Who is L-J?
My name is Lainey-Joy (L-J for short), and I have worked as a driven graphic designer for over ten years. I’m an efficient, solutions-focused creative who thrives on problem-solving.
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Throughout my career, I’ve brought clarity and cohesion to every project, improve engagement with audiences, and bring ideas to life with purpose and care. My designs have enhanced campaign results and fostered better collaboration among departments.
Now, I’m looking to step into a senior creative role within a fun, values-led team, that I may learn and grow to some day lay the foundations for my own design studio.
Professional Experience
Apr 2019 - Mar 2020
Northern Beaches Council, Dee Why Australia
Reported to the Marketing Manager as part of the internal studio production team. My role was to uphold and apply the Council’s visual identity with integrity while creating accessible, engaging content for the local community.
Nov 2015 - Mar 2019
The University of Notre Dame Australia,
Sydney Australia
Worked for the Catholic University in the Marketing and Communications team. Reported under the Director of Marketing and Senior Graphic Designer and supported both internal departments and prospective student campaigns through thoughtful, targeted design.
Jan 2021 - Feb 2025
Active Super, Sydney Australia
Worked closely with the Head of Marketing and the Chief of Marketing & Digital Officer as part of a high-performing, collaborative team. My focus was to bring the brand to life through member-centric design that fostered engagement and built trust.
I bring heart to the hard stuff –designing brands with clarity, care,
and a little bit of fun.
Freelance Experience
Contracted as a graphic designer for organisations that needed thoughtful and creative brand solutions. Used a thorough step-by-step process and best practice to ensure the interpretation of the brief was met with clarity and understanding to their needs.
Apr 2019 - Mar 2020
Meta Development, Sydney Australia
Hired to create a brand for Meta development, a family-run property development company who sought a logo to represent the values of the family and its founders, visualised as a compass monogram.
From drawing sketches to creating high quality vectorised logos, it enhanced the values to symbolise direction and strategic growth. A selection of brand solutions was presented which enabled the client to review with positive feedback and immediate approval.
Nov 2015 - Mar 2019
Mermaids International, Sydney Australia
Collaborated closely with the founder of Different Strokes Swimming and Sydney Swimmers to rebrand the inner west adult and learn to swim schools. With attention to detail and research into the company’s values, the logo and brand identity created also symbolised the physical and mental representation of wellness and growth. Using simplistic typography, clever iconography and unified colour schemes, it immediately stuck a connection to the founder’s core values in a visual way.
Oct 2019
Nosila house, Wollongong Australia
The founder sought designs for a brand package and printed collateral of the new homeware store, to be launched in Illawarra, Wollongong. The brief was to design a homeware store brand that was modern, clean and eye catching to foot traffic. By collecting stories about the store, the founder of the brand and the interior furniture style featured at the store, the finalised brand embodied the essence and personality behind the company while still adhering to the brief given.