Hey I'm Finley 👋
I’m a creative from Sydney with an interest in branding, marketing and product building. At 18, I travelled to England to become a professional soccer player and after some set backs, I returned to Australia to study graphic design. I then went on to become a branding and creative director helping build Deploy Football, now one of Australia's largest sports brands.
I help brands scale through visual storytelling, efficient design systems and content led growth. With a proven track record of leading brand transformations, I specialise in high impact design, marketing automation and ecommerce optimisation.
Experience
How I've developed from a graphic designer to a brand director with a love for real results through visual story telling and automation.
Deploy Football
Branding & Creative Director
Joined Deploy as Lead Graphic Designer and quickly progressed to Branding & Creative Director, leading a full brand and content transformation. My focus was on building a personality-led brand, automating workflows, and scaling growth with a lean team.
2023– 2026
Overtime (web3)
Head of Design
Led Branding and Creative Direction for Overtime Manga, a first-of-its-kind sports manga project. Responsible for building the visual identity, social media strategy, and content ecosystem that helped bridge the worlds of anime and sport under the Overtime banner.
2022 – 2023
NFT FC
Founder
Founded NFT FC at 21, a Web3 platform designed to let football fans invest in the future of young players, bridging the gap between grassroots talent and financial backing. I led the end-to-end product vision, branding, community building, and launch strategy with a lean team and support from key partners like Overtime.
2021– 2023
Look Design
Head of Brand & Design
Promoted from Screen Printer to lead the re brand and digital transformation of a traditional print shop into a modern, ecommerce driven business. Focused on brand identity, design systems, and improving customer workflow through automation and web integration. My work at Look Design leveraged their existing Screen Printing capabilities with the power of Shopify to allow them to sell online, both to new customers and allowing existing customers to run their own promotional store.
2019 – 2021
Freelance
Freelance Creative
As a freelancer, I've been helping brands scale through visual storytelling, efficient design systems and content led growth. With a proven track record of leading brand transformations, I specialise in high impact design, marketing automation and ecommerce optimisation,
2019 – Present
Skills & Expertise
Over the years, I’ve honed a versatile skill set that bridges gap between design and development. My expertise lies in crafting visually.
Bringing together creative thinking, design systems, and user-centered strategy to build impactful visual experiences. Once we’ve gathered insights, we shape them into a clear direction.
Core Design Skills
We start by listening understanding your brand, goals, audience, and challenges. This phase includes research, inspiration gathering, and setting the foundation.
Tools & Software
We start by listening understanding your brand, goals, audience, and challenges. This phase includes research, inspiration gathering, and setting the foundation.
Creative Expertise
We start by listening understanding your brand, goals, audience, and challenges. This phase includes research, inspiration gathering, and setting the foundation.
Development Skills
We start by listening understanding your brand, goals, audience, and challenges. This phase includes research, inspiration gathering, and setting the foundation.
Awards & Recognition
This is where ideas come to life. We explore concepts, test variations, and craft intentional visuals that align with the strategy.
2014
Creative Awards
Visual Echo
2015
Behance
Canvas Theory
2016
Webflow Community
Layered Logic
2017
FWA
Brandshift
2018
CSSDA
Type & Tone
2019
Design Leaders Summit
Speculo