Mascmedia: Independent Design Practice
A solo design practice run during maternity leave and continued as a freelance vehicle: branding, web builds and long-run editorial for small-business and community clients.
The practice
I founded and ran Mascmedia during maternity leave with my first child and kept it going afterwards as a freelance vehicle. A solo operation across branding, web design and development, print and pre-press, account management and coordination of other trades. I designed its own identity system.
Contract Estimators group
One of Mascmedia’s largest accounts: a full brand and web program for Contract Estimators and its subsidiaries (Western Concrete, Infrastructure Services, Perth Civil). Logo systems, business cards, signatures, stationery and Word templates, capability statements and company profiles, uniforms, vehicle livery and promotional items, and a custom responsive WordPress theme with a distinct colour scheme per brand. The client wanted everything pixel-perfect, clean and modern.
Jaguars West
Design, typesetting and production of Jaguars West, the bi-monthly Jaguar Car Club of WA magazine. Commonly 34 to 44 pages, produced as both a print magazine and an email PDF. Photo placement and editing, advertisement layout for events and sponsors, pre-press, hard-copy proofing, mail database and cover-sheet formatting, and print coordination. I also advise the club’s editors so they can supply better source material. My longest-standing private client, more than six years.
Web builds
Development ran alongside the design work, not underneath it. Hawker Park Primary School got a full website build, launched July 2015, that drew 10,639 unique visitors and 56.98 GB of bandwidth in 2016. Perth Civil, one of the Contract Estimators subsidiaries, got its own responsive WordPress site as part of that group’s broader web and marketing program. Gosnells Community Men’s Shed was the deepest build: a custom WordPress theme with a masonry gallery and lightbox, an activity directory, member logins, a memorial wall and sponsor management, plus user documentation so the Shed’s own volunteers could run it — development that continued iteratively through 2021, five years after the practice’s formal close.
Selected identity work
Red Diamond Photography (logo, business cards and watermark), Tidy Gardens (identity, trailer livery, uniforms and website for a lawn-and-garden care business), and G.J. Measday Carpentry (a branding-iron mark for a family carpentry client).
Hard Skills
Brand identity, print and editorial design, typesetting, pre-press, custom WordPress theme development, responsive front-end, print production coordination
Soft Skills
Independent commercial ownership, account management and sales, trade coordination, long-run client relationships (6+ years)
