About
Part human. Part machine.
Part Machine is a Melbourne-based creative and marketing business built on a simple idea. Take 20 years of real design and marketing experience, combine it with the most capable AI tools available, and deliver work that genuinely moves the needle for Australian businesses.
The name says it all. Human enough to think strategically, understand your audience, and make creative decisions that actually mean something. Machine enough to move faster, explore more, and deliver more than was ever possible before.
The story
Why Part Machine exists.
I have spent over 20 years working in design and marketing. Agency side, in-house, and independently, across some of Australia's most recognised brands and a long list of ambitious smaller businesses who deserved better than they were getting. Based in Melbourne, I work with businesses across Victoria and Australia, from solo founders to growing teams who need a senior creative partner without the agency overhead.
When AI started changing what was possible in creative work, I paid close attention. Not because I was worried about being replaced, but because I could see immediately what it meant. The output that used to require a team, a big budget, and weeks of production time was now within reach of any business willing to invest in the thinking behind it.
The missing ingredient is almost always the same. Not the technology, that part is accessible to anyone. It is the creative and strategic experience to know what to ask for, what to push back on, and what to keep refining until it is actually right.
That is what 20 years in this industry gives you. Experience that shapes the brief. AI that accelerates the work. A human eye on every single output before it reaches you.
AI is genuinely extraordinary. In the right hands, with the right brief, it produces work that would have cost many thousands of dollars just a few years ago.
Everyone has seen AI slop. The generated image that looks almost right. The copy that says everything and nothing. The logo that feels like it came from a template nobody designed. It is everywhere, and people can spot it. What they are really spotting is AI without instinct behind it.
The difference is human critique applied at every step. Knowing when to push further, when to scrap it, and when something is genuinely ready. That judgment is what separates AI output that builds trust from AI output that quietly destroys it.
"Good, fast and cheap. Pick two."
The Part Machine reality
Good, fast and affordable. You no longer have to pick two.
AI changed the economics of creative work. Experience makes sure the output is worth having. That combination is new, and it is what Part Machine is built on.
What I bring
The depth behind the work.
Craft
Deep fluency in design fundamentals. Typography, layout, visual systems, colour, hierarchy. The part of the work AI can accelerate but cannot replace or judge.
Strategy
Knowing why a piece of work exists, who it is for, and what it needs to do. The thinking that turns a deliverable into a result for your business.
Range
Agency, in-house and independent. Across property, finance, retail, manufacturing, professional services and more. Pattern recognition across sectors means faster orientation on your brief.
Judgment
AI can generate a hundred options. Experience knows which one is worth pursuing. Every output is scrutinised, refined and perfected before it reaches you. No AI slop. Ever.
How I work
Six things I believe about good work.
- 01
Intent before output
Every piece of work starts with a clear reason to exist. If we cannot say what it is trying to do and for whom, we are not ready to make it yet.
- 02
Embedded, not at arm's length
I work alongside you, not at a distance. The closer I am to your business, the better the work gets. That is not a preference. It is a pattern.
- 03
AI amplifies, experience decides
AI handles the volume and speed. Experience handles the direction and the edit. You need both in the same person for either to be worth anything.
- 04
More options, better outcomes
AI means we can explore more directions before committing. More prototypes, more concepts, more confidence in the final decision. That is genuinely new.
- 05
Measurable, not just beautiful
Design that looks great but does not perform is not good work. Both matter. I care about whether it moves the needle, not just whether it wins awards.
- 06
One point of contact
No handoffs, no account managers, no lost context. You deal with me directly, start to finish. That accountability is part of what you are getting.
Tools
What I work with.
The right tools depend on the job. These are the ones I reach for most. Staying across the best available technology is not optional. It is part of delivering work that is genuinely ahead.
Design and creative
Adobe Creative Suite / Figma / Kittl / Lovable / Runway
AI and intelligence
Claude / ChatGPT / Midjourney / Adobe Firefly / Higgsfield / Perplexity / ElevenLabs
Web and digital
Webflow / WordPress / Shopify
Marketing and analytics
Mailchimp / Meta Ads / Google Ads / GA4
Sound like the right fit?
If you are looking for a creative partner who knows how to turn AI into a genuine business advantage, let's talk.