greed is a bold packaging concept built on strong typography and a clean, minimal layout system. the logotype uses a distorted, layered treatment to add character and suggest indulgence without using traditional imagery. this expressive mark is balanced with clear type and a tight hierarchy, creating a mix of structure and play. the project shows how a simple system can still feel energetic and full of personality. the result is a contemporary, shelf-ready identity that feels unconventional, playful, and instantly recognisable.
dimensions
box 135mm x 100mm x 22mm
software
adobe illustrator
adobe photoshop
year
2025
blur is a concept magazine designed with din as the primary typeface, developed to showcase a complete editorial system. the project includes the cover, layout structure, typographic hierarchy, image treatments, and overall visual direction. the final outcome presents a high-contrast, modern aesthetic that blends sharp, structured type with blurred visual elements to create a cohesive and contemporary magazine
dimensions
magazine 210mm x 297mm
software
adobe illustrator
adobe indesign
adobe photoshop
year
2025
a unified visual direction created for the album ‘what we leave behind’, built around a strong typographic focus and a consistent layout system. each element, the logotype, cover, lyric spread, disc label, print ad, and ticket, follows the same visual rules, giving the project a clear sense of connection and purpose. the identity centres on clarity and rhythm, using simple, controlled layouts to support the mood of the record. together, the materials form a cohesive launch suite that feels clean, confident, and effective across both print and digital formats.
dimensions
lp 313mm x 313mm
cd 142mm x 125mm x 10mm
poster 420mm x 594mm
ticket 210mm x 74mm
software
adobe illustrator
adobe photoshop
year
2025
a focused publication outlining the key stages of mclaren’s brand story from its origins to its recent campaigns. the booklet presents research on values, visual evolution, logo development, and strategy in a clear, organised format. clean typography, controlled spacing, and a restrained colour palette keep the content easy to navigate, while images and timeline elements help show how the brand has evolved. the result is a concise, on-brand overview of mclaren’s identity and direction.
dimensions
booklet 297mm x 210mm
software
adobe illustrator
adobe indesign
adobe photoshop
year
2025
drawn to process as much as outcome — exploring, refining, and stripping ideas back until only what matters remains.
always experimenting with typography and how it can shift mood, structure, and meaning.
influenced by music, culture, and real moments, the work aims to feel honest, intentional, and alive — clean in structure, sharp in detail, and confident in its voice across branding, editorial, packaging, and digital design.
sydney
2016
certificate 4 in design
design centre enmore
2024
diploma of graphic design
design centre enmore
2025
branding and visual identity systems
editorial layout and magazine design
packaging design and dielines
layout systems, grids, and hierarchy
minimalist design with a personal edge
proficient in adobe creative suite
@ethsmit
@e3create