I work with passionate people to help design simple solutions for complex problems.

I thrive when working on projects that make a positive difference. This doesn’t mean every project has to change the world—but it should somehow make it a better place. I get excited about community-building and collaboration. I believe in helping companies develop lifelong fans—as opposed to simply selling products to customers.

While I tend to wear many hats, my energy is focused on my role as Founder & Creative Director of Lucid, a creative design and development agency with offices in New Zealand and New York City.

We are Shopify Plus Experts—and have been since the very beginning.

I’m from Nelson, New Zealand and live in New York City with my wife and three children.

Some of my recent observations on Instagram

#NYCObservation #574: Neat seeing a large mural in progress on the corner of Wooster and Spring Streets in SoHo.
#NYCObservation #573: Fun seeing W 83rd dressed up for a shoot—clearly set in an earlier time.
#NYCObservation #572: It appears there’s more infrastructure behind many of the subway ad posters than a simple poster frame. Or, perhaps this is the first step of installing screens where there were previously just posters.
#NYCObservation #571: I’m actually a fan of Zoom (and we use it at @lucid.nz) but their design (marketing and UI) could use some polish. Is this really the best ad they could come up with to attract new customers? I wonder what the conversion rate is on these ads—I bet it’s extremely low! If you’d never heard of Zoom, would you even give this a second glance? Even if you had heard of Zoom, would this compel you to check them out? I doubt it.
#NYCObservation #569: Amazing light this evening! A storm is definitely brewing. I love the stark contrast of the electric lights in the flower shop with the orange light reflecting off the clouds from the setting sun.
#NYCObservation #568: When the temperatures get over a certain threshold, NYC opens Cooling Centers throughout the city for the elderly and vulnerable—and anyone who needs them. This one is closed on the weekends but the public libraries (and many other places, no doubt) are designated Cooling Centers. There are thousands of them around the city. And it appears that @lyft is offering free rides to select ones. Nice.
#NYCObservation #567: It’s illegal and there are hefty fines for opening a fire hydrant without a permit. However, if you’re over 18, you can go to your local fire station with ID, fill in a form, and the firehouse will install a spray cap, which you can then open for recreational use. Cool, right? I love NYC.
Reposted from @lucid.nz: Huge congrats to @wave.meditation on the launch this week! So great to see the product live and experience it in real life.

My main focus

Lucid, Founder & Creative Director

We design and build beautiful brands, websites, and apps to help passionate companies grow. Shopify partners since the beginning.

Other projects—past and present

Kirby Lane, Creator

Public community space in Nelson, New Zealand.

A Good Umbrella, Creator, Designer & Developer

An experimental ecommerce site built on Shopify playing with same-day deliveries, weather-based Google AdWords scripting, realtime weather data….

The Bridge Street Collective, Founder

Award-winning coworking space in Nelson, New Zealand.

The Foodbank Project, Creator & Advisor

Not-for-profit online grocery store where all items purchased are donated to Salvation Army food banks around New Zealand.

Your Project?

Get in touch. I'd love to chat.