Aethos Hotels.

This dynamic 13-second reel showcases the unmissable energy of Aethos’ latest VIP summer package. Designed to capture the essence of Aethos’ effortlessly cool lifestyle, it blends sleek, high-end imagery with a fast-paced, visually compelling narrative.

The result? A scroll-stopping showcase of what it means to experience summer the Aethos way.

Concept Creation/ Branding & Design/ Copywriting/ Packaging

Sum Sum Chilli Oil.

Sum sum- the oily grail of chilli oil - is a fictional chilli oil designed to be that extra touch of spicy magic for every dish, every day. Ever feel like your meal just needs a little something to take it to the next level? A drizzle of Sum Sum does exactly that—elevating every bite with punchy, unami flavour.

What sets Sum Sum apart? You can be completely addicted, guilt-free. Made with healthy avocado oil and zero chemicals, it’s pure, flavour-packed goodness in every drop.

The logo features a hand-drawn, cheeky sideways pout—always tempting you to add her to your dish, embodying Sum Sum’s playful and flirty personality. The bold yet lighthearted lowercase Shrikhand font enhances this charm, while its italic style adds movement and character, making the brand feel lively and inviting.

The Tara Building.

Copy writing / Poster design / Brand visual identity development

The Tara Building is a dynamic, community-driven co-working space in the heart of Dublin City. While it boasts a bold geometric logo and strong values, they like to keep their brand visuals flexible and dynamic. Rather than imposing rigid guidelines, they sought a visual language that truly reflected their essence. Inspired by the vibrant Maser artwork that envelops the building, I designed internal signage that weaves together confident typography, striking colours, and a warm, welcoming atmosphere.

LADBible SoundLADs.

Social Media Strategy / Creative concept development / Copywriting

In the face of all the depressing news and self-serving content on social media, it’s easy to get to thinking the world is a dark and cynical place. Good breeds good and we need to see more of it!

Taking a universal concept of random acts of kindness and adding some Irish-ism, "Random Acts of Soundness" aims to shift the narrative. Reminding people of the kindness that exists and encouraging people to be the good they want to see in the world.

By gamifying kindness and injecting LADbible lightheartedness into everyday goodwill, the campaign fosters genuine positivity while keeping things accessible and sharable.

Activation Objective: To inspire acts of kindness through a lighthearted, meme-driven social activation. The campaign leverages humour, community participation, and influencer content to encourage people to be a sound lad and share their random acts online.

OWNED CONTENT DELIVERABLES

  • SoundLads of the week: Weekly spotlight of a news story or TikTok of someone doing something sound.

  • Random Soundness of the Streets: Street interviews, what’s the soundest thing someone’s ever done for you?

  • Weekly meme carousel inspiring soundness in a light way.

  • Potential sound influencer partners: @cash_hunt_dublin, @rozannaPurcell, @tarmarz

USER GENERATED CONTENT DELIVERABLES

  • Leave a euro in your shopping trolly next time for the next person who might not have it / Always the one to borrow a cigarette? Buy a pack! / Make your Ma a cuppa / Take your friend who’s always got your back out for dinner… whatever sound behaviour it is tag yourself being a #SoundLAD.

Lucky Kat Cafe.

Creative concept development / Branding & Design / Copy writing

Lucky Kat is a food brand concept that I created, born out of my love for food and community. Being half Asian and half Irish, the way Ireland is growing culturally excites me. I was raised in Ireland but was always connected to my Asian heritage through my Malaysian Dad’s cooking. Food is sacred, and celebrating diverse cultures is dear to me.

My vision is to create an inclusive, creative hub that brings the community together, through good coffee, interesting and delicious bites, and good vibes. Recognising how lucky we are to celebrate and share good food. Lucky Kat is all about gratitude and sharing good vibes and good fortune.

BRAND LOGO DEVELOPMENT

The luck of the Irish (shamrock) meets the Meneki Neko (lucky cat).

More than a place to get coffee and a bite, Lucky Cat Cafe beckons you in and entices you to stay for a chat, or to appreciate the creative display of art.

Inspired by the vibrancy and boldness of Vietnamese street food branding, I created this second logo concept with a pensive looking cat and the shamrock included in dynamic ways.

Red Bull Skateboards.

The brief was to design two skateboards for the collaboration between Red Bull and Berlin bar, a dive bar in Dublin. The design fused together elements of both Berlin and Red Bull.