Hello

 

An Introduction

My love of design has led me to work for some of the world's leading creative agencies—Wieden+Kennedy, Sid Lee, Mother, and R/GA—across Amsterdam, London, Shanghai, Montreal, and New York City, and gave me a global perspective on what makes a brand truly work. Clients like Nike, Coca-Cola, Adidas, Heineken, and Samsung set a high bar, and I've never lowered it.

I returned to my birthplace, Tasmania, in 2018, and launched my own studio. In the eight years since, I've been building a client base that values premium design to shape and grow their brands and products, regardless of scale.

That work spans wine and food packaging for some of Tasmania's most exciting producers, scent and specialty product branding, and large-scale environmental graphics, most recently the Children's Library at MONA.

Whether the brief is a new or a rebrand, an identity, a packaging suite, an environmental installation, or anything in between, the approach is the same: understand what makes your business unique and design to communicate that essence with clarity and confidence.

Always hungry for more. Throw some work at me.
 

Designer / Art director / Creative Director  
Branding / Communication & Brand Strategy
Illustrator at times / Crafter, always
   
Lel@DemelzaRafferty.com
+61 (0)409 898 624

Select Clients

Brand | Design
Atlas & Vine
Fedrigoni Paper
Scholé  
Salty Dog
MONA
The Culture Farm
Cultural
Blundstone
Tanner Architects
City of Hobart
Attractions
  of Australia
Black Lotus
Hobartisan Books

Packaging
Agrarian Kitchen
Ghost Rock
Pipeclay Estate
Liminus Perfume
Eastford Creek
Black Rabbit
Amalga Distillery
Atom Wines
Bird & Bear
Bluff Spirits
Bremley
Moo Brew
Domaine A
Stoney Vineyard
Brand Tasmania
Highclare Estate
Linsey Wherett
Josef Chromy

Experiential | Environmental
MONA
Department of State
Growth Tasmania
The University
  of Melbourne
Tomato Five Mile Festival
Arts Tasmania

Advertising
Nike
Absolut
Adidas
Coca-Cola
Samsung
T-Mobile
Heineken

Awards

Awards –

2026
Diemen Awards – Winner – Grand Diemen for Design
Diemen Awards – Winner – Packaging
Diemen Awards – Winner – Brand Identity  

2025
AGDA Awards – Merit – Alcoholic Beverage, Short Run
AGDA Awards – Finalist – Alcoholic Beverage
Diemen Awards – Winner – Grand Diemen for Design
Diemen Awards – Winner – Packaging
Diemen Awards – Winner – Typography
Diemen Awards – Winner – Digital Print
Diemen Awards – Finalist 1 – Packaging
Diemen Awards – Finalist 2 – Packaging
Diemen Awards – Finalist – Poster & large format outdoor
Diemen Awards – Finalist – Brochure, Catalogue, Booklet, Publication
Diemen Awards – Finalist – Offset Print
Fedrigoni Awards – Finalist
Fedrigoni Awards – Finalist

  
2024
Pentawards – Finalist – Packaging – Stoney Vineyard
AGDA Awards – Merit – Alcoholic Beverage - Short Run
AGDA Awards – Merit – Health, Beauty & Cosmetics
AGDA Awards – Finalist – Typography for Design
AGDA Awards – Finalist – Health, Beauty & Cosmetics
AGDA Awards – Finalist – Structural Design
AGDA Awards – Finalist – Brand Expression - Physical Kurz – Finalist – Best Use of Embellishment
Diemen Awards – Winner – Packaging
Diemen Awards – Finalist – Photography
Diemen Awards – Finalist – Grand Diemen
Communication Arts – Finalist
  
2023
AGDA Awards – Distinction – Alcoholic Beverage, Short Run
Communication Arts – Winner
Communication Arts – Finalist 
Communication Arts – Finalist
Dieline Awards – Silver – Dark Spirits
Diemen Awards – Finalist – Packaging 
  
2022
AGDA Awards – Distinction – Illustration for Design
AGDA Awards – Finalist – Alcoholic Beverage, Short Run
AGDA Awards – Juror Choice Award
AGDA Awards – Merit – Alcoholic Beverage, Short Run
AGDA Awards – Finalist – Alcoholic Beverage, Short Run
AGDA Awards – Finalist – Photography for Design
Diemen Awards – Winner – Media Super Grand Diemen – Design
Diemen Awards – Finalist – Media Super Grand Diemen – Advertising & Communication
Diemen Awards – Winner – Packaging
Diemen Awards – Finalist – Packaging
Diemen Awards – Winner – Illustration
Diemen Awards – Winner – Art Direction
Diemen Awards – Finalist – Brand ID
Diemen Awards – Finalist – Wild Card
Diemen Awards – Finalist – Wild Card
  
2021
AGDA Awards – Distinction - Brand ID / Brand Expression - Physical
AGDA Awards – Merit - Brand ID / Brand Expression - Physical
AGDA Awards – Finalist - Crafts / Illustration for Design
AGDA Awards – Finalist - Packaging / Alcoholic Beverage – Short Run
AGDA Awards – Finalist - Packaging / Alcoholic Beverage – Short Run
AGDA Awards – Finalist - Spatial / Temporary Installations
  
2020
Diemen Awards – Finalist – Grand Diemen
Diemen Awards – Winner – Packaging
Diemen Awards – Finalist – Packaging

Jury / Talks

Jury Member –
2024 – AGDA Awards - Print & Publications
2023 – AGDA Awards - Print & Publications
2021 – AGDA Awards - Brand & Identity / Emerging Designer / Best in Show
2021 – AWARD Awards - Advertising Council Australia - Press, Poster, & the Dark Arts
2019 – The One Club – One Screen Film Festival

Speaking Engagements –
2025 – Brand Tasmania Workshop
2024 – Enterprising Me Speaking Panel
2023 – Pecha Kucha
2022 – University of Tasmania; Design Forum
2022 – AGDA – Dames & Dumplings Forum
2022 – AGDA – Trends Forum

Publication Features –
2024 – Pentawards 2024 Trend Report

Work History

Australia –
Currently an Independent Studio owner, Hobart


United States –

R/GA, New York
Mother, New York
Wunderman Thompson, New York
Conquistadors, New York
Translation, New York
Titanium, Massachusetts
 

People’s Republic of China –
Wieden+Kennedy, Shanghai
   

United Kingdom –

Wieden+Kennedy, London
   

The Netherlands –

Sid Lee, Amsterdam
Wieden+Kennedy, Amsterdam
Nike, Hilversum
Strawberryfrog (Amsterdam Worldwide), Amsterdam

 

Nationality –

Australian citizen – currently based in Australia.
Available to work worldwide.

 
Acknowledgement –

I acknowledge and respect the Tasmanian Aboriginal peoples as the First Peoples of this island, Lutruwita (Tasmania), and recognise their enduring custodianship of its lands and waters. I pay my respects to all Tasmanian Aboriginal Communities—survivors of invasion and dispossession—who continue to uphold their identity, culture, and unbroken connection to Country, where knowledge and cultural practices remain embedded for all time.