AEDT

Michaela is a Sydney-based creative strategist and designer who combines brand-building experience with hands-on production skills across graphic design, photography, and campaign management.

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Selected Work

[1] Trade Jobs NZ

Founding Member, Brand Identity, Brand & Campaign Management

(2021 2025)

Trade Jobs NZ (now Go Getta) transforms recruitment advertising in Aotearoa's trades and construction sectors through a proactive, multi-channel approach. Combining over 30 years of recruitment expertise with targeted campaigns across paid social, digital, OOH, and radio, the platform reaches tradies where they already are: radio during smoko, social media during downtime. The result: high-quality candidates and measurable outcomes that go beyond just filling roles.

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[2] TJNZ: Tradie Launch Campaign

Creative Strategy, Copy Writing, Campaign Management

(2022)

CVs do not show real skill on the tools, which is why 57% of tradies skip them entirely. For TJNZ’s Tradie Launch, we ditched the corporate playbook and met tradies where they already are, in their daily scroll and on their stations during peak commuting hours and smoko breaks. With cheeky animations and radio ads that spoke their language, we invited them to join a platform that gets how, when and why tradies really work, and has their back.

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[3] Redrew

Photography, Art Direction

(2025)

An ongoing collaboration with emerging fashion label Redrew, capturing campaign imagery and events. Recent work includes their Spring '25 campaign and an exclusive Double Bay pop-up in partnership with premium real estate agency Black Diamondz.

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[4] Trade Jobs NZ: Tradie Merchandise

Graphic Design, Illustration

(2023)

99% of New Zealand's trade businesses are small, family-run operations. The 'Support Your Local Tradie' merchandise was designed to celebrate that reality, from staple tees and totes to bumper stickers that ended up on utes, hard hats, and toolboxes nationwide.

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[5] Lulu’s NZ

Brand Identity, Illustration

(2025) Proposal

From a vibrant red food truck to a Ponsonby Central cafe, Lulu's needed an evolution without losing what made customers fall in love with them. Six years of collaboration meant honouring deep emotional connections while preparing for expansion.

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[6] Trade Jobs NZ x The Spinoff

Campaign Strategy, Brand Partnerships

(2022)

The New Zealand trades industry is filled with compelling stories that rarely reach the broader public. To elevate these voices, I partnered with The Spinoff Network to create 'On Site', a trades-focused podcast that digs deeper. Working with hosts Jay Reeve, one of New Zealand's most popular broadcasters, and Brooke "Sparky Girl" Thompson, a qualified electrician breaking barriers in a male-dominated field, we tackled the questions no one else was asking. From stigma and mental health to what it genuinely takes to make it. Unfiltered conversations with the people actually doing the work.

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[7] By Skye

Brand Identity, Photography/Art Direction

(2025) Coming Soon...

Crochet by Skye's tutorial channel grew to 40K+ followers in under a year, building a devoted DIY community. As she relocated to France and expanded into global sales, she needed a separate 'made-to-order' identity to elevate bespoke pieces while honouring the handcrafted roots her community loved.

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About

Hi, I'm Michaela, a multidisciplinary creative with experience in Graphic Design, Photography, Illustration, and Campaign Management. I blend strategic thinking with hands-on production to help growing brands establish their presence and build meaningful connections with their audiences.
Since graduating with a Bachelor of Communication Design from Auckland University of Technology in 2019, I've been fortunate to work with startups, agencies, and clients across diverse industries.
As a founding team member of Trade Jobs NZ (now Go Getta), I helped shape the brand from the ground up, an experience that taught me the realities beyond brand theory: how to define a voice from scratch, create systems that balance flexibility with consistency, and make design decisions within real-world constraints. Now based in Sydney, I'm eager to bring hands-on brand-building experience to new challenges and collaborations.

Working across both strategy and execution, I develop brand systems and campaigns from concept through to delivery, ensuring creative work is both visually compelling and strategically grounded.

Key Capabilities:

Brand Identity
Creative Strategy
Graphic Design
Photography
Campaign Management

Connect with me

LinkedIn
Instagram
+61 450 280 269

Currently seeking freelance and full-time opportunities.

hello@michaelagetley.com