WHO IS
LAINEY-JOY?
Sydney-based senior graphic designer with 10+ years across corporate, council, and education.
I lead brands with integrity, curating visuals that perform across multiple channels.
Organised, adaptable, and trusted to keep projects moving, standards high, and teams supported. I bring heart to the hard stuff.
Clients I have worked with
Figure 1.0
Wellness Waves Australia
Brand & Art Direction
Role: Lead Designer
Scope: Brand identity and guidelines
Client: Wellness Waves Australia
I developed a unified brand identity for Wellness Waves Australia, a water therapy, learn-to-swim and adult swim squad business.
The brief was to move beyond generic wellness visuals and create a distinctive, trustworthy identity that balanced expertise with empathy. Through close collaboration with the founder, I translated the brand’s values into a flexible visual system designed to work across digital, print, apparel and merchandise.
The identity included:
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Primary logo and submark.
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Typography and colour system.
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Custom brand pattern.
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Clear-space and minimum-size guidelines.
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Apparel and merchandise applications.
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Social media templates.
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Project Outcomes
Delivered a cohesive visual identity system that clarified the client’s brand positioning and differentiated them in a crowded market.
Created a flexible logo lock-up and brand asset suite that streamlined internal communications and external marketing collateral.
Enabled the client confidence to launch new products and partnerships under a new unified brand narrative, supporting their growth and leadership goals.
Figure 2.0
Colonial First State
Freelance Design Support
Role: Freelance Design Specialist
Scope: Corporate, digital and production design
Environment: In-house studio
I joined the Colonial First State in-house studio as a freelance designer during a period of high demand. My role was to step into live projects, maintain brand integrity and deliver accurate, complex communications to tight deadlines.
Working across digital campaigns, event collateral, brochures, forms, disclosure documents and executive presentations, I supported the studio from concept to production. I also coordinated with external suppliers and refined templates to improve future workflow efficiency.
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Digital campaign assets.
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Event collateral.
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Brochures and forms.
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Internal and external communications.
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Executive presentations.
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Production coordination and template refinement.
Selected digital and brand applications developed
Outcomes
Enabled the studio to manage peak demand without compromising brand or compliance standards.
Improved production flow: fewer last‑minute changes, clearer files for suppliers and more predictable turnarounds.
Secured repeat engagement based on trust, reliability and end‑to‑end ownership of complex work.
Figure 3.0
Active Super
Design Ambassador & Brand Lead
Role: Senior Graphic Designer
Scope: Campaign, publication and digital design
Environment: In-house marketing team
Active Super is an ethical, member-focused superannuation fund. As Senior Graphic Designer, I helped bring its evolving brand to life through clear, member-centred design across print, digital, out-of-home and event channels.
Working closely with marketing, senior stakeholders, external agencies and suppliers, I translated campaign objectives into practical, brand-aligned creative. From acquisition campaigns and member communications to publications, events and regional signage, I managed work from concept to production; balancing trust, clarity, compliance and pace.
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Printed Publication Design
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Digital and Printed Campaign Collateral
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Brand Guidelines and Templates
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Out of Home B2B Campaign Design
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Social Media Templates
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Merchandising
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Events & Conference Installation
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Regional Office Signage Design
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Digital Member Journey Collateral
Live your best life
at Active Super
Selected work included a national acquisition campaign that expanded the fund’s reach interstate for the first time, delivered across radio, social, digital, publications and out-of-home advertising.
Outcomes
Supported the “BIG Questions” pre-retirement campaign, contributing to a 5% increase in member walk-ins and 12% more booked appointments.
Helped deliver 200 projects in one quarter, improving creative turnaround across internal teams and external suppliers.
Supported “Meet Your Local Super People” campaign direction and production, contributing to growth of more than 86,000 member accounts by January 2025.
SELECTED WORKS
This gallery showcases the range and depth of my design work. Alongside brand and campaign projects, you’ll find projects that demonstrate my eye for composition, colour and storytelling.
Together, these pieces highlight my craft, creative thinking and ability to lead design across different formats and disciplines.
