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sefton graphic designer profile
Graphic Designer
8-12 years Experience

Represented: 02/03/21


Sefton is a versatile designer with over 10 years of experience across a wide range of mediums and in the last few years, he has been working for a well-known brewery leading all aspects of design for the brand. 


He has specialist skills in FMCG packaging design and illustration He enjoys providing brands strategic, creative solutions that are backed with sound research and contemporary trends. His passion for the craft, technical proficiency and eye for detail ensures that he executes artwork to a high standard. 


Brand Identity Digital Design Graphic Design Illustration Logo Design Marketing Collateral Packaging Typography


Acrobat X Pro Affinity Designer Bridge CC Illustrator CC InDesign CC Photoshop CC Procreate

Recent Employment

Freelance Graphic Designer / Dec 2020 - Present / Self Employed

Auckland, New Zealand


Specialising in Branding, Packaging and Illustration

Senior Designer / 2017 - Dec 2020 / Moa Brewing Company Limited

Auckland, New Zealand


  • Created packaging design, illustration, naming and tasting notes for new products and refreshed existing ranges.
  • Researched and analysed competitors and market to inform design methodology, and provided compelling verbal and visual communication of rationale.
  • Produced new product designs, including facilitating the transition from bottles to cans that resulted in a 17.6% revenue increase, and 28% growth in supermarket trade for Moa in the 2019 financial year.
  • Executed pre-press artworking with adherence to industry regulations and manufacturer specifications.
  • Managed print production processes; procuring quotes and coordinating with F&B packaging solution specialists, managing proofing and press passing processes for accuracy and quality.
  • Created brand activations and promotional content across print and digital, including various POS and signage applications, EDMs, website, and animated and static imagery for social media.
  • Managed stakeholders and service providers ensuring that challenging timing and budget requirements were met.
  • Managed and collaborated with various contract designers and illustrators, delivering briefs and providing creative direction and feedback.

Freelance Illustrator & Designer / 2008 - 2017 / Self Employed

Auckland, New Zealand


Clients include: The Baron; The Business; Colliers International; Marshall Yachts Limited; Matt & Ryan Real Estate; Nuffield Bar & Kitchen; One Design


  • Worked with a diverse range of small to large-scale businesses on projects of varying complexity and scope, requiring a wide design skill set, an agile and adaptable style of working and a high level of interpersonal skills.
  • Projects included visual identity systems, illustration, packaging design, print publication design, website design, artworking and print production management.
  • Evaluated client marketing needs and provided strategic design outcomes informed by research and relevant market drivers.
  • Generated repeat business and developed trusted, long-term working relationships eg. over 10 years working with The Baron.

Industries I know well

Food & Beverage


Graduate Diploma in Computer Publishing & Design

Auckland University of Technology

2007 - 2008


Bachelor of Fine Arts

University of Canterbury

Creative. Digital. Marketing. Recruitment.

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