The brief
AGDA is Australia’s peak body for professional graphic designers. I became a member in 2017, was appointed Chair of the QLD Council in 2018, and joined the board as President in 2021. Post-COVID, the design landscape had shifted — and so had the needs of our members. AGDA needed to evolve beyond its event-based legacy and become a national, future-facing organisation with purpose and impact. The challenge: shift perception, professionalise operations, and elevate the role of design in business, culture and society.

The project
Working with the board and GM, we developed AGDA’s first three-year strategic plan — grounded in member feedback, industry research and our shared experience. The plan focuses on four key pillars: elevating the role of Australian design, engaging our community, energising the annual awards program, and expanding professional development.

Strategy
Support and strengthen the design profession by providing practical, affordable access to initiatives that upskill and enrich a designer’s creative practice. Help current and future generations of designers navigate change, advocate for their value, and access the tools and opportunities to thrive. Position design as a respected profession — not just a service.

Execution
I work closely with the GM and national board to identify challenges and offer practical, solution-focused responses. Whether it’s refining membership structure, improving operations, or developing new programs, my role is to listen, support, and help shape systems that serve the needs of our members. Our work has increased membership, grown revenue and built stronger national consistency — all with the aim of securing AGDA’s future.

Outcome
AGDA now operates with a clearer focus, stronger governance and a more sustainable business model. We’re better placed to support members, lead national conversations and advocate for the value of Australian design.

My role
President since 2021. I provide strategic and operational leadership alongside the GM — across governance, positioning, national board development, program strategy, financial oversight, risk management, and stakeholder engagement.

Contribution and learning
This role has sharpened my business skills and deepened my appreciation for how real change happens — through listening, structure and long-term thinking. I’m practical, collaborative and solution-focused.
It’s also taught me how to honour AGDA’s legacy while evolving the association to stay relevant — acknowledging the emotional connection many members have, while carefully steering it toward a stronger, future-ready position.