Freelance
Year: 2025

There’s nothing more exciting than starting a brand from scratch.

After years of work with local Council and the Department of Transport, we were offered a 800m² site to create Punt Hill Community Garden. So designers Rebecca Cain, Fiona Sanderson and I got straight onto the branding.

We centred our logo around a worm. Why? Because he’s adorable. And we wanted to resist tropes like hands or seedlings—as a cash-strapped not-for-profit, we needed something that looked hot on a tote bag.

Our TOV comes across most on social media. Community gardens traditionally attract older members. So to get a younger demographic on board, we went for welcoming… but a little unhinged.