Tell us about your creative work and how you got to where you are now.
I’m a brand and website designer specialising in high-end, story-rich identities for women-led businesses. I started White Ink Creative after leaving my corporate role to build a business that allowed more creativity, freedom, and impact. Over the years, I’ve blended strategy, storytelling, and refined visual design to help clients step into brands that finally reflect the level they’re operating at. Today, my work is all about turning a client’s vision, values, and lived experience into a brand that feels deeply “them” — elevated, aligned, and ready for their next chapter.
How would you describe your design style?
Elegant with a modern edge. My work combines clean, considered layouts with luxurious details — thoughtful typography, nuanced colour palettes, and subtle textures — to create brands that feel both timeless and current. I always aim for depth over decoration: everything has a purpose, a story, and a strategic role in how the brand is experienced.
Describe your ideal client, project or collaboration.
My ideal client is a visionary woman who’s already built something successful and is ready for her brand to finally match that level. She values depth, strategy, and emotional connection just as much as beautiful design. The dream project is a full brand and website experience where we’re not just “making things look pretty,” but crafting an identity that elevates her positioning, refines her presence, and supports big-picture business goals.
Share a project you’re especially proud of and why.
ME by ELKA is a project I’m incredibly proud of. The strategy was to position the brand as a calm, high-end haven for holistic beauty — a space where clients feel seen, nurtured, and deeply cared for. We created a minimal, softly luxurious identity that reflects their focus on hair, skin, and wellness, while still feeling warm and approachable. It’s a beautiful example of how considered design can support an elevated client experience, honouring both the heart of a family-run business and the sophistication of a luxury brand.
What’s one lesson you’ve learned in your creative journey that others might need to hear?
Charge your worth. Underpricing your work doesn’t just drain your energy — it quietly communicates that your expertise is optional rather than essential. When you price in alignment with the value, skill, and care you bring, you create healthier boundaries, better client experiences, and space to do your best work.
Who is a designer you admire?
I really admire Studio Kynd. Their work feels intentional, poetic, and deeply grounded in story — the way they blend strategy, emotion, and timeless visual design really resonates with how I approach branding as well. I’m especially inspired by how considered and calming their brand worlds feel, while still being elevated and distinctive.
How do you stay inspired?
I stay inspired by paying attention to the world offline — architecture, interiors, fashion, nature, and the small details of everyday life. I’m also deeply inspired by my clients’ stories: their courage to reinvent, expand, and lead in their own way. Stepping away from the screen, travelling, reading, and giving myself space to think are all non-negotiables for keeping my creativity grounded and fresh.
Where can people connect with you or see more of your work?
You can find my work on Instagram and Pinterest at @whiteinkcreative, and explore more projects and offerings via my website: whiteinkcreative.com.au.
