About

SydneyAlthea

I’ve built my career working in-house on marketing teams, which allowed me to explore many facets of design, from product photography and photo editing, to trade show booth design and

My work is all about how we grow brands and campaigns. A campaign isn’t just a success from its launch, it’s success is how it continues to live, how its creative responds as the customer interacts with it, and how the messaging changes to reflect this growth.

I’ve always had a love for watching things grow and change

I balanced my day job with personal creative work, like collage and woodblock printing, which garnered attention from a few indie publishers. Eventually, I got offers from more established magazines, so I decided to design for Showcase on a freelance basis. This allowed me to work on other cool projects, from emerging brands to current events.

My creative approach—no matter the medium—is to find points of tension behind the idea I’ve been assigned or am interested in. I do several iterations on each point and usually end up refining the one I find most controversial.

For me, controversy isn’t about instigation, but rather, a way to arrest your audience. It’s a way to plant a little bit of desire in their hearts; a yearning to turn the page and learn more about your idea. Ultimately, it’s about creating memorable images.