Strategy, Design &
Real Results.
A selection of brand identities, websites, and creative systems built for businesses that needed more than a fresh coat of paint. Every project begins with a problem and ends with measurable change.
Voyages Jules Verne
The Problem
Voyages Jules Verne was a boutique travel specialist offering curated journeys to extraordinary destinations, yet their brochures looked indistinguishable from mass-market tour operators. Dense blocks of text, generic stock photography, and cluttered layouts failed to communicate the rarity and cultural depth of their itineraries. Prospective travellers could not feel the difference between a Jules Verne journey and a package holiday, and enquiry rates were flat despite a superior product.
Strategy
Elevate every piece of collateral into an object of desire. Position the brochure not as information, but as the first step of the journey — something a prospective traveller keeps on their coffee table and returns to. Use editorial design language borrowed from luxury magazines rather than travel catalogues, and let white space and typography do the selling.
Australian College of Professional Studies
The Problem
ACPS had built a reputation for quality vocational education across Melbourne, but their visual identity did not reflect that standing. Multiple campus locations used inconsistent signage, outdated logos, and mismatched stationery. The brand felt like a budget provider rather than a serious educational institution, and prospective students often compared them unfavourably to newer competitors with shinier websites but inferior course content.
Strategy
Unify all campuses under one authoritative educational brand that signals trust, established credibility, and academic seriousness. Design environmental graphics and signage that make students feel they have arrived at a professional institution from the moment they walk through the door. Replace visual inconsistency with institutional confidence.
Mental Health Foundation Australia
The Problem
Mental Health Foundation Australia ran vital awareness campaigns and community events, but their promotional material blended into the background noise of public health advertising. Generic blue gradients, clip-art brains, and walls of statistics failed to cut through. The message was important, but the presentation was invisible — particularly to younger audiences who needed to hear it most. Community event attendance was declining year on year.
Strategy
Make mental health impossible to ignore by designing campaigns that demand attention in public spaces. Move away from clinical, institutional design toward something human, bold, and culturally relevant. The design must start a conversation before a single word is read.
Tasty Heaven
The Problem
Tasty Heaven was a popular family-run takeaway and casual dining spot with exceptional food and loyal regulars, but their visual identity was stuck in the 1990s. Faded menu boards, clip-art logos, and generic food photography did not reflect the quality of what was on the plate. New customers walking past gave no second glance, and the business was dependent on word-of-mouth rather than any discoverable brand presence. Expansion to a second location felt impossible with the current look.
Strategy
Transform Tasty Heaven from "local takeaway" into a destination people seek out. Create a brand system that makes customers hungry before they have read the menu. Build visual consistency across every touchpoint so that a second location — and a third — can replicate the same instant recognition.
The Alchemist Coffee Co.
The Problem
The Alchemist Coffee Co. was roasting exceptional single-origin beans in small batches, but their packaging looked like a generic supermarket brand. Brown kraft bags with a stamped logo failed to communicate the craft, provenance, and flavour complexity that justified a premium price point. Shelf placement in specialty grocers was underperforming because the product did not look premium enough to sit alongside established third-wave roasters. Customers who tasted the coffee loved it — but the bag never got them to taste it in the first place.
Strategy
Position The Alchemist as a specialty coffee brand that treats packaging as a sensory preview of what is inside. Use design language borrowed from fine wine and craft spirits — provenance storytelling, tasting notes, batch numbers — to signal craft roastery credentials. Make the bag something a coffee enthusiast wants to display on their kitchen shelf, not hide in a cupboard.
Boulder & Peak Outdoor
The Problem
Boulder & Peak was a Melbourne outdoor retailer with a curated selection of premium hiking, climbing, and camping gear, but their e-commerce site and brand looked like a clearance outlet. Cluttered product pages, generic outdoor stock photography, and a logo that resembled a camping-app icon failed to communicate the expertise and community that set them apart from chain competitors. Online conversion was under 1% and average order value was stuck at entry-level price points.
Strategy
Transform Boulder & Peak from a gear retailer into a trusted outdoor partner. Build a brand and digital experience that feels like walking into a knowledgeable independent store where staff remember your last trip. Use storytelling and education to justify premium price points, and create a visual system that makes outdoor enthusiasts proud to identify with the brand.
Houli & Co
The Problem
Houli & Co was a boutique property services and conveyancing firm serving Melbourne's western suburbs. Despite decades of experience and a reputation for personal service, their brand looked like a template from a stationery website. Generic house icons, Times New Roman business cards, and no coherent colour system made them indistinguishable from every other suburban agent. High-value property clients were choosing larger firms based on presentation alone.
Strategy
Transform Houli & Co from "suburban property services" into "trusted property partner." Build a brand that signals expertise and personal attention in equal measure. Use refined design language that reassures vendors and purchasers they are dealing with a professional firm, not a one-person operation running off a kitchen table.
Studio Forma Interiors
The Problem
Studio Forma was a respected Melbourne interior design practice with a portfolio of exceptional residential and commercial projects, but their brand presentation did not match the calibre of their work. A dated website, inconsistent project documentation, and no coherent portfolio system meant that prospective clients — particularly high-end residential developers — could not see the full scope or sophistication of what Studio Forma delivered. Competitors with weaker portfolios but stronger presentation were winning pitches.
Strategy
Build a brand and portfolio system that functions as a silent salesperson. Every project document, every portfolio page, every leave-behind piece must communicate the same editorial sophistication that Studio Forma brings to their interiors. Transform project documentation from an afterthought into a competitive advantage.
Sage Accountants
The Problem
Sage Accountants was a boutique Melbourne accounting practice with a loyal client base built over years of excellent service. But their brand — a clip-art sage leaf in WordArt-style lettering — undermined their professionalism at every new business meeting. Prospective clients who had been referred by existing customers arrived with high expectations, only to be handed a business card that looked like it was designed in 1998. The gap between their service quality and their visual presentation was costing them referrals.
Strategy
Build a brand identity that communicates wisdom, trust, and modern professionalism without falling into the generic "corporate blue" accounting cliche. Signal to prospects that Sage is a contemporary practice that understands both numbers and business — a partner, not a calculator.
What They Say.
Direct feedback from founders, directors and owners who invested in brand transformation.
Working with Lubna J Studio was an incredible experience. Their creativity, attention to detail, and ability to bring ideas to life through branding were truly impressive. The branding design they created was stunning, unique, and perfectly captured the vision of the brand. Lubna J Studio is exceptionally talented, professional, and passionate about delivering high-quality creative work. I highly recommend them to anyone looking for outstanding graphic design and branding services.
Sannia Azeem
CEO, Australian College of Professional Studies
Brand Identity & Environmental Design
We were losing listings to bigger agencies purely because we did not look the part. Lubna gave us a brand that signals trust before we say a word. Our "Sold" window cards are now recognised across the western suburbs — that is the power of thoughtful design.
Sarah Houli
Director, Houli & Co
Real Estate Branding & Stationery
Our old packaging was letting the coffee down — people would taste it and be amazed, but the bag never convinced them to buy in the first place. Lubna transformed our packaging into something that tells the story before the first sip. Wholesalers now ask us about the design before they even cup the beans. She understood that specialty coffee is as much about provenance and craft as flavour, and our packaging finally communicates that.
Marcus Webb
Founder & Head Roaster, The Alchemist Coffee Co.
Brand Identity & Packaging Design
We were an outdoor retailer that looked like a discount website. Lubna rebuilt our entire brand experience around adventure and community — our customers now see us as their outdoor partner, not just another place to buy gear. The journal, the packaging, the trip-type browsing on the site — it all works together. Our conversion rate tripled and our average order value jumped 45%. She gets that brand is the experience, not just a logo.
Tom Bradley
Managing Director, Boulder & Peak Outdoor
Brand Identity & E-Commerce Design