Folk is a design consultancy.

We like what we do. We don’t do what we like.

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    Michael Broadhead
    Managing Director

    Michael has over 20 years’ experience in brand and digital strategy, design and communications.

    He studied marketing management at the Australian Graduate School of Management, completed the L21 Leadership Program at Mt Eliza Business School, the Behavioural Economics program at Harvard Business School and the Leading Professional Services Firms program at Harvard Business School.

    He is a trustee of the Committee for the Economic Development of Australia, a member of the Australian Institute of Company Directors, and is a Non Executive Director of MTC Australia, a social enterprise providing training, education and employment services.

    Michael has global and regional experience with large multi-nationals and start-ups in Australia, United States, Singapore and China and has also worked with Federal and NSW Government agencies including the Department of the Prime Minister and Cabinet.

    Michael enjoys lifting the lid on a client’s business and understanding the dynamics of the market they operate in. He is a firm believer in creative consulting as a real source of competitive advantage - looking at issues through a different lens.




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    Graham Barton
    Creative Director

    Graham has enjoyed direct involvement in all aspects branding and design – in London and Sydney – for over twenty years. Since arriving in Australia in 2000 (too late for the Olympics), he has worked on iconic Australian brands, big and small, including NRMA Motoring & Services, Australian Museum, Sydney Symphony, APEC (Australia 2007), NAB, ATO, University of Newcastle and University of NSW. Most recently Graham and his team have developed brand identities for Concierge Travel Group, Jobs for

    NSW, Spinifex Recruiting, Infrastructure NSW, and the Phocas. Graham collected a Graphic Design BA (Hons) degree from The University of Central Lancashire, and a handful of awards here and there. He is a remarkable strategic thinker, a skill that is evident in every aspect of the design process he has put in place at Folk.  He actively engages in the development of brand strategy, believing it to be inextricably linked to successful design outcomes and is an active member of AGDA with a position on the board.

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    Peter Wright
    Business Director

    Peter has over 20 years’ experience in digital strategy, user experience design and product development. Prior to joining Folk, Peter held leadership roles in service design firms and digital agencies, including Symplicit and Next Digital. His background encompasses business development, project management and hands-on consulting, across a broad range of industry sectors such as telecommunications, media, financial services, education and the public sector.

    At Folk, Peter builds partnerships with clients, oversees strategic client relationships and engagements and contributes to the development of the user experience practice.

    Peter is interested in inclusive design, digital government transformation and the future of everything. He enjoys the variety of working with a diverse range of organisations and loves the challenge of creating better products and services to meet the constantly evolving expectations of consumers.

    Peter holds a BA in Communication Studies from the State University of New York. 

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    Gemma Dittl
    Client Services Director

    As Client Services Director, Gemma brings to Folk 14 years of experience within client service, spanning across employee communications, branding, marketing and advertising.

    Gemma has built strong and extremely positive relationships with her clients, always striving to solve any problem, aiming to deliver the best possible outcome. Detail, determination and enthusiasm are hallmarks of her client service style.   

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    Amelia Street
    Account Director

    Amelia is a graduate from the University of Technology of Sydney with a Bachelor of Design in Visual Communication and has been working in the design industry for the past 3+ years. Through her education and industry experience she has a solid understanding of the creative process and now utilises these skills in her account management role.

    Amelia enjoys a challenge and is naturally eager to ask questions and really get into the nitty gritty of the projects that she is involved in- making sure that she understands the problem that clients are trying to solve.

    She has worked on a broad range of projects, including corporate identity, corporate communications, advertising campaigns, direct marketing, video and website design for private sector and government clients in Sydney and Brisbane. Clients include, QLD Department of Communities, Child Safety and Disability Services, Orica, Infrastructure Australia, Amadeus IT Pacific and Class Super.

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    Michael Bloom
    Strategy Director

    Michael has spent his career helping organisations to define and shape how they create value for their customers. He has an inquiring mind and enjoys getting to the heart of problems and finding creative responses to the challenges presented. He works with an intuitive balance between creativity and pragmatic commercial thinking and champions co-creation processes.

    Bringing 15 years’ experience to the Folk team, Michael has worked as a Design and Strategy practitioner in the UK and Australia: building brands, re-structuring portfolios, reimagining customer experiences and services and galvanising internal cultures around change. He has honed his ability to facilitate stakeholder groups and create the kind of alignment and momentum required to make meaningful change.

    Michael has consulted across a diverse range of industries from telecommunications and entertainment to not-for-profit, government, finance, FMCG and health.

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    Gui Andrade
    Design Director

    Gui hails from Brazil, lives in Sydney, and has a name that is pronounced “Ghee”. 

    After starting his career over 8 years ago, working in one of the biggest publishing houses in Sydney, Gui went on a quest to learn all aspects of design. He believes in hard work, collaborating and never being entirely content.

    Specialising in branding, he applies his skills to design and identities, in both print and digital formats. Previous and current clients have included TAFE NSW, SGAC Fitness, Foxtel, Massimo Melle, Hansen & Gretel, Torrens University Australia, GHD and LinkedIn.

    In addition to his day job, Gui is also a street artist, having been commissioned by the City of Sydney tocreate a mural on Foley Lane, and is studying a Masters in Design at Torrens University Australia.

    Gui believes good design is accessible, and approaches each job with the same desire to create unique design solutions that are the best they can be, adding value to a client’s brand and keeping him inspired and challenged.

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    Andy Hearne

    Originally from England where he completed his degree in Graphic Design from Brighton University, Andy gained his experience in a number of leading London design agencies including Landor, Start JG, The Team, 300 million and Philosophy. He has been fortunate enough to work on a diverse mix of projects throughout his career, ranging from large re-branding

    projects, designing entertainment apps for London’s Great Ormond Street Hospital to producing illustrations for Lend Lease’s Olympic Park development. Andy’s focus is on branding, web design, print and illustration. He is a strong believer in starting every project with good ideas, as good ideas are bought to life with type, print, illustration and digital applications.

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    Alex Budge
    Digital Account Director

    Alex is a digital marketing specialist, with extensive experience across digital, social media, content creation and PR. Hailing from Scotland, she has progressed her career through agencies in London and Sydney over the past ten years.

    Alex works closely with her clients in the conceptualisation and execution of digital projects and strategy. She has the ability to grow strong relationships with her clients, acting on their behalf throughout projects and ensuring all projects are delivered to scope and on time. 

    She gets a great sense of achievement taking a project from inception to completion. She is passionate about user experience, digital and great content, and not afraid to challenge clients to get the best results.

    Her previous clients include; UNSW, ACYP, Legal Aid NSW, Vogue Australia, Lion Nathan, McDonald's, Land Rover, British Airways, Red Bull, Audi, Chanel, Asda/Walmart and Diageo.  

    Outside of work, Alex enjoys exploring as much of Sydney and wider Australia as much as she can.  

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    Lori Bautista
    Senior Account Manager

    With over seven years’ experience in the industry, Lori has a broad range of knowledge and skills to offer. Lori is from California where she graduated from San Diego State University, before her ambitions led her to explore a life in Australia while studying an MBA at the University of Canberra.

    Having started her industry career in 2007 as a Marketing Co-ordinator, Lori soon discovered she had keen interest and passion for combining creativity with business objectives. In 2008, she chose to immerse herself in the design agency profession, where she has remained and excelled as an account manager ever since.

    Lori has worked with a wide range of clients including Federal and State Government, large corporations, SME's, member organisations, not-for-profit, retail and cultural institutions. Her project experience extends across a broad range of projects, including brand identity, annual reports, corporate communications, advertising campaigns, direct marketing, tv and radio production and website design and development.

    Lori has an impressive track record for understanding her client's needs and delivering on those needs with outcomes both her team and clients can be proud of.

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    Sean McVeigh
    Experience Design Director

    As Principal Experience Designer, Sean brings 19 years’ experience of design leadership in digital products and services.  An evangelist for the marrying of customer outcomes to business strategy, Sean has provided human centred design solutions for a range of global clients who command an international reach and reputation. 


    With a career spanning both leading agencies and in-house positions at NSW Justice, Westpac, Commonwealth Bank, BBC and the ABC, he is a highly skilled and experienced in the practice of User Experience, Product, Service, Design Leadership & Management.

    Sean holds an honours degree in Industrial Design and is a fellow of the Royal Society of Arts.

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    Davina Gifford
    Lead Experience Designer

    With 10 years of agency and client-side experience in both the UK and Australia, has earned Davina experience across a broad range of industries including eCommerce, Finance, Education and Professional Services. She has experience leading projects of all sizes and brings significant experience in all aspects of human centred design, stakeholder engagement, user research, information architecture and UX design.

    Prior to joining the world of UX, Davina was a legal librarian working at some of the top law firms in London and holds a Masters of Information Management from Queensland University of Technology.

    Davina has Bachelor of Multimedia (Design), Masters of Information Management and member of:Information Architecture Institute, Interaction Design Foundation. She was the Senior UX Designer on Dulux Visualizer, an AR App for previewing paint colours that won Innovative Mobile App of the Year at the UK IT Industry Awards 2014 and Innovation of the Year at the EU Digital Communication Awards 2015

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    Anna Dixon
    Senior Service Designer

    Anna’s ten years’ experience in design and her work with clients in a wide range of industries equip her well for her role as Senior Service Designer, where she deals with problems that are wide-ranging in scope or that apply across multiple parts of a service.

    She applies design thinking techniques to address these kinds of problems, in both touchpoint-level UX and also in broad issues of how people and systems function holistically to deliver a service. Her practice in zooming in to scrutinise fine details, and out to check these against the “big picture”, is an invaluable aspect of her human centred design approach.

    Anna followed up her Bachelor of Design with UX training and post graduate work in Internet Communications. She has tutored Interaction Design at Sydney University, presented workshops Sydney and Melbourne design festivals. She is currently undertaking research into wearable technology as part of her Masters degree.

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    Ranjeet Elkunchwar
    Senior Digital/UX Consultant

    Ranjeet has over 8 years’ experience in Digital industry and has been instrumental in the delivery of award winning web & mobile sites, complex content management systems, native iOS & Android applications, interactive TV apps, intranets, integrated campaigns, interactive kiosks & installations, Augmented Reality applications, digital projections, CRM and eLearning tools.

    Ranjeet has a healthy mix of business acumen, a passion for holistic UX, sound grasp of technology, an eye for design, programming hard-skills and relentless customer focus. Ranjeet adds value at various parts of the product life-cycle.


    Ranjeet’s experience spans various sectors such as Government, Education, Media, Publishers, Real Estate / Property Development, Telcos, Retail, Automotive, Healthcare / Wellbeing, Pharmaceuticals, disruptive startups and big banner media agencies.

    Ranjeet is User / Human Centered Design (UCD) practitioner, inspired by Lean startup, Agile UXD and Design thinking. He is passionate about emergent technologies, holistic user experience and service design. He possesses tertiary qualifications in Interactive Multimedia and IT PM, as well as Agile Scrum certifications (PSM and CSPO). He teaches at post graduate level at UTS and guest lectures at GA Syd.

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    Casimir Nolan
    Digital Consultant

    With a broad digital skill-set gained from over 10 years' in web development, multimedia design, digital marketing and communications - working in both creative and technical capacities for agencies, client-side and freelancing - Cas' experience makes him an ideal member of any digital team.

    Joining Folk from Cochlear (the Aussie med-tech outfit that invented the bionic ear) and prior to that the National Breast Cancer Foundation, Cas brings to clients wide perspective, guidance and advice to make the most of any digital opportunity.

    Consulting with our clients from conception to delivery and beyond, eliciting project requirements, facilitating research, developing digital strategy and managing the end-to-end production of Folk’s Digital projects - Cas is "the guy you want on your digital team, period" (having heard that reference, how could we not have him on board at Folk?).

    Cas holds a BA Communications from UTS and a Bachelor of Design from SAE QANTM. 

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    Mark Brenchley
    User Experience Designer

    Mark is a strategic experience designer with a passion for outcome-driven innovation and the systemic impact it has on services, products and businesses.

    Mark is finishing off a double major in Digital Design and Professional Writing at Curtin University of Technology. He is also an alumni of Academy Xi’s UXT class.

    He aligns business objectives with customer needs by researching, designing and testing products and services.

    Mark loves a well-told story and the view after a hard mountain climb.

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    Zoe Chua
    Digital Account Manager

    With a background in the creative industries, Zoe specialises in the end-to-end delivery of digital projects and real world events. Her experience working for not-for-profits, start-ups and in the government sector provides her with the tools to help clients reach their business goals through smart design. As a digital producer, Zoe has worked with clients in the cultural and community sectors, including the Museum of Contemporary Art, the National Association of Visual Arts and the Community Sector Banking division of Bendigo Bank.

    Zoe is a process-driven creative who prides herself in producing high-quality work. She builds a strong rapport with clients from the get-go, and adopts a fine balance between design thinking and her keen attention to detail to put projects on the road to success. Zoe is passionate about her role in supporting design teams to do their best work, where her experience with agile methods and leading development teams is of great value. In her spare time you’ll find her wandering around art galleries or geeking out at an artist talk.

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    Chris Magus
    Finished Artist

    Chris has over 20 years’ experience in the graphic design industry including time spent as a studio manager and in-house designer with clients including Minter Ellison Lawyers, KPMG and Belvoir St Theatre.

    He has meticulous organisation and an eye for detail – essential requirements of the role. This highly skilled job requires Chris to have a high-end knowledge of the appropriate industry software (Adobe Photoshop, InDesign and Illustrator).

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    Damon Taylor
    Creative Artworker

    Damon has completed a Bachelor of Design (Graphic), University of Newcastle; Advanced Diploma in Screen & Media (3D Animation), AIE – Sydney; Graduate Diploma of Visual Effects, Rising Sun Studios (Adelaide).

    Since completing these courses Damon has worked for various design and media companies since 2000. He has a diverse set of skills; working in branding, print, illustration, 3D, motion graphics and video.

    He was Shortlisted for Best Use of Photography National Magazine Awards 2001 and featured in Behance’s Motion Gallery (Kid Aquarius vfx shot)

    Damon also spent 2 years living in the rice paddies of Japan, teaching English to school children. It was two of his craziest, yet fun and rewarding years of his life.

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    Juan Pablo Castro
    Digital Designer

    Juan Pablo (JP) has been in the design industry for over six years and has a love of clean, Swiss-style, functional design. His inspiration comes from the experience of living in different countries, the cities, architecture, people, arts and extreme sports.

    After completing a bachelor of Design in 2009, he start working as a lead designer for the internet based web agency Internetnatives, that he co-founded in 2010 with two Swiss partners. As the User Interface (UI) team leader, he designed long-term user interface quality for a large range of medium-sized Swiss businesses.

    As a designer, he is a problem-solver and strives to deliver the best solutions to the highest of standards. He also holds a Business Management Diploma, and being fluent in English, Portuguese and Spanish enables him to work remotely with clients worldwide.

    JP is a dreamer, ambitious, dedicated and curious, with a passion for sports, the outdoors, culinary delights and international travel. He has lived in Santiago, Hawaii, Rio de Janeiro, Wellington, Zürich and Sydney.

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    Kayne Chu
    Interaction Designer

    Kayne has been working his magic as a digital designer for over five years, creating online experiences that focus strongly on usability. In this time, he has gained valuable experience working on a wide range of projects involving websites, online campaigns and digital marketing for corporate clients Fairfax Media, Lowes and across other industries including engineering, retail and food companies.


    Kayne believes in creating digital experiences that engage and delight users across a range of mediums. With his in-depth understanding in front-end coding he is able to bring his ideas and concepts onto the screen seamlessly.

    Kayne graduated from UTS with a Bachelor of Design, Visual Communications in 2011.


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    Mel Stenner

    Fresh out of university.

    Mel recently graduated from the University of Wollongong with a Bachelor of Creative Arts in Graphic Design and a Bachelor of Communications and Media Studies in Journalism and Professional Writing. She has worked on a variety of design jobs involving logo design, branding and campaign design.

    Her focus in graphic design is on branding, campaign design and illustration. Her studies in Journalism also make her a keen writer.

    Mel is a regular beach cleaner down on New South Wales’ south coast.

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    Joanne Paterson
    Account Manager

    Studying a double degree of communications and innovation at UTS, Joanne has developed a unique skillset.

    Her journalism studies have provided her with a flair for writing and a passion for stakeholder engagement, while her innovation degree has exposed her to multidisciplinary teams and problem-solving techniques.

    It’s the combination of these skills that makes Joanne an organised, valuable and engaged member of any team. Her determined nature means she gives every task 100% effort and always aims to impress.

    Joanne loves a good trivia night at the local pub and spends a lot her time entertaining her 1-year old puppy at home. She hopes to one day tire him out, so he will sit still for at least 1 hour. 

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    Emma Lo Giudice
    Junior Account Manager

    Emma is a graduate from the University of Technology Sydney with a Bachelor of Public Communication, majoring in PR and advertising. Her experience in public relations agencies have given her a passion for well-managed stakeholder relationships, while her time studying advertising has equipped her with a love for creative problem-solving.


    Emma is passionate about brands, creativity and the power of good communication. She brings to the role excellent communication skills and a respect for great ideas executed well.

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    Hoyan Ngai
    Technical Lead

    After first gaining an interest in web development from helping various clubs and associations with websites during his time studying Computer Engineering at the University of Sydney, Hoyan had several stints in various small businesses to assist in providing them with an online presence. Hoyan then moved into the agency environment, where he has been ever since, spending

    most of his time concurrently performing hands-on web development whilst leading and managing both front-end and back-end development teams. Projects that Hoyan has managed and/or worked on span a multitude of industries, including FMCG, insurance, telecommunications and education.

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    Madura Silva

    Madura has 8+ years experience in web and standalone application development using C# along with design and programming for solution providers. Madura completed his Bachelor of Science in Computing and Information Systems, London UK and International Diploma and

    Advanced Diploma in Computer Studies, UK. Madura also has a professional MCTS (Microsoft Certified Technology Specialist) certification and has recently completed the level 2 certificate in Umbraco development.

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    Sandra Berzins
    Operations Manager

    Sandra has over 20 years of experience in the design industry and holds a BA in Industrial Design and a Certificate IV in HR Management.

    She has worked in Industrial and Graphic design industries in Melbourne and in Graphic, Print and Electronic Publishing industries in Sydney not only as a designer but more recently as Studio Manager. Sandra applies best practice quality management processes to Folk’s suppliers. 

    Sandra role also encompasses Production Management, including the sourcing of production quotes, negotiating prices, researching emerging technologies, making recommendations for production methods, managing suppliers to ensure deadlines are met, maintaining quality control, checking proofs and organising deliveries. She is proficient in the use of Adobe Creative Suite and various production applications.

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    Kelly Dobson
    Financial Controller

    Originally from the windy city of Wellington (NZ), Kelly has spent the last 14 years living and working here in Oz. She’s a highly accomplished Financial Controller with international experience who has worked for various large multinationals including; Caltex, Toll, Pepsi, Kellogg’s, Telstra, and Visy Recycling.



    Kelly thrives in the creative environment here at Folk, and in addition to her wealth of experience she also has a Bachelor of Commerce from Otago University (NZ). 

    Kelly is a passionate advocate of animal welfare. In her spare time, you’ll find her rescuing and re-homing stray and neglected cats and kittens. She loves staying active and is a dedicated runner.

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    He’s a dog. He likes to chase birds, sniff clients and bark at the local schoolkids in the afternoon.

    He doesn’t get a bio.

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Founded in 1996, Folk is based in Sydney’s inner west and has built a multi-disciplinary team of researchers, designers, technologists and strategic thinkers. From our origins as an industrial design consultancy, Folk is now recognised as a leading Australian brand identity and experience design consultancy.

In the corporate sector, we work with clients from industries such as professional services, technology, financial services and talent. In the public sector, Folk works at every level of government and has worked extensively on digital transformation and service delivery optimisation projects across health, education, social services and justice.

We work in a converted chocolate factory designed to fit our needs. Spread over three floors, our space is a mix of meeting and work areas, and includes a usability lab, photography studio , and workshop for tinkering.

We work hard to deliver considered creativity and considerate client service. We're specialists. We're intuitive and collaborative. We dare because we care. And we enjoy what we do.

Like any collection of people, we all bring something different to the table. Altogether, we're keener.

For technical depth and capability, we stand on the broad shoulders of our .NET development partner, Readify.

We’ve been working with Readify since 2008, creating digital products and services that people want to use.

Readify’s elite developers and consultants employ best practice software development processes. With over 300 technically brilliant people across the country, Readify is consistently placed in BRW’s Top 50 Best Places to Work and has been recognised as Microsoft’s Australian Partner of the Year.

Folk’s technical expertise and depth of resources is supported by our Drupal development partner – Morpht.

Morpht has long been a leader in Drupal and GovCMS website development and best practice development techniques are in Morpht’s DNA. Morpht consultants are well known as experts in the Australian Drupal development community and actively contribute to community events and open-source resources.


To learn more about Folk, please contact Michael Broadhead
on +61 2 9557 8122.