I’m a creative lead and designer who likes big ideas, clear thinking and getting things done. I love bringing people together to turn complex problems into creative work that feels simple, considered and human.
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Brand System Development
Brand Strategy and Creative Direction
Built and authored a 134 page brand system from the ground up, defining the principles, tools and standards needed to create a consistent global identity. Pressure tested the system across real world applications, defended the thinking behind it, and created a fully interactive digital e-book that turned the strategy into a practical tool for anyone working with the brand.
Sydney Swans Football Club
Brand and Campaign Creative
Directed the creative across major campaigns, match days and milestone moments for one of Australia’s most recognisable sporting brands. Took creative ownership across campaign, digital, publication and membership work, creating bold experiences that strengthened the connection between the club, its members and fans.
Kellogg's 100 Years Celebration
Event Creative Direction
Led the creative direction for Kellogg’s 100 year celebration, creating a vibrant event identity that brought a century of brand heritage to life. Developed the full event experience across print, digital and environmental touchpoints, including a commemorative recipe book featuring recipes from Manu Feildel.
IGNITE Annual Sales Meeting
Brand Strategy and Creative Direction
Built and authored a 134 page brand system from the ground up, defining the principles, tools and standards needed to create a consistent global identity. Pressure tested the system across real world applications, defended the thinking behind it, and created a fully interactive digital e-book that turned the strategy into a practical tool for anyone working with the brand.
Aspect DR and Aspect Sleep Trio
Campaign Creative and Art Direction
Created two distinct campaigns for premium skincare brand Aspect Dr, taking each from concept through to rollout across digital, social, print and event touchpoints. Balanced strong campaign ideas with considered art direction and detailed execution, creating work that felt distinctly Aspect while giving each campaign its own visual personality.
David Campbell
Event Creative Direction
Led the creative development of a vibrant event identity designed to build excitement and bring the community together. Created a bold, flexible visual system that came to life across outdoor, print and digital touchpoints, building a strong presence in the lead-up to the event.
Clean Ocean Clean Catch
Campaign Creative Direction
Led the creative direction of a community awareness campaign, turning an important sustainability message into something approachable, engaging and easy to act on. I built the identity from the ground up and brought it to life across outdoor, digital, social and community touchpoints, creating a recognisable campaign that encouraged positive behaviour change.
The Salvation Army (UK)
Editorial Design and Visual Storytelling
Led the design of Salvationist, creating engaging editorial experiences that brought the organisation’s work and the stories of its people and communities to life. Developed covers and feature layouts that gave each story its own visual identity while maintaining a clear and consistent publication style.
National Parks and Wildlife Service
Campaign Creative Direction
Led the creative development of a multi-channel advocacy campaign, building a clear and disciplined visual system across print, digital and outdoor. The campaign amplified key messaging while creating a consistent presence across every touchpoint.
Monty Bojangles
Packaging and Range Development
Developed the packaging for a new confectionery range, creating a playful and distinctive identity designed to stand out in a busy retail environment. The range achieved Great Taste awards and strong retail performance across the UK and Ireland.
Guinness and Baileys Chocolate Truffle Range
Packaging and Licensed Range Development
Developed packaging for a licensed Guinness and Baileys confectionery range, working within established brand guidelines while creating a cohesive and premium presence across the collection. The final range supported retail distribution while strengthening the products’ premium positioning.
Reading Beer and Cider Fest Campaign
Campaign Identity and Rollout
Led the creative direction and rollout for the Reading Beer and Cider Festival, creating a bold campaign identity that came to life across every event touchpoint.
About
Michael Blythe
I’m a Sydney based creative lead and designer who likes big ideas, clear thinking and getting things done.I’ve spent my career building brands, campaigns and creative experiences across sport, healthcare, government, events and some of the world’s most recognisable brands.I’m at my best taking something complex, finding the idea that makes it click, then bringing it to life with a high level of craft. I’m equally comfortable setting the creative direction, presenting and defending the thinking, or getting on the tools and making it happen.I also love building strong creative teams, giving people ownership and creating the kind of environment where great work gets made.Got a project, idea or opportunity? Let's chat
Contact
Let’s make something good.I’m always keen to hear about interesting projects, creative opportunities or just have a chat about what you’re working on.Email me, find me on LinkedIn or fill in the form below.