RACreate

RAcreate is my independent creative practice.
I work as a Strategic Creative Director with nonprofit, health and cultural organisations.

For over three decades, I’ve worked across brand identity, campaign communications and organisational storytelling, both internationally and within Australia. Over the past 15 years, my focus has centred on fundraising, audience engagement and institutional communication within the nonprofit sector.

I partner with organisations and their teams – including fundraisers and copywriters – to shape brand and communication systems across print, digital and multimedia. My work spans acquisition appeals, Gifts in Wills communications, community fundraising campaigns, institutional publications and identity frameworks.

Often brought in when direction is still forming, I help clarify thinking and translate it into clear, coherent creative outcomes.

My practice is built through long-term partnerships and referral.

Portfolio

My portfolio presents selected strategic communications and fundraising projects developed for nonprofit, health and cultural organisations.

These examples demonstrate the integration of audience insight, donor lifecycle thinking and brand systems across acquisition, retention and institutional reporting.

Selected examples of earlier international brand and advertising work are available on request.

Save the Children Australia

National brand identity leadership and fundraising communications stewardship within a global humanitarian organisation.

Led the redesign and rollout of the Australian identity framework, aligning emergency appeals, donor lifecycle communications, program sub-brands and annual reporting under a cohesive national system implemented across print, digital, and campaign environments.

Peter MacCallum Cancer Foundation

Creative development across legacy giving, community and events fundraising, supporter welcome materials and merchandise, including FIA award-winning Growth Giver campaign.

North West Melbourne Primary Health Network

Long-term creative collaboration across large-scale annual reports (often 80+ pages), strategic and commissioning frameworks, public health campaigns and advertising initiatives.

Led the design of complex, data-rich medical and governance publications, translating dense information into structured visual systems. Development of interim brand identity elements, infographics, animation and multimedia presentations.

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Foodbank Victoria

Creative direction and concept development across integrated fundraising campaigns and donor communications.

Australian Conservation Foundation

Concept development and creative execution across environmental fundraising appeals and campaign materials.

Alannah & Madeline Foundation

Creative development across fundraising appeals, legacy giving and campaign communications over a seven-year partnership.

Environment Victoria

Early-stage concept development and campaign design across appeals, advocacy initiatives and public-facing media, collaborating on how complex environmental issues are framed for donor and public audiences.

Stroke Foundation

Long-term creative partner (10+ years) across fundraising appeals, legacy giving and community campaigns.

Red Nose

Creative development across annual reporting, fundraising appeals and campaign identity systems over several years.

PP&VA The Joan Sutherland Performing Arts Centre

Creative direction and design across season campaigns, strategic publications and annual reporting over a 13-year partnership, developing cohesive visual systems and secondary event identities to support audience engagement and growth.

Tanna (Feature Film)

Design of pitch documents, press kit and promotional materials for the Academy Award–nominated film.

Other Film Projects
Development of film treatment documents, pitch decks and promotional materials supporting independent screen projects.

United Way Australia

Visual refresh and system development for Dolly Parton’s Imagination Library in Australia, including guidelines, templates and supporting communications collateral.

Headspace

Design of annual reporting and supporter communications, including community fundraising and corporate partnership materials.

Very Special Kids

Annual report and campaign design, presenting impact, financial reporting and stakeholder communications in clear, accessible formats.

Secretariat of the Pacific Regional Environment Programme

(SPREP) Illustration and campaign materials for environmental education initiatives across Pacific Island nations, including multilingual magazine advertising.

East Melbourne Primary Health Network

Annual reporting and visual translation of brand strategy, including animation and multimedia communications.

Peninsula Health

Communications design across magazine publications, annual reporting and campaign materials within a large metropolitan health service.