Brand. Design. Creative Solutions Built for Business.
Helping businesses build their brand, promote their business and stand out through brand design.
Contact Alan
Over 20 years in design. Focused on getting things done.
I combine creative thinking with commercial and production experience to take projects from concept to completion. I develop ideas quickly, work within budgets, manage production and keep projects moving without unnecessary delays or blowouts.
From brand identity and marketing design to print and signage, I create practical, purposeful work designed to deliver a result not simply look good.
From the first idea to the finished product, I make sure the work gets built, produced and delivered.
PROJECT
Packaging
CLIENT
Endeavor Consumer Health
Red Seal – Baking Soda + HAP Toothpaste
Red Seal developed a new Oral Health variant Baking Soda with Hydroxyapatite and needed to clearly differentiate it from their existing toothpaste while maintaining strong brand continuity. The challenge was to evolve the existing packaging system to support a more science-led, clinically positioned product without losing its natural oral care identity or recognisable brand elements.
The solution focused on refining the system to improve clarity, introduce stronger product differentiation, and create a more flexible structure for future variants.
- Kept core brand look and typography
- Maintained the Red Seal ribbon for recognition
- Introduced a solid colour base for easier SKU separation
- Refined illustrations for a more clinical feel
- Added helix graphic with metallic detail
- Included tooth illustration to show enamel benefit
- Balanced natural and science-led positioning
- Improved clarity between product types
- Worked through an iterative, collaborative process
Outcome: A more flexible packaging system that clearly separates products and supports future science-led variants.
PROJECT
Packaging Rebrand
CLIENT
Vitaco Health
Vitaco – Balance Sports Rebrand
Balance Sports Nutrition, a long-established New Zealand brand, needed a full packaging refresh to stay relevant in a more modern, natural, and competitive sports nutrition market. While the brand had strong heritage and trust, its packaging had become cluttered and inconsistent, making it harder for consumers to navigate. The goal was to modernise the identity for new health-conscious consumers while retaining the recognition and equity of its iconic black label.
- Modernised an established heritage brand for today’s market
- Simplified packaging for clearer navigation and stronger shelf impact
- Introduced cleaner typography and reduced visual clutter
- Created a structured system for communicating product benefits clearly
- Added a colour ribbon system for easy SKU and flavour identification
- Maintained core brand recognition while updating its visual language
- Resulted in a more contemporary, scalable, and consumer-friendly packaging system
Outcome: A modernised look and feel that competed with emerging brands.
0.1 Logo Identity Development. Graphical Flavouring call-outs and application across packaging and retail material and digital.
PROJECT
Integrated Campaign
CLIENT
Fletcher Building
Landscaping and Rural Campaign
The PlaceMakers catalogue needed to communicate a large and complex trade product range across categories like decking, landscaping, and fencing, while staying clear and usable for both professional builders and retail customers. The challenge was to balance high product density with strong navigation, brand consistency, and integrated digital touchpoints that supported real-world purchasing decisions.
Key highlights:
- Designed a clear visual system for a large, trade-focused product catalogueCreated strong hierarchy and navigation using consistent section banners and layout structure
- Used trade-led imagery and messaging to reflect real job-site usage and practicality
- Integrated QR codes to connect print with digital tools, pricing, and loyalty programmes
- Highlighted key commercial drivers like “Spend, Earn, Redeem” for engagement
- Applied structured grids and typography to manage high information density
Outcome: a clear, functional catalogue that improved navigation, strengthened brand clarity, and connected print with digital purchasing behaviour.
PROJECT
Website & Printed Collateral
CLIENT
Boehringer Ingelheim
Veterinary Health Hub
The Animal Health Hub was a concept proposal for a centralised veterinary education platform, bringing learning resources, training modules, and industry content into one intuitive digital experience. The concept explored how clear information architecture, a dedicated visual identity, and scalable UI design could simplify navigation, improve content discovery, and create a more accessible and engaging learning environment for animal health professionals.
- Built a centralised veterinary education platform combining learning modules, resources, and industry content in one hub
- Developed clear information architecture to simplify navigation and improve content discoverability
- Created a distinct “Animal Health Hub” identity with a clinical yet approachable visual language
- Introduced custom animal iconography and colour-coded navigation to improve usability and wayfinding
- Designed a modular, scalable UI system with reusable components and consistent typography
- Streamlined CMS workflows in Drupal to make content management easier for non-technical users
- Outcome: a scalable, user-friendly platform that improved access to veterinary education while balancing clinical credibility with modern digital usability
PROJECT
Integrated Campaigns
CLIENT
Boehringer Ingelheim
Livestock Campaigns
Boehringer Ingelheim required a series of seasonal livestock campaigns to promote its range of livestock drenches through veterinary clinics nationwide. The campaigns needed to connect with farmers in an authentic way while supporting veterinary teams with promotional activity, merchandise incentives, and in-clinic visibility.
Key highlights:
- Created seasonal livestock drench campaigns for veterinary clinics nationwide
- Developed a rugged visual style inspired by real farming environments
- Designed point-of-sale displays, merchandise, and campaign collateral
- Produced supporting social media content and digital assets
- Directed on-farm photography to capture authentic farming imagery
- Applied bold typography and messaging to maximise campaign impact
Outcome: A series of highly engaging seasonal campaigns that increased product visibility, strengthened connections with farming audiences, and delivered a distinctive, authentic brand presence within veterinary clinics nationwide.
Photoshoot, Design Direction, UX Design and Design of infographics for digital sales presentation.
PROJECT
Packaging, POS and Digital Rebrand
CLIENT
Harker Herbals
Harker Herbals
Harker Herbals, a long-established New Zealand natural health brand built on family trust and herbal tradition, needed to modernise its identity for international expansion. While the brand had strong heritage, its packaging had become dated and confusing, with unclear product naming and limited shelf impact. The challenge was to refresh the brand for a new generation of consumers while preserving its authenticity and trusted herbal reputation.
The work focused on simplifying the system, improving clarity, and creating a more scalable brand for future growth.
Key highlights:
- Modernised brand while keeping heritage
- Simplified “Harker” name for a cleaner identity
- Improved product naming for clearer benefits
- Redesigned packaging for better shelf impact
- Introduced botanical illustration style
- Added colour coding for easier navigation
- Improved typography and layout clarity
- Extended system into children’s range
- Created playful illustrations for kids’ products
Outcome: a clearer, more modern brand with a scalable system for local and international growth
PROJECT
Brand. Build. Launch.
CLIENT
Natural Meds
Therastore.nz
Natural Meds, originally a wholesale distributor of premium international supplements in New Zealand, needed to evolve into a direct-to-consumer (D2C) brand to create a new revenue stream. The challenge was to build a complete brand and digital experience from the ground up, including positioning, e-commerce design, and trust-building in a competitive online health market.
The work focused on simplifying complex product information, creating a clear online experience, and establishing a credible consumer-facing brand.
Key highlights:
- Shifted from wholesale to D2C online brand
- Defined audience and brand positioning
- Simplified complex supplement information
- Designed full e-commerce experience
- Built trust through clear product presentation
- Created natural, clean visual identity
- Used botanical imagery for authenticity
- Improved product browsing and layout
- Added simple icons for easier navigation
Outcome: A credible online brand that improved trust and created a new revenue stream.
Brand Roll-out and Launch – Online Store
PROJECT
Brand Identity. Online Store UX
CLIENT
Chasing Reds
Website UX
Chasing Reds required a bold, outdoor-inspired brand identity that could work seamlessly across both digital platforms and apparel. The challenge was to create a distinctive visual mark that captured an active, outdoor lifestyle while remaining flexible enough to scale across clothing, merchandise, and eCommerce touchpoints.
The identity was developed as a strong, recognisable logo system, supported by a broader design language that extended into apparel graphics, product branding, and digital presentation. The focus was on creating a premium yet functional aesthetic that would resonate with an outdoor audience and translate effectively across physical and digital environments.- Designed a bold, outdoor-inspired brand identity for Chasing Reds
- Created a flexible logo system for use across digital and apparel applications
- Developed supporting brand visuals for clothing, tags, and merchandise
- Extended the identity into premium outdoor apparel and product design
- Established a consistent graphic language for garments and brand assets
- Designed eCommerce presentation to support the online retail experience
- Ensured strong adaptability across print, digital, and physical product applications
PROJECT
Campaign Development
CLIENT
Hardy's Health
Hardys Health
Hardy’s Healthy Living required a cohesive creative approach across multiple channels to strengthen brand presence and communication consistency. The role involved leading both creative strategy and end-to-end design execution across digital, print, and broadcast platforms, ensuring every campaign touchpoint worked together as a unified brand experience.
- Directed creative strategy for Hardy’s Healthy Living campaigns
- Delivered end-to-end design across EDMs, website content, and advertising
- Maintained consistent multi-channel brand messaging and visual identity
- Developed integrated campaign assets across digital and broadcast platforms
- Strengthened brand cohesion across customer touchpoints
- Supported clear and engaging health-focused communications
Outcome: A unified multi-channel campaign system that improved brand consistency, strengthened customer engagement, and delivered a more cohesive brand experience.
©2026. Alan White. All work shown is property of respective clients.
