Working with

House Playcorp

Global Retail Brands is one of Australia’s largest privately owned homewares and kitchenware groups, led by Steven Lew of the Lew family, who are among the country’s most influential retail figures. During my time with the company, I worked across key brands including House, Australia’s leading specialty homewares retailer with more than 100 stores nationwide, and Super Chef, a kitchenware brand dedicated to quality cookware and essentials. House’s extensive offering brought together some of the most recognisable and trusted names in the industry, such as Baccarat, Marie Claire, and Maxwell & Williams, giving customers access to both local and international favourites. With a strong emphasis on brand development, innovation and omnichannel retailing, Global Retail Brands has long been a driving force in shaping how Australians shop for their homes.

The Work

Working for such well-known retail brands gave me the opportunity to push the boundaries of design across point-of-sale, launch events and digital platforms. My role included producing magazine advertising, window displays, social media content and digital assets that captured attention in a competitive retail space. Outdated content management systems meant design outputs had to be particularly innovative and visually striking, ensuring each campaign made maximum impact in-store and online.

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Creatively directing photoshoots with well-known chefs and TV personalities was a highlight of this role, allowing me to add unique creative twists to each brand’s storytelling. I also managed editing of raw photography to ensure high-quality, cohesive assets were delivered across campaigns. These shoots and assets brought personality and relatability to the brands, building stronger connections with customers.

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I was also given the opportunity to illustrate and develop branding for Superchef Warehouse, one of Playcorp’s flagship ventures led by CEO Steven Lew, one of Australia’s most influential retail leaders. From this initial branding, I designed a “from scratch” website and adapted the creative direction for both the company intranet and the House website. This end-to-end involvement in brand development and digital design gave me valuable experience in building cohesive visual identities across platforms.