Tell us about your creative work and how you got to where you are now.
I started working in design over 15 years ago in the agency world, where I discovered that branding was my sweet spot. I’ve always been drawn to businesses doing things in a new or better way, and I love the opportunity to work alongside them to build brands that reflect that.
I launched Foster Creative in 2016, three months before my first daughter was born. It was a slow burn at first, but has now grown into a studio that works with clients across Australia and the world to help values-led brands show up and confidently make their mark in the world.
How would you describe your design style?
My design style is flexible, because every project we work on is backed by strategy. That foundation shapes the creative direction, so the end result always feels unique to the client rather than being a recognisable signature style. Sometimes the brand calls for something bold and expressive, other times it’s more refined and understated. The common thread is that everything is created with care and intention, and designed to truly reflect the business it represents.
Describe your ideal client, project or collaboration.
My favourite collaborations are projects where I feel ethically and creatively aligned with the client’s business and vision. And I love when clients trust me to push that vision even further, creating something bolder or more innovative than they initially imagined.
Share a project you’re especially proud of and why.
A recent project that stands out was a rebrand for a marketing agency. The client gave me a lot of creative freedom and was keen to explore a bolder creative direction, which meant I could push the brand further and capture her personality in a way that still felt strategic and authentic.
What’s one lesson you’ve learned in your creative journey that others might need to hear?
One lesson I’ve learned is that authenticity and alignment always win over trends. It’s tempting for brands to chase what’s popular, but following trends without purpose can dilute your brand and make it blend in. The strongest work comes from being thoughtful, strategic, and true to your brand’s values.
Who is a designer you admire?
I admire studios who put purpose at the centre of their work and create in a way that feels unique rather than trend-driven. There’s so much exciting, innovative work being made when designers lean into that.
How do you stay inspired?
I’ve always been fascinated by the creative process and how something as intangible as creativity can be channelled into meaningful work. I’ve found that ideas need room to breathe, so I try to build space into my projects with structured timelines and intentional pauses. Stepping away from the screen also helps!
Where can people connect with you or see more of your work?
You can find me at fostercreative.co. I also share work and behind-the-scenes updates on Instagram, Pinterest and Behance.
