In early 2022, I was presented with the opportunity to become the sole design contractor for Varsity Burgers—one of Western Australia's most recognisable hospitality brands.

Known for its bold personality and heavily illustrative visual identity, Varsity approached me specifically for my illustration style and creative skillset, recognising a strong alignment with the brand's existing aesthetic and its ambitions for future growth.

The Challenge

As a fast-moving hospitality brand with multiple venues and an ever-evolving marketing calendar, Varsity required a creative partner who could consistently deliver high-quality illustration and design at speed.

The role demanded:

• A deep understanding of the brand's visual language.
• The ability to create original illustrations across a wide range of campaigns and subject matter.
• Fast turnaround times to support ongoing marketing initiatives.
• Flexibility to adapt creative output across digital, print and environmental applications.

The opportunity also presented a personal challenge—to push my creative capabilities further than ever before.

The Creative Approach

Working as an embedded extension of the Varsity team, I developed and delivered a broad range of illustrations and creative assets that supported the brand's marketing and communications across multiple touchpoints.

The partnership allowed me to:

• Create illustrations that seamlessly integrated into Varsity's distinctive brand identity.
• Explore new subject matter and visual themes that I hadn't previously encountered.
• Refine my ability to execute high-quality creative work within tight deadlines.
• Expand my design capabilities beyond illustration into broader brand communication and campaign development.

Every project required balancing creativity with consistency, ensuring that each new piece of work felt fresh while remaining unmistakably "Varsity."

Client

Varsity Burgers

Result

An ongoing creative partnership that strengthened one of Western Australia's most distinctive hospitality brands while pushing my illustration and design practice into new territory, expanding both my technical capabilities and creative range.