As the Executive Creative Director of SHIFT, Simone lives and breathes brand design. She believes in the power of design thinking to affect meaningful and transformative impact for businesses, brands, and people alike.

With over 18 years’ experience in brand design, Simone is passionate about using design as a vehicle to tell a brand’s story and to inspire brand belief, both internally and externally.

As a creative leader, Simone believes in cultivating an environment that inspires creativity. She is passionate about leading by example, and creating a culture of respect, honestly, humility and integrity. Simone remains actively involved as a designer within SHIFT, to remain in the trenches with my team and keep herself energised as a true creative at heart.

Her role involves driving her team to push beyond their own creative boundaries in the pursuit of highly crafted, excellent design solution that live up to world-class industry standards and trends in order to grow their clients. As such, Simone and her team have been recognised with numerous local and international design awards (*See full list attached.)

She has served as a Loeries Awards judge ((Design) in 2009, 2012, 2015 and 2017, 2019, 2021. A career highlight is serving on the D&AD Awards judging panel (Direct) in 2019. Simone is passionate about growing and nurturing young creative talent by fostering growth and creative excellence.