Melbourne Web & UI Designer
Your designer, on the inside.
Looking for senior design without going through an agency? I work directly with businesses and organisations, embedding into your team to understand the brand, the goals, and what good looks like for you — then building it.
Why hire me
Senior design thinking, working directly with you
Most businesses that come to me have dealt with agencies where they felt like a small fish — handed off to a junior, getting updates through an account manager, never quite sure who was actually doing the work. With me you get direct access to 16+ years of senior experience. I take the time to understand your business properly before anything gets designed, and I stay involved all the way through to the final build.
Experienced and trustworthy
With over 16 years across agency, in-house, and freelance roles, I have worked on everything from complex enterprise platforms to smaller business websites. I bring the same level of thinking and craft to every project regardless of size, and I have a track record of delivering work that clients are genuinely proud of.
Versatile services and capabilities
I cover web design and build, UI and product design, design systems, brand application, illustration, and motion. For most businesses that means you only need to work with one person across the full scope of a project rather than coordinating between multiple specialists or agencies.
Works as an extension of your team
I do not just turn up, take a brief, and disappear. I take the time to understand your business, your audience, and what success looks like for you before anything gets designed. Throughout the project I work closely with whoever needs to be involved — whether that is you, your marketing team, or your developers — so nothing gets lost in translation and the final result actually reflects what you set out to achieve.
Who I work with
I work best with businesses and organisations that care about the quality of their digital presence and want a designer who is genuinely invested in the outcome. If you want someone who will ask the right questions, push back when something is not quite right, and deliver work that actually moves the needle, get in touch.
My Services
Web design, UI and product design, design systems, brand application, illustration and motion. Everything you need to build a digital presence that works.
Tools & Apps
Web Design & Build
I design and build web experiences around how users actually navigate, thinking through information architecture, SEO, and performance from the start. My front-end knowledge means I can work closely with developers and produce handovers that build exactly as designed, or take the project all the way through to a finished WordPress build myself.
Website Strategy
I work with you to map out the structure, user journeys, and content hierarchy before anything gets designed. Getting this right early saves time and avoids expensive changes later.
Responsive Design
Every site I design works across mobile, tablet and desktop as standard. Not an afterthought, built in from the first wireframe.
Prototype & Design
High-fidelity designs and interactive prototypes that let you see and test the experience before a line of code is written.
WordPress Theme Build
Custom WordPress builds tailored to your brand and content needs. Clean, well-structured, and easy for your team to manage without needing a developer for every update.
UI & Product Design
I design interfaces around real user needs, working from research outputs rather than guesswork. Rapid prototyping and iteration before development means the final product is refined, accessible, and actually works for the people using it.
UX Strategy & User Flows
Mapping out how users move through a product or platform, identifying friction points, and designing pathways that guide them toward the right outcomes.
Interface Design
Clean, considered UI that balances visual quality with usability. Every component designed with both the user and the developer in mind.
Prototype & Testing
Interactive Figma prototypes for stakeholder sign-off and user testing before build begins.
Accessibility (WCAG)
WCAG 2.1 AA compliance built in from the start, not bolted on at the end.
Design Systems
Design systems are central to how I work on larger projects. I build Figma-based component libraries that keep UI consistent, scalable, and easy for teams to adopt. I work with both designers and developers to make sure the system is actually used rather than sitting in a folder.
Component Libraries
A single source of truth for all UI components, variants, and states. Built in Figma with developer handoff in mind.
Documentation
Clear usage guidelines so your team can build new pages and features confidently without breaking the design.
Team Training
I work with your team to make sure the system becomes part of how you actually work, not just a deliverable that gets forgotten.
Tokens & Theming
Design tokens for colour, spacing, and typography that connect your Figma library directly to your codebase.
Brand Application
I have a deep background in brand strategy which means I understand how a brand needs to feel, not just look. 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.
Digital Brand Application
Translating brand guidelines into digital environments while keeping the feeling and intent of the brand intact across every screen size and context.
Typography & Colour Systems
Building out type scales and colour systems that work systematically across a complex site rather than being applied inconsistently page by page.
Brand Governance
Documenting how the brand should and should not be used digitally, giving your team clear rules to work from independently.
Cross-platform Consistency
Ensuring the brand feels cohesive whether someone is on the website, in the app, or looking at a social post.
Illustration & Motion
Strong illustration and animation skills across digital, 3D, and motion. I storyboard and animate with narrative in mind, designing motion as part of the experience rather than decoration on top of it.
Digital Illustration
Custom illustrations that extend brand personality into the digital experience, from spot illustrations to full scene-setting artwork.
Character & Mascot Design
Original characters built for longevity, with full expression guides and asset packs for consistent use across touchpoints.
UI Animation & Motion
Micro-interactions, transitions, and scroll-based animations that make interfaces feel polished and intentional. Delivered as Lottie files or CSS/JS animations.
Explainer Videos
Scripted, storyboarded, and animated explainer videos for product launches, onboarding flows, or brand campaigns.
Featured work
A selection of recent projects for businesses and organisations across Australia.
“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
Chris Harris“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.”
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.”
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.”
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.”
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.”
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.”
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.”
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.”
Senior Project Manager @ Jetstar
Frequently asked questions
Have a question, scan through these quickly…
What kind of businesses and organisations do you work with?
I work with businesses and organisations of all sizes across Melbourne and Australia — from startups needing their first proper digital presence to established organisations looking to redesign or improve an existing site. I have experience across finance, education, healthcare, logistics, media, and not-for-profit sectors.
What web and UI design services do you offer?
Web strategy and design, UI and product design, design systems, WordPress builds, ecommerce, responsive design, WCAG accessibility compliance, and front-end handover. I also offer brand application, illustration, and motion design where needed. Most projects involve a mix of these rather than just one.
How is working with you different from going through an agency?
With an agency you often deal with account managers and get handed to junior staff. With me you get direct access to 16+ years of senior design experience on every project. I take the time to understand your business properly, I am involved from the first conversation through to the final build, and you always know exactly who is doing the work.
How do you get to know our business before starting?
I spend time at the start of every project understanding what you do, who your audience is, and what good looks like for you. That might be a workshop, a series of calls, or reviewing existing materials — whatever makes sense for the project. I do not start designing until I feel confident I understand the brief properly.
How do you handle project timelines and deadlines?
I work with you to set realistic timelines from the start and flag any issues early rather than letting things slip. Clear communication throughout a project means there are rarely surprises at the end. I have been delivering projects on time for over a decade and take deadlines seriously.
What does the process look like from first contact to finished site?
Typically: an initial call to understand the brief, a proposal and scope, strategy and wireframes, visual design and feedback rounds, build and handover. The exact process depends on the project but I keep you involved and informed at every stage so nothing comes as a surprise.
Do you build the websites as well as design them?
Yes. For WordPress projects I handle the full build including custom theme development, CMS setup, and developer handover documentation. For more complex builds I work closely with a trusted development partner. Either way, the design does not stop at a Figma file.
What are your rates?
I work on a project rate or day rate depending on the engagement. Get in touch with a brief outline of what you need and I can give you a clear quote. I am straightforward about pricing and do not charge for things that are not necessary.
Ready to chat? Then shoot me a message!