LiFE!
LiFE! is a premium Australian brand (under the Slumbertrek umbrella) specialising in beautifully designed, trend-setting portable beach and outdoor equipment that combines style with sun protection.
I partnered with the team at Slumbertrek to deliver a diverse range of creative assets for multiple LiFE! collections. From their flagship Signature range to exclusive lines tailored for major retailers like Anaconda, Spotlight and Big W, I provided end-to-end visual solutions.
My work bridged digital and print, encompassing studio, lifestyle and event photography, campaign video production, digital asset creation, and retail-ready packaging design, including point-of-sale (POS) displays and swing tags.
Scope
+ Email Marketing
+ Digital Media; Social Content, Ads
+ Videos
+ Swing Tags
+ Packaging
+ Photography
LiFE! Signature Range Launch
The LiFE! Signature range launched in late 2024, perfectly timed for the peak of the Australian summer. To celebrate the release, the brand hosted an exclusive media luncheon on the beach in Melbourne, inviting twenty top-tier media partners and creators to experience the collection first-hand over coastal-inspired cocktails and a three-course lunch.
My role was to bring the playful pinks and reds of the collection’s ‘Rosette Dream’ colourway to life, starting with the invitations and launch social assets to build anticipation.
For the day, I was responsible for crafting a cohesive on-site visual experience that complemented the gorgeous tropical blooms and beachfront setting. This included designing everything from custom posters and event signage to the personalised menus and place cards that styled the tables.
I also captured the atmosphere as the official event photographer, documenting the guests interacting with the products; including the show-stopping beach carts filled to the brim with gear, to ensure the brand had a rich library of content to sustain the launch momentum.
Vibrant & Coastal | Playful & Sun-kissed
Carousel sneak Peak
Event Photography
LiFE! AO Event
To celebrate the launch of the 2025 LiFE! beach range, the brand hosted an exclusive, high-energy event for top-tier creators and media partners during the Australian Open. The experience kicked off with an intimate collection preview and beach-themed cocktails on the sun-soaked pool deck at The Langham, Melbourne, before guests embarked on a scenic boat transfer to Melbourne Park.
For this campaign, I designed the digital invitation suite, creating a “tennis-meets-beachy” aesthetic that perfectly bridged the sporty energy of the tournament with the relaxed, vibrant style of the new product range.
I was also on the ground at The Langham as the event photographer, capturing the styling of the new collection, the lively atmosphere on the deck, and candid moments as guests interacted with the product preview, ensuring the brand walked away with high-quality assets that beautifully showcased the launch in action.
Game, Set, Beach!
Event Photography
LiFE! range for major retailers
Beyond their core line, LiFE! partners with major national retailers to offer exclusive, individualised product ranges. Working closely with the brand’s internal designer, we explored a variety of distinct visual styles to ensure each collection stood out on busy retail shelves. My contribution spanned the full creative process, from conceptualising and designing point-of-sale (POS) display packaging, belly bands, and custom-shaped swing tags, to executing both the studio product photography and the lifestyle campaigns.
For the swing tags, we got to explore custom die-cut shapes across the ranges, utilizing a layered three-tag system. The first tag focused purely on the brand overview, the second was product-specific featuring an illustration or image with technical details, and the final tag served as consumer education to point out the sun protection, proudly highlighting the hook “Built for fun under the Sun!”. The designs shown below are the concepts I had a lot of input in creating.
Big W: Coastal Range
The creative direction for Big W’s Coastal Range was anchored in nostalgia, built around the core concept: “Beach vibes since ’93.” Following the brief, I incorporated fun, trendy typography for the main LiFE! logo, utilized a playful, bold font as the main background element, and developed a custom circular emblem featuring the heritage tagline.
Big W: Isla Range
In contrast, the Big W Isla Range required a softer, tropical aesthetic. The brief focused on integrating a fun element from the product’s flower pattern directly into the design of the swing tags and POS displays. I paired a playful, Hawaiian-style font for the primary branding with a striking lifestyle background featuring a close-up of water overtaking the sand. To make the collection pop on the shelves, we played with a beautiful contrast of colours, pairing vibrant yellow packaging against the deep blue of the product itself, creating a high-impact, cohesive look from product to tag.
