ASHLEY PICKERING — FREELANCE WEB AND UI DESIGNER
Where creative design & tech meet
Senior web and UI designer based in Melbourne. 16+ years working with agencies and businesses to design accessible, brand-driven digital experiences that actually perform.
Ashley Pickering is a Melbourne-based senior web and UI designer with over 16 years of experience across agency, in-house, and freelance roles. He specialises in accessible, brand-driven digital platforms, from complex web builds and design systems to UI products, working with clients across finance, education, media, and enterprise.
Originally from East Yorkshire, England, a love of snowboarding took him around the world, picking up freelance work and building his craft along the way. Now based in Melbourne, he brings that same curiosity to every project, always looking for the smarter solution, the cleaner system, the detail that makes the difference.
Over 16 years
experience
Over 16 years
experience
Melbourne based
worldwide reach
Creative thinker
technical doer
Elevates brands
with impactful design
Employment Experience
Over 16 years across agency, in-house, and freelance roles. Here’s how it stacks up.
Melbourne / JUL 2024 – PresentSenior Web & UI Designer, MelloGraphics
MelloGraphics is my freelance practice, operating since 2010. Back at it full time from July 2024, I work directly with businesses and embed into agency teams as a senior design partner. Clients include TIG Freight and the University of Melbourne.
Experience gained
Freelance client management, agency partnerships, web design, UI design, design systems
Melbourne / JUL 2022 – JUL 2024Design Lead, BJM Digital
I led the design function at BJM Digital, working across designers, strategists and developers to deliver high-quality digital work for a broad range of corporate clients. Beyond day-to-day delivery, I drove a significant overhaul of internal design processes, building reusable systems and workflows that reduced project costs, improved output quality, and contributed directly to the agency’s growth and profitability.
Experience gained
Design leadership, team management, process development, client relationship management, strategic design implementation
Melbourne / AUG 2018 – JUL 2022Senior UX/UI Designer, BJM Digital
I designed and maintained complex web projects for corporate clients across finance, media, education and enterprise. Working closely with clients and development teams, I built design systems from the ground up, produced comprehensive UX strategies, and delivered production-ready work across multiple disciplines. Key clients included RSPCA Queensland, NOW Finance, oOh!media ANZ, Omnicom Media Group Annalect, and ThinkTV.
Experience gained
UX/UI design, design systems, client collaboration, web strategy, SEO fundamentals
Melbourne / AUG 2016 – JUL 2018Senior Designer, ThreeScoops
I worked across a broad mix of brand, digital and campaign projects for clients including Disneyland Paris and Jack Links. My role covered everything from brand strategy and identity through to packaging, character design, and digital execution. A fast-moving agency environment that sharpened my ability to work across disciplines and deliver at pace.
Experience gained
Brand strategy, campaign design, character and mascot design, packaging, digital marketing
UK / AUG 2013 – AUG 2016Creative Designer, IPSOS Karian & Box
Karian & Box is a global employee engagement consultancy. Over three years I worked across a wide range of client projects, introducing new creative products to the team including interactive PDFs, custom illustrations, animations, and digital applications for reports and campaigns. I delivered large-budget initiatives for blue-chip clients and a number of the processes and formats I introduced are still used by the team today.
Experience gained
Interactive and digital design, illustration, animation, blue-chip client delivery
Global / OCT 2010 – 2018Creative Designer, MelloGraphics
The first chapter of MelloGraphics. I started freelancing when I left the UK in 2010, working with clients across Australia, the UK and beyond on web design, branding, illustration and motion projects. This period ran alongside my in-house roles and agency work before going full time at BJM Digital in 2018.
Experience gained
Freelance client management, multi-discipline design, global project delivery
Canada / MAR 2011 – MAY 2013Design & Print Manager, The UPS Store
Based in Canada during my travels, I managed design and print jobs end to end, handling client briefs, production, and quality control across a range of print formats. Good grounding in the practical realities of design for print.
Experience gained
Print production, client management, fast-turnaround design
UK / SEP 2007 – OCT 2010In-house Designer, Power Health Product Ltd
My first full-time design role. I designed product labels, managed print production, and handled professional product photography for both print and digital marketing. I led a full rebrand of the company and built their first ecommerce website. A solid foundation across brand, print, and digital.
Experience gained
Brand design, print production, product photography, ecommerce, rebranding
Who I work with
I work with creative agencies and embed directly with businesses & organisations as part of their team. From understanding the brand through to the final build, I’m invested in the outcome just as much as you are.
My Capabilities
Web design, UI and product design, design systems, branding, illustration and motion. Everything needed to take a project from concept to a finished, production-ready build.
Tools & Apps
Web Design & Theme Build
I design web experiences around how users actually navigate, thinking through information architecture, SEO structure, and performance from the start rather than bolting them on at the end. My front-end knowledge means I can work closely with developers and produce handovers that build exactly as designed.
Web Design Capabilities
Website strategy, information architecture, responsive design, ecommerce, web app design, landing pages, wireframes, prototypes, WordPress theme development, CSS, SCSS, JavaScript
Product Design
I design interfaces around real user needs, working from research outputs to produce wireframes, prototypes, and production-ready UI. Rapid iteration before development means fewer costly changes later and a final product that works for both the user and the business.
Product Design Capabilities
UX strategy, interface design, application design, product design, wireframes, prototypes, user flows
Design Systems
Design systems are central to how I work on larger projects. I build Figma-based component libraries and documentation that keep UI consistent, scalable, and easy for teams to adopt. I enjoy working with both designers and developers to make sure a system actually gets used rather than sitting in a folder.
Design Systems Capabilities
Component libraries, UI kits, Figma, documentation, team training
Illustration & Motion
Strong illustration skills across traditional, digital, and 3D, from character and mascot design through to explainer videos and music videos. I storyboard and animate with narrative in mind, designing motion as part of the experience rather than decoration on top of it.
Illustration & motion Capabilities
Traditional illustration, digital illustration, 3D illustration, explainer videos, music videos, character and mascot design, Lottie/web animation
Branding
I have a deep background in brand strategy which means I understand how a brand needs to feel, not just how it looks. Most of my work involves taking an existing brand and pushing it into new digital contexts, working within guidelines while finding ways to strengthen and elevate the expression. I know how to apply a brand consistently across a complex site without it feeling templated, and how to spot where a guideline needs to flex to work in a new format.
Branding Capabilities
Brand application, design language, typography systems, colour systems, component theming, brand governance, cross-platform consistency
Project & Team Management
I have led design teams and managed complex multi-stakeholder projects across agency and in-house environments. Good at keeping things moving, communicating clearly with non-designers, and making sure quality does not slip when deadlines tighten.
Management Capabilities
Design leadership, creative direction, process workflows, project management, stakeholder management
“Ash’s professional approach and experience allow him to seamlessly collaborate with both our team and our clients. His ability to deliver exceptional work across various disciplines has consistently impressed clients, who always rave about his creativity and professionalism. We couldn’t ask for a more reliable team player.”
Josh Hall
Art Director @ MKTG Sports + Entertainment
“Working with Ash is always a pleasure. His expertise in CSS and JavaScript animation libraries add a polished touch to projects. His handovers are clear and thorough, and he’s great to collaborate with during a build to keep everything on track. It’s rare to find someone with such a strong grasp of both design and development.”
Rao Abid Ali
Lead Developer @ BJM Digital
“We’ve been working with Ash for years now and he never disappoints. His wealth of web and UI experience has been invaluable to our digital offering, and clients love him for it. He brings an extra layer of craft and polish to everything he touches.”
Chris Harris
Creative Director & Founder @ Redkite.Design Agency
“Working with Ash was one of those rare experiences where the work comes back better than you imagined. His ability to bring motion and storytelling into a digital experience is genuinely impressive, and he does it without making it feel overdone. Real craft.”
Lee Mate
Head of Digital @ Excite Media Agency
“Ash is the definition of a pro. His creativity is consistent, industry-leading, and bang on time. Clients love when Ash is at the helm; he always listens intently where you feel totally heard, all the while his capabilities and understanding give total confidence in the design direction and execution of every project.”
Alex Power
Senior UX Designer @ GS1 Australia
“Working with Ash as a fellow designer was a great experience. He understood the brief quickly, worked confidently within the existing brand, and produced work that genuinely elevated what we had. His handovers were clean and well-considered, which made the whole process feel collaborative rather than transactional. I’d work with him again without hesitation.”
Lester Quong
Product Designer @ TIG Freight
“Ash made the whole process straightforward from start to finish. He took the time to understand what TIG needed, asked the right questions, and came back with a site that genuinely reflects who we are as a business. Communication was clear throughout and the end result has made a real difference to how we present ourselves online.”
Tristan Johnstone
Marketing Manager @ TIG Freight
“Ash was a strong addition to the ThreeScoops team. He operates at a senior level across web, UI and brand, and consistently delivered work that clients were genuinely excited about. He fits into an agency environment naturally, takes direction well, and brings his own ideas to the table when it counts. Reliable, talented, and great to work with.”
PC Le Roux
Art Director @ ThreeScoops Creative
“From a developer’s perspective, Ash is exactly who you want designing the things you have to build. His files are well-organised, his components are logical, and he actually understands how things get built. He’s easy to collaborate with during a build and always open to a conversation if something needs to be adjusted. It genuinely makes the development process smoother when Ash has done the design work.”
Lluis Mioche Grases,
Senior Developer @ BJM Digital
“Ash was a core part of the BJM Digital team for six years and his contribution to the agency was significant. He brought a level of craft and consistency to every project that clients noticed and appreciated, and he played a real role in helping us grow our digital offering. He’s the kind of designer who takes ownership of his work and makes everyone around him better. I’d recommend him without reservation.”
Ben McIntyre,
Director @ BJM Digital
“Ash is one of the most reliable designers I have worked with. He hit his deadlines, communicated clearly, and consistently produced work that clients got excited about. The feedback we received from clients about working with Ash was always positive, which says a lot.”
Matthew Woods,
Digital Optimisation @ DuluxGroup
“Working with Ash was straightforward in the best possible way. He understood briefs quickly, delivered work that rarely needed significant revision, and clients genuinely enjoyed working with him. We regularly got unsolicited positive feedback from clients about Ash specifically, which is not something you can say about every designer.”
Stuart Goss,
Senior Project Manager @ Jetstar
Featured work
A selection of recent projects across web, UI, brand and motion.
