James Willson

Managing Partner / Founder


As the Managing Director and agency founder, James is motivated by fostering authentic business relationships within Canberra and Sydney. His key objective is to promote a performance culture and work environment within CRE8IVE that helps individuals grow and achieve their professional life goals. In turn, this effective culture is a win for the agency’s clients and the wider marketplace. 

A known contributor to Canberra, James acknowledges the city as a great platform both to create oneself and to a make a meaningful community-wide contribution.

James has been an EY Entrepreneur of the Year Finalist, appeared in the BRW Fast 100 list and received numerous awards in business.

His philosophy in business is to surround himself with the best people and sit in the centre of that circle. In turn, CRE8IVE puts forward the best people for each opportunity, talking to their skillset, interests and passion. 

James loves working at the forefront of technology with talented individuals. His vision will ensure CRE8IVE continues to grow and develop through the shared success of his client’s objectives.



James takes a keen interest in business and organisational governance and sits on the following boards: The Canberra Hospital Foundation, the CGS Foundation, CIT Solutions and RDA ACT. His business interests include; branding, technology, and strategy.



Twitter (james_cre8ive)


Alberto Florez

Creative Partner


As the Creative Partner, Alberto is driven to create meaningful work that changes perceptions and affects change. With a background in design and digital technology, he carefully oversees the strategic direction of CRE8IVE’s projects, so they are set for success.

A philosophy based on honesty and mutual respect allows Alberto to understand what his clients need so he can add the greatest value to their organisation.

Alberto thrives on helping others achieve their desired outcomes. He knows how to bring out the best in his team and fosters a positive culture of high achievers who are passionate about their work. By encouraging collaboration within the team and with clients, CRE8IVE crafts new ideas that yield impressive, tangible results.


Alberto is an avid supporter of Canberra’s creative industry. Over the years he has held and supported industry events, and been a leader in organisations such as AGDA, The Page Awards and the Canberra Business Advisory Board. 


Follow on Twitter (@_berto)

Byron Little

General Manager


As General Manager, Byron is responsible for the day to day operations and responding to new business requests and tenders.

His extensive experience includes working as a Creative Director for big four consulting firms such as PwC. Byron also worked with Optus during their brand transition, alongside top-tier advertising agency M&C Saatchi. At CRE8IVE, this unique mix of design and consulting experience is what gives Byron the insights to balance the competing demands and complexities in the studio, ensuring projects are delivered on time and on budget. 

Byron’s ‘can do’ approach ensures that things happen, promises are exceeded and, most of all, the agency as a collective delivers what we say we will.



Damien Wright

Digital Director


As a Digital Director, Damien is committed to creating excellent digital solutions that are effective, and easy for the user. With a strong background in digital and web development, he translates complex tech to his clients to empower them to make informed decisions about digital communications.

With experience in marketing and communications, real estate and government, Damien honed his experience in technology and in project management. 

At CRE8IVE, Damien brings authenticity and empathy, building relationships to understand his clients and their customer needs. He is a passionate advocate for using new technology, user experience, intuitive digital applications and automating processes to achieve improved business outcomes.

Damien’s strong focus on usability testing ensures the technology and design choices for each project are validated. This is how he feels CRE8IVE is capable of constantly outperforming themselves. 


Damien sits on the board of directors for the Canberra Blind Society and is passionate about helping the organisation to develop a greater branding presence. 



Naomi Lemmon

Client Service Manager


With more than two decades of industry experience, Naomi is a meticulous and effective client service manager. Since 2006 she has worked at CRE8IVE, facilitating the perfect environment for collaborative and innovative projects. Naomi has extensive knowledge of media, design and print production, and loves working with clients to build a strategy that is tailored to their specific needs.

An excellent communicator, Naomi values honesty and transparency. She prides herself on her ability to build authentic, long-lasting relationships with her clients. Understanding a client’s requirements and expectations and conveying them to the team allows her to set every project up for success. Her approachable, helpful and clear communication style ensures everyone is working towards a common goal to deliver outstanding results, on time.  



Michelle van Eerde

Client Service Manager


Michelle is an accomplished Client Service Manager with a background in media and advertising. She has a breadth of experience working at various media agencies, where she managed high profile portfolios and negotiated with media outlets. A meticulous, process driven manager, Michelle has seen the fruition of award-winning advertising campaigns and developed processes for media coverage of sensitive events.

By fostering strong relationships with her clients, Michelle takes the time to understand their needs, and to produce the right creative solutions. Her media expertise gives her an edge by providing unique industry insights that help clients see where communication can take them. Her ability to balance both strategic thinking and the finer details are why Michelle’s projects consistently surpass expectations.

Monica Boeck

Client Service Manager

Monica is a native Canberran, a genuine people person and perfectly suited to her role as Client and Project Manager with CRE8IVE.

Monica loves meeting with her clients to fully understand their organisation’s background and their goals. Her warm and open personality puts everyone at ease, while her industry experience gleans conscience information from her clients to ensure the most accurate brief and effective campaign.

After graduating from the University of Canberra (UC) with a Bachelor of Advertising and Marketing Communication, Monica worked as a media buyer, marketing coordinator and communications officer in various industries.

Priding herself on being a keen listener, Monica pays close attention to her clients to ensure their expectations are understood. Her careful oversight then manages the creative process, while her analytical mind works on the communication strategy.


Monica loves researching demographics and consumer behaviour to inform communication and campaign strategy. She is also passionate about using the right language for the right medium and staying on top of communication and consumer trends.

Bassem Mekhael

Executive Creative Director

Bassem has a world of experience working with international brands in top ranking agencies across the globe. From strong foundations as a graphic designer in 2000, Bassem’s flair for non-traditional media and sharp strategic vision saw him rise quickly into a Creative Director role. From there, he has worked at several world-class agencies such as JWT, BBDO, TBWA and DDB, creating compelling ads for an international audience. He has many international awards under his belt including Lynx Dubai, EPiCA and Effies.

Bassem loves building brands through strategy by getting to the heart of a client’s business and finding a strong communication solution that will resonate with their target audience. His vision and collaborative spirit allow Bassem to inspire the team to strive courageously for creative outcomes that meet the mark, every time. 

Paul Whiteley

Creative Director


Paul has a reputation as an impeccable designer and insightful thought leader. Since 2006, he has inspired CRE8IVE’s clients, bringing an understanding and attention to detail to all his work. As creative director, Paul guides the creative to new and thought-provoking places that surpass client expectations.

His talent for asking the right questions helps Paul to ascertain a client’s needs and discover how they tick. This gives Paul the means to articulate their business to the market and deliver the best solutions.

Paul’s creative insights allow clients to imagine the breadth and potential of their brand, providing scope for clever and interesting ways to reach an audience that goes beyond the brief.


Paul has flair for branding where he can to lay the groundwork for a successful campaign or brand that his clients can adopt with confidence. 

Laura Sibley



 Laura is a meticulous designer who approaches every project through a balance of communications and creativity. This is how she creates solutions that captivate the client’s target market.

The best designs are developed with meaningful insights, so Laura works to discover a unique solution through strategy, research and exploration.

By closely follows trending campaigns in advertising and communications, Laura ensures she is up to date on the Zeitgeist. This allows her to make appropriate decisions for brands that sit within category but stand out with strength. Laura likes to collaborate and to take her clients on a journey, empowering them to take ownership of their messaging and their brand.

As a younger member of the team, Laura epitomises what CRE8IVE is today when you couple young talent with industry experts who have years of sector-based expertise.


A prolific creative, Laura is fascinated with design application within a range of mediums such as textiles, graphic forms and book covers. 



Elsy Gonzalez



As a friendly and attentive designer, Elsy enjoys building authentic relationships with her clients. She has a Bachelor of Design from the University of Canberra. From her background working in communications at UNSW, she honed her skills by designing for a variety of collateral and printing it in-house. This experience gave her a practical understanding of the intricacies of design and printing in different formats and materials.

By combining her love of talking to clients with research and strategy, Elsy takes an original yet pragmatic approach to creative problem-solving. She is an active listener and takes the time to understand each and every client’s needs, for design outcomes that captivate audiences and fulfil an organisational need.


Elsy has extensive experience with in-house production. She also enjoys drawing and typography. 

Josh Garrard


Josh is a recent graphic design graduate and brings fresh and innovative ideas for all forms of visual communication.

Along with completing his professional qualifications at CIT, Josh has also honed his digital and traditional drawing skills to become a very talented illustrator.

Josh is has an instinctive knack for branding. He loves to work with clients to understand their vision, mission and target audiences to create their ideal look and feel.

While excelling at bringing a concept to life, Josh is adept at presenting different design concepts to clients to work on refining their ideas. When it comes to favourite pallets, Josh tends towards muted colour schemes but loves adding some bright pops of colour into the mix.

A Canberra local, Josh is a keen advocate for the Territory and its thriving not-for-profit, public and private sectors. He finds inspiration around every corner of the capital, saying its people are an endless source of new ideas. 

A mind constantly bubbling along means Josh is a great talker, but he can change gears to become a genuine listener too. This increasingly rare gift makes him a hit to work with because he is able to translate briefings and client visions into exciting new visual concepts.


Josh also uses his design and illustration talents to promote local music and entertainment across Canberra, designing posters and a host of other collateral on a regular basis.

You can find more of Josh’s work on his website:

Jessica Conway


An experienced journalist and a senior media and communications manager, Jessica is a natural fit as CRE8IVE's Copywriter.

Jessica has two degrees from the University of Canberra; a Bachelor’s in Journalism and in Business (Management). Since graduating she has worked as a newsreader and reporter across multiple news outlets in Canberra and Sydney. As well as working as a journalist, Jessica has been a media liaison and senior communication officer across the not-for-profit, private and public sectors. 

Jessica has a sharp eye for detail, a love of story-telling and a passion for compelling and interesting communication.  


Jessica is an avid reader and loves wordplay. A habitual news-junkie, Jessica is also immersed in industry news and always looking for new skills to learn and apply.

Andrew Collins

Developer and Client Technical Lead


Making the front end of a website look great, feel fast and seem intuitive is Andrew’s mission. He is always seeking better ways to make the user experience feel like a dream. While Andrew has exceptional technical knowledge, he is equally good at explaining complex digital issues in simple terms. He enjoys helping people understand problems and how CRE8IVE will fix them. By striving to make websites as easy to edit as possible, Andrew ensures clients feel confident to take ownership of their digital communication, knowing they’re in safe hands.

As Client Technical Lead, Andrew is the first port of call for digital support, helping clients with their websites. As a talented web developer with a degree in Media Arts and Production, he is excellent at technical problem solving and creative ideas.


Andrew is always challenging himself to stay on the pulse for new and interesting technology. He has focussed on Flexbox and advanced customer fields in WordPress that make it easier for clients to customise. 

Bevan Sharp

Web Developer


As an award-winning web designer Bevan works with the team to bring outstanding user experiences to his client’s digital assets. He enjoys the challenge of merging clever and elegant designs with effective technology to make seamless websites that are easy to use.

With a background in web development for government, Bevan honed his expertise in accessibility. He applies the same principles to his work at CRE8IVE to ensure people with a disability are considered. This enables clients to have a wider and more inclusive audience reach.

Among his other achievements, Bevan has been the recipient of awards such as the Page Award for the Digital Canberra Challenge website he helped develop with the CRE8IVE team. 


Bevan enjoys the ability to bring design to life while working on a variety of digital platforms including technical CMS, WordPress and Drupal.