique of ‘Gin and Company’. 

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Project: ‘Eden’
• Publication, World Building, Curation
‘Eden' is a conceptual and philosophical expression of human futures. The publication looks to the story of Eden to speculate about a post-modern existence. It was designed to create an explorative and evocative viewing experience, leaning on personal questions about technology, sense of self and perspective. The intention was not to pose opinions, but to allow for inference to communicate many individual observations.

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Project: ‘Garden Studios’
• Identity, System
‘Garden Studios' is a business that specialises in the design of secondary home dwellings, focusing on eco-friendly building practices and sourced materials. A brand identity was developed to communicate the complex offerings and realise that a home is often multidimensional. The response is a solution that organises use-cases into a message system that is consistent from office filing, through to client presentations and invoices. 














Project: ‘Dance Power’•  IdentityDance Power is the electronic label founded by Berlin based artist and music producer Luca T. aka ‘Upper90.’ To create a logo system for the brand, we focused on creating an identity surrounding his artist story and personal style to house future music releases.
“The term ‘Dance Power’ could mean so many things to different people. For the me, it represents my livelihood, the coming together of friends, a rush of serotonin, an obsessive passion and most importantly a sense of belonging and purpose.” - Upper90

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Animation for flexible logo system

Application for Dance Power Brand Marque
Photography: Charlotte Hansel




Project: ‘MOFF’•  Identity, Spatial, Curation‘MOFF’ as Museum of Form and Function is the result of stepping into the role of a curator to consider how a collection of objects and media, can contribute to a cohesive story and subject matter collection. A focus is placed on both historical and contemporary examples anticipated in the concept exhibition.

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Identity design & Spatial Application for Museum of Form and Function
Publication and curation for Museum of Form and Function
Identity Design & Spatial Application for Museum of Form and Function
Publication and curation for Museum of Form and Function 
Identity design and print for Museum of Form and Function
Wayfinding design for Museum of Form and Function













Looking to have a chat about future work, projects or a lingering thought? Feel free to reach out.






























This is a personal design practice focusing on visual communication. Working on unceded land of the Traditional Custodians. We pay respects to their elders past, present and emerging, and extend that respect to all Aboriginal and Torres Strait Islander peoples.

Will  P.
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Last updated: June 21