Build a complete digital brand and automated business pipeline from zero — without the cost, lead time, or creative overhead of a traditional agency model.

Volta needed to launch fast, launch smart, and build infrastructure that could scale without adding headcount. The mandate was AI-first, end to end.

Instead of running a conventional creative workflow with AI bolted on, I replaced the workflow entirely — architecting an end-to-end automated content ecosystem covering brand identity, social pipelines, and video production.

• Brand & digital identityGenerative AI drove the full brand system, locking in consistency across every asset and touchpoint.
• Workflow automationAutomated social pipelines and AI-driven video production replaced manual creative cycles.
• Strategic integrationProcess analysis surfaced the highest-value AI integration points, aligned to commercial milestones.
• Structural automationEmerging tech embedded into foundational operations — intelligence as business architecture.

Launch a world-class streaming service across ten platforms simultaneously — iOS, Android, Apple TV, Samsung TV, PlayStation 4, and more — in twelve months.

The challenge wasn't aesthetic coherence. It was engineering a system flexible enough to stretch from a 1.5-inch watch face to a 100-inch living-room display.

I built the P8 Atomic Design System — a four-level hierarchy that made scale manageable and speed sustainable, governed by the R.E.S.E.M. principles.

• ElementsFoundational layer — labels, buttons, base symbols.
• ModulesPredictable interaction patterns — show tiles, posters, info panels.
• ComponentsComposed environments — content shelves, grid layouts.
• PagesComplete user experiences with defined load priorities and above-the-fold logic.

A clunky, non-responsive CRM was bottlenecking new customer acquisition. An expensive sales-led onboarding process meant every new account required heavy manual intervention.

The business didn't need a redesign. It needed a different operating model — a shift from "our sales team sells the product" to "the product sells itself."

I led the full transition from sales-led to product-led growth, rebuilding the platform architecture from the ground up with a modular system letting non-profits activate only the capabilities they needed.

• Platform rebuildModular architecture reducing complexity and onboarding friction simultaneously.
• Feature roadmapPrioritised by user impact — RICE scoring aligned to PLG conversion milestones.
• Documentation infrastructureFull design system and component docs to support a scaling team.
• PLG onboardingSelf-serve activation flow replacing manual sales-assisted setup entirely.

The Sydney Morning Herald carried 180 years of journalistic authority and 7.68 million digital users who expected both — breaking news at speed and premium long-form journalism worth paying for.

Translating that dual mandate into a native mobile experience — while building an architecture scalable across the entire Fairfax portfolio — was the design problem.

I led UX and information architecture for the SMH's first native iOS app, designing content hierarchies holding breaking news and long-form journalism in productive tension.

• Universal app architectureSingle codebase adaptable across all Fairfax brands including the AFR.
• Content hierarchyVisual weight and interaction models calibrated per content type — breaking vs. longform.
• Internal capabilityWorkshops and mentoring transitioned web designers to mobile-first principles.
• Subscription UXConversion-focused architecture that drove +32% lift in digital subscriber conversion.