BUILDING DESIGN DNA

When I joined Aussie Grit Apparel, the goal was clear — to help bring ex-formula 1 driver Mark Webber’s vision to life. The brand was inspired by his belief in staying mentally and physically strong through time spent outdoors. Our challenge was to translate that philosophy into a cohesive brand experience — one that connected people not just through products, but through purpose.

My role was to establish the brand and design direction across every physical, human, and digital touchpoint. From performance sportswear to digital platforms, retail experiences, and event environments, I worked to ensure that every interaction felt true to the spirit of outdoor endurance — honest, resilient, and purposeful.

This meant shaping everything from product aesthetics and materials to visual identity, photography, and user experience, aligning every detail around a single narrative: enabling people to train, explore, and push boundaries in the great outdoors.

By building consistency across the brand — and connecting its physical presence with digital storytelling — Aussie Grit Apparel became more than a sportswear label. It became a platform for celebrating the power of nature, movement, and mental fortitude.

Focus on Function interviews