Agency. Websites. Design. Branding. Presentations. Business Cards. Team. Events. Gin. Kombucha. Tote Bags. Posters. Patterns. Colours.

Client Springload
Project Redesign
Years 2017—2021
Location Wellington
Role Creative Director
Agency Springload
Category Agency
Formats Digital, Brand
Fonts Untitled Serif, Untitled Sans
URL springload.co.nz


Springload Mountain Gin

Mountain Gin by Southward Distilling. Holiday gift designed for Springload clients. (2020)

Springload Mobile

Montage of the springload.co.nz site.

Springload Tote Bags

Two team totes. Alliteration.

Springload Logo


Springload Colours


Springload Te Pipītanga Logo

Te Pipītanga (Te Reo Māori Logo)

Springload Te Pipītanga Poster

Te Pipītanga Poster

Springload Singlet


Springload Design

Design (Landing Page)

Klim Type Foundry

Klim Type Foundry (Case Study)

Springload Sales Presentation (Team)

Sales Document (Team)

Springload Sales Presentation (Profile)

Sales Document (Profile)

Springload Business Cards

Business Cards

Springload Poster


Springload Homepage


Springload Work

Work (Case Studies)


ACC (Case Study)

Springload People


Springload Sales Presentation (LIC)

Sales Document (Case Study)

People Of Springload

#PeopleOfSpringload (Profile Photos by Proflie Photos)


Logo Comparisons

Comparing Untitled Sans & Untitled Serif.

Competitor Logos

Comparing potential competitors logos with Springload.


Testing type treatments for pitch documents.

Halloween! Boo!

Boo! Halloween homepage easter egg.


A11y testing buttons and colours.

Pets Of Springload (Ada)

#PetsOfSpringload featuring Ada.

People Of Springload (Liam)

Not a horse AKA #PetsOfSpringload — this is Liam, a front-end developer.

Logo Comparisons (Printed)

Printed iterations of the logo for comparing AKA voting.

Springload Te Pipītanga Logo

Testing a combined Springload Te Pipītanga logo.

Profile Photos

Clearcutting profile photos for use in collateral.

Sales Presentation

Sales documentation using profile photos to help highlight avaliable services.

Bottle Labels

Artwork for the gin and kombucha bottle labels.

Business Cards

Alternative business cards.


Springload Experience Team (Gradient)

The wonderful Springload Experience team (c2020) arranged by gradient. A few fine folks missing due to pending photos.

DINZ Best Awards

Some of the talented team getting a Gold Pin at the Best Awards. Photo by DINZ.

Dan Brand Guidelines

Dāāān Guidelines™ — Some of the team dressed up as me for a fancy dress party beginning with D. Amazing! The rogue Comic Sans t-shirt / easter egg was off brand.

Team Lunch

Team lunch. Photo by Johnny Hendrikus.

Springload Experience Team Page

Prototype of a page for the Experience Team.

Springload Experience Team (Black & White)

Dressed in black for Friday morning coffee and someones birthday. Possibly mine?

Team Space

Team space. Photo by Johnny Hendrikus.

Team List

A list of everyone in the Springload Experience Team two weeks before the Covid-19 lockdown in New Zealand!


Springload is Wellington’s largest independently owned digital design and development agency. Founded in the early 2000s, Springload has a long history of making digital experiences beautiful and useful. They’re a team of 80-ish (plus a dog or two) who work with clients like ACC, Callaghan Innovation, DIA, Klim Type Foundry, Massey University, Museum of New Zealand Te Papa Tongarewa, and NZ On Air.

While at Springload I led a talented team of wireframe wranglers, alliteration artists, and pragmatic problem solvers. Alongside client projects, the team undertook an iterative rebrand. Firstly starting with support from an external agency, then designing and building a new site in-house. The remaining work to refine the brand continued in-between deadlines and delivering client projects.

The goal was to set Springload apart from other agencies — for example, by featuring our people (and pets) as a key part of the brand’s personality. This wasn’t common at the time. There was also a rare opportunity to be more experimental than usual, pushing technical limits by bringing visual layers into the site design, reflecting the many layers to our creative work.

Springload are a certified B Corporation (B Corp™) and review clients and suppliers to ensure they exceed an ethical and environmental standard. Making sure the Springload brand reflected these values and purpose was another of the goals of the rebrand.

In support of the rebrand, there was a dedicated marketing effort to create content focused on the organisations we work with to help with sales and pitching for new business. As well as highlighting the team (People of Springload) to help with culture and recruitment.

  • Rebrand features:
  • — New fonts (Untitled Serif & Untitled Sans)
  • — New primary and secondary colour palettes
  • — Profile photos for People & Pets of Springload
  • — A set of geometric patterns and shapes for illustrations
  • — Sales presentations and business cards
  • — Project documents and templates
  • — Swag, client gifts, and branded collateral
  • — Office posters and signage
  • — New website

The Experience Team at Springload were a particularly special bunch worth celebrating and including above. I got to work with many of them for several years while they tolerated my alterations, puns, (pragmatic) perfectionism, posters, projects, and patent pending black uniform.

A huge thank you, and bravo!

Case Studies

A selection of other projects completed at Springload can be viewed in the archive.


  • Bron Thomson (Client)
  • Dan Newman, Joyce O’Riley, Zak Brown, Joe Garlick, Ben Wright (Design)
  • Ella Price, Thomas Sutherland, Aidan Rasmussen, Claire O’Loughlin, Ruth Hendry (Content)
  • Matthew Holloway, Samantha Sanders, Peter Dekkers, Mitch Ryan, Sofia Spials, Calin Dale (Development)
  • Profile Photos, Ocean Design (Collaborators)

Awards / Recognition

  • DINZ Best Awards: Finalist, Large Scale Websites (2018)