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> https:// dan.newman.is / a / designer /

Kia ora. Hello. I’m Dan Newman (aka @danserif), a designer who’s been building brands, teams, and online/offline things since the early 2000s.

Over the past two decades I’ve led design teams and worked hands-on at startups like Xero, Axiom, and Stedi; as well as at agencies, designing award-winning work for the likes of the Klim Type Foundry and Te Papa Tongarewa (Museum of New Zealand).

I have a Master’s degree in Computer Graphic Design from the Whanganui School of Design (New Zealand), which included a scholarship to study at Nottingham University (England), and FH Oberösterreich (Austria).

These days, I live in Te Whanganui-a-Tara (Wellington), Aotearoa (New Zealand) with my partner Noush, and our dog, Ada, a black/chocolate labradoodle who loves sticks, fetch, and the beach.

I’ve designed everything from websites, apps, installations, and design systems to conferences, keynotes, swag, office fitouts, posters, billboards, advertising campaigns, logos, and brands (both working hands-on and directing teams).

These projects were created with in-house teams at startups, or for clients while working at studios and agencies. I’ve had the pleasure of working with amazingly talented folks and I could not have done this without them.

I now work primarily on branding tech startups and provide advice and design leadership for growing teams. I also coach/mentor designers.

If you’d like to work with me, you can via DaaS (Graphics) aka Dan as a Service. The following is a selection of my favourite projects. \m/

  • Klim
  • Xero
  • Axiom
  • Callaghan Innovation
  • Delivereasy
  • Te Papa
  • Springload
  • NZ On Air
  • Airwallex
  • DIA
  • NZ Government
  • Loophole Labs
  • Stedi
  • ACC
  • Koordinates

Kendall Miller

Kendall Miller

Advisor / Co-founder

⌙ GBA

“Dan is the best designer I’ve worked with hands down. He has the strategic thought and experience to think through what matters, why it matters, and importantly—what doesn’t matter. And then he builds—with high level direction he can come up with the aesthetic, and nail it. He also works well with others and ... is a delight!

I hope to h*ck I have opportunity to work with him again. And I know whoever does is getting the best there is.”

Kris Sowersby

Kris Sowersby

Director / Lead Type Designer

⌙ Klim Type Foundry

“Listen, I acknowledge off the bat that I’m the client from hell. I’m a designer with very specific tastes and exacting standards. It was a long, gruelling project that pushed technical and aesthetic limits.

But Dan pulled through. He deftly managed my expectations while navigating the complexities of an agency and made a world-class site that continues to reverberate through the industry. Which is a polite way of saying it’s so f**king good that people are still ripping it off!”

Gregory Taylor

Gregory Taylor

Founder / Author

⌙ Enter Startup

“Dan is the best designer I’ve worked with, full stop. The combination of aesthetic instinct and technical execution is rare enough, but what sets him apart is genuine business acumen.

He understands that design has to do a job, not just look good. Add to that true range, real personality, and a level of helpfulness no AI tool comes close to, and you have a seasoned pro who isn’t getting replaced by a robot any time soon.”

Neil Jagdish Patel

Neil Jagdish Patel

CEO / Co-founder

⌙ Axiom

“Dan you are everything I’ve ever wanted in a sparring partner in design! I respect that you give me space to try things out while guiding them into a good place with your experience. I’m very excited where we are heading with our brand, and grateful you’ve helped us stand out in a sea of startups.

I really appreciate you jumping into different areas of the business (marketing, sales etc.) to help us scale. Your fingerprints are all over Axiom and it’s amazing!”

Elizabeth Cretney

Elizabeth Cretney

Design Director

⌙ Springload

“Dan you are an absolute superhuman. I’ll always remember when I first met you for a coffee after you were hired as my boss. You asked “How can I help?”. I appreciate so much how you listened and included everyone in developing our team and practices.

I have seen the people and work flourish, and how thoughtfully you’ve looked after the team members facing challenges. You have been the bedrock of our wonderful, fun, and inclusive team culture, thank you for all you have given (and all the sleep you have lost!).”

Philip Fierlinger

Philip Fierlinger

Head of Design

⌙ Xero

“I’m extremely grateful to Dan for always pushing us to deliver truly beautiful work, while building and mentoring a powerhouse team (from 2 people to nearly 20), under incredibly challenging pressures and timeframes. Thanks to Dan’s talent, commitment and resilience our work and our team delivered to an extremely high standard. We couldn’t have scaled the team or maintained our high quality standards without him. It’s an understatement to say Dan had a huge and very positive impact on Xero.”

DaaS (Graphics) Founder / Creative Director Remote (NZ) 2025 ····
 
Axiom Head of Design Remote (US) 2022—2025
Stedi Design Lead Remote (US) 2021—2022
Springload Creative Director Wellington (NZ) 2017—2021
Koordinates Head of Design Wellington (NZ) 2015—2017
Xero Creative Director Wellington (NZ) 2012—2015
Tigerspike Creative Director London (UK) 2010—2012
Flightless Designer / Frontend Engineer Wellington (NZ) 2007—2009
The D.A. Co-founder / Designer Whanganui (NZ) 2001—2007
Masters (MCGD) Waikato University (HLZ) New Zealand 2005—2006
Scholarship Nottingham University (EMA) England 2005—2006
Scholarship FH Oberösterreich (LNZ) Austria 2005—2006
Bachelor (Honours) Whanganui School of Design (WAG) New Zealand 2001—2005
Red Dot Award Best of the Best(2)
Type Directors Club Certificate of Typographic Excellence
AGDA Awards Pinnacle(1) Distinction(3) Merit(2) Finalist(4) Judge’s Choice(6)
Communication Arts Award of Excellence (Typography Annual)
D&AD Shortlist(2)
Best Awards (DINZ) Gold(2) Silver(6) Bronze(5) Finalist(14) Judge(1)
 
Member Designers Institute of New Zealand (DINZ)

Dan Newman

P-01 // Dan Newman. Professional Designer. Amateur Photographer.

/filing/images/dan-newman.jpg (335kb) // Photos by Steve Montgomery.

Born 1982 (Wairarapa)
Location Miramar Peninsula (Te Motu Kairangi)
Ethnicity Pākehā (European)
Citizenship New Zealand (Aotearoa)
Status Self-employed (Company Director)

Dan Newman is a New Zealand-based designer and creative director with more than two decades of experience building brands, products, and digital experiences. He has led design teams and worked hands-on with companies including Xero, Axiom, and Stedi, as well as agencies and independently for startups through his studio, DaaS (Graphics). His work spans creative direction, leadership, identity and branding, websites, marketing, and product, with a focus on typography, craft, and enduring design.

He holds a Master’s degree in Computer Graphic Design from the Whanganui School of Design and the University of Waikato, including scholarships to study at University of Nottingham and FH Oberösterreich. His work has been recognised internationally with honours including the Red Dot Award (Best of the Best), D&AD Awards, Communication Arts Typography Annual (Award of Excellence), and multiple Best Awards and AGDA Awards wins and distinctions.