Hey! I’m Jasmine, a digital designer specialising in accessible UX/UI and brand storytelling.

I create inclusive, purpose-driven digital experiences that balance clarity, empathy, and sustainability. With 4+ years of experience across agency and in-house teams, I bring a systems-thinking approach to design, combining user-centred thinking with cohesive, meaningful narratives.

At Focus Group, I lead environmental and social impact initiatives, embedding sustainability into daily workflows, from low-impact design to simple, individual actions across the organisation. I advocate for accessible, ethical design while fostering a culture of awareness and change.

My work aims to make design a tool for long-term impact, whether by reducing cognitive load, strengthening brand clarity, or building systems that serve diverse users.

Growing up by the coast near Sydney, Australia, I was always surrounded by stories – in the rawness of the ocean, the depth of Indigenous culture, and the contrast of modern life shaped by nature. That early connection to place instilled a deep respect for systems, both environmental and human, and continues to inform how I approach design today.

After four years living and working in Rotterdam, I’ve recently found myself grounded back in Sydney. My time in the Netherlands expanded my appreciation for intentional design, architecture, and electronic music – all reflections of creativity driven by structure, rhythm, and experimentation. I find inspiration in the overlaps between design, culture, and sustainability, and often geek out on the details that bring these worlds together.

Before working in digital, I was a wedding photographer, documenting love stories alongside my photography teacher. That experience taught me the quiet power of storytelling: capturing moments with honesty and care.

Today, that same storytelling instinct lives in my design work. Whether shaping a user journey or defining a brand narrative, I believe every person and every product has a story, and design is how we choose to tell it. When aligned with care, clarity, and purpose, those stories can help shape a more thoughtful, sustainable future.