Worked in record shops, played in bands and designed band posters. In 1994 had a UK stint writing music reviews for London based publications and seeing more bands. Came back, founded NZ Music website bands.co.nz and taught myself how to use dreamweaver. Started record label South Recordings and toured the country and world in band Pine as singer and drummer - made 5 albums with Arch Hill Recordings. Co-founded NZ Music video company Shuriken with overseas Director/Producer Richard Bell (Nirvana, Depeche Mode, Joy Division). In 1999 finally worked out I wanted to be a designer and started as junior designer for digital agency Imagic. 3 years as creative director at Q Brand Agency and on to a senior designer at Strategy Advertising in Christchurch.
In 2008 formed design studio McCarthy, now with 8 staff and a body of globally awarded work in branding, digital and communication. Strong emphasis in social change work with design and campaigns after the Earthquake in Christchurch helping develop globally recognised tools for wellbeing and resilience. Nationwide Covid response mental health design work at Government level and currently embarking on the rebrand of Ngāi Tahu. Experience in teaching at Canterbury University, Christchurch Polytechnic and numerous public talks and lectures. Served on the board of the Designers Institute of New Zealand for 4 years as well as being a FDINZ member. In 2021 went back and got degree in Visual Communication at Ara 20 years after they didn’t let me in first time round. Told them I could.
In February 2023 I sold McCarthy studio and left in the capable hands of Matthew Kitto and Richard Burson. Spent the next year working on personal projects as well as help set up an online Mental Health Well being hub with Daylight Creative for Te Pukenga. Tried a corporate stint as the Design Director for Kathmandu from 2024 to early 2025, leading a small design team and creating a brand refresh, bespoke typeface with Monolith, new ecommerce photography direction and building a new photo studio Inhouse. Helped launch the new Come Find Us TV and stills campaign alongside Motion Sickness but found marketing conservatism killing design lead thinking left me feeling hollow and empty. Currently Creative Director at Brown Bread working in the Arts and philanthropy sector. Phew.

McCarthy work can be seen here.