my story
hi there!
Hi, I’m Toni, the designer, creative strategist, and daydreamer behind the design shop.
I started this business because I believe branding should feel meaningful and empowering; not overwhelming or out of reach. I work closely with small business owners and creatives to build thoughtful branding and content that tells a story – your story and with clarity, beauty, and intention.
With over 30 years of industry experience working in design studios and advertising agencies across Melbourne, I have a deep understanding of the challenges businesses face; from tight budgets and demanding deadlines to limited resources.
With a background in design and a deep love for storytelling, I bring more than just pretty graphics to the table. I bring structure, strategy, and heart. My approach is collaborative, supportive, and tailored because no two brands (or humans) are the same.
At the design shop, it’s not about big agency polish. It’s about design that feels like you and works for your audience.
Let’s bring your vision to life, one intentional design at a time.
Why work with us?
At the design shop, listening comes first. Every project is thoughtfully tailored , never templated to reflect each client’s unique goals and vision. The team values clarity, consistency, and creativity in every design, ensuring the final outcome isn’t just visually striking, but also purposeful. Clients don’t just receive files; they walk away with confidence, knowing exactly how to use their new assets. With a clear, supportive process from start to finish, the design shop makes it easy to know what’s next every step of the way.
The global pandemic has changed businesses large and small, meaning we’ve been forced to change the way we operate to survive and expand. Many businesses owners have pivoted their business in response to the change. A pivot can result in good business performance by offering a sustainable path to profitability.
the design shop is here to allow all businesses to have a strong creative presence in the community with designed collateral at their fingertips. From the sole trader to the new local business, the design shop is a lateral extension of your business’s capabilities, cementing your strategic intent and showing your customers why they need you.