ABOUT

I was brought in to create a custom illustrated icon suite as part of the new brand platform for Instant Kiwi, one of New Zealand’s most recognisable gaming brands. Working alongside a wider brand refresh led by DDB, I developed a loose, hand-drawn illustration style inspired by the tactile, scratch-and-win nature of the product. Originally created to launch a partnership with Married at First Sight Australia on ThreeNow, the work evolved into a system of more than 100 custom icons that became a key visual element of the refreshed brand. The illustration style was later adopted as the foundation for Instant Kiwi’s motion design language, extending across digital campaigns and TVCs, helping shape how the brand moves and behaves across channels.