Creative - Team

Creative - Team

Alberto Florez



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)

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 brings fresh and innovative ideas for all forms of visual communication. He loves to work with clients to understand their vision, mission and target audiences to create their ideal look and feel. Josh has also honed his digital and traditional drawing skills to become a talented illustrator.

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.


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:

Laura Griffin



As a copywriter, Laura uses expert storytelling to enhance a client’s message and reach their audience. With a degree in Communication majoring in writing, she knows how to turn information into interesting content and simplify complex ideas. She has experience working across all sectors including; the public sector, commercial enterprises, government, property and the NFP sector.

Laura’s mission is to find the unique voice for each organisation and empower them to use it. Coming from an outside perspective, she can determine the most important things to say to persuade their audience. She collaborates closely with the designers to create the most compelling brands and creative concepts. Being involved in the strategic process from the beginning means Laura can gain an understanding of what drives a client. Laura’s storytelling expertise brings depth and a persuasive attitude to every project for better market cut through.



Laura has experience scripting for theatre, online, radio and television and enjoys using these complex mediums to convey a message.