Second Nature Studio is a Newcastle-based branding and design studio working with hospitality, lifestyle, entertainment and creative brands across Australia and internationally.
We specialise in building brand identities that are clear, memorable and culturally grounded. Our services include logo design, brand strategy, custom websites, signage, murals, merchandise and campaign support.
Whether you're launching a new venue or refreshing your brand, we help bring your vision to life with design that feels aligned and intentional.
What is Second Nature?
What is Second Nature?
Our Origin Story
Second Nature Co began as a solo practice, built on murals, t-shirt prints, and late nights working in bars. I started out as a dish hand in a Thai restaurant, worked every role at Macca’s, managed cocktail bars, and later became a whisky brand activator for Diageo. Through all of that, I got hooked on what makes a venue feel right — the identity, the atmosphere, the small details most people miss.
Design started as a side hustle. I was making logos and menus between shifts, then moved into agency work handling all of Officeworks’ online marketing. That led to a role assisting with creative direction for a billion-dollar tech company. After three years juggling full-time work with 30+ hours a week of freelance, burnout hit hard. But that experience taught me how to move between high-level strategy and hands-on execution.
What began as freelance branding gigs has grown into a full-service studio. Second Nature now offers identity systems, websites, signage, murals, merch, and campaign support — all with a strong focus on strategy, culture, and community
What We Stand for
We’re not here to follow trends or crank out cookie-cutter design. Second Nature exists to build brands that work hard and feel real.
What guides our work:
Strategy over trends
Real relationships over fast transactions
Creativity rooted in culture and context
Authentic expression > aesthetic perfection
Clarity, collaboration and no ego
Who We Work With
We partner with people who care. café owners, hospitality groups, creatives, product makers and venue managers who want to build something that actually lasts. Our clients value originality, impact and getting it right not just done.
If you’re launching, scaling, or giving your brand a second life — we’ll meet you where you’re at.
The Studio Currently
Right now, Second Nature is a boutique operation led by me, with a growing circle of creative collaborators: designers, developers, illustrators, signwriters and partners. We’re building towards something bigger — from limited-run product drops to brand-led events and hospitality activations.
This studio isn’t just about design — it’s about culture, connection, and creating something that sticks.
Let’s Work Together!
Whether you’re opening a bar, launching a product, or rethinking your visual identity
We would love to hear your idea!
📍 Based in Newcastle, NSW — working with clients locally and globally.
Contact us
Interested in working together? Fill out some info and we will be in touch shortly. We can’t wait to hear from you!
Second Nature Studio acknowledges the Traditional Custodians of the land on which we live and work — the Awabakal and Worimi peoples. We pay our respects to Elders past and present, and recognise their continuing connection to Country, culture, and community. This land always was and always will be Aboriginal land.