Pauline Gooding — Design & Art Direction

PaulineGooding

More than 20 years in retail advertising, from boutique agencies in London and Sydney to Group Creative Director at BMF, leading the ALDI retail creative team. Nine years of independent practice across retail, travel, government and property — concept, art direction, photography and finished art, from a guideline page to a six-metre shopfront.

296 selected works 13 brand worlds Sunshine Coast · QLD

Twenty years
of making it land.

20+

Years

Design, art direction and creative leadership — London, Sydney and the Sunshine Coast.

Direct reports

Led BMF's ALDI retail creative team — catalogue, digital and social, presented weekly.

Years independent

A sole practice serving retail, travel, government, corporate and property clients.

Retail

2015—2026 · 100 works

Brand worlds at national retail scale — furniture, grocery, sport and hospitality.

Open case

Sydney Living Museums

2015—2017 · 13 works

Campaign identity across posters, wayfinding and merchandise for NSW's historic houses.

Open case

Logos & Lockups

2015—2017 · 12 works

Identity marks and lockups for businesses across Australia.

Open case

Property Design

2015—2017 · 14 works

Property marketing — prelisting kits, flyers and templates for real-estate brands.

Open case

Conceptual

2015—2017 · 28 works

Ideas-first work — concepts, pitches and speculative campaigns.

Open case

Christmas Retail

2015—2017 · 7 works

Christmas catalogue and POS for a national grocer — premium propping and photography direction.

Open case

UNSW Canberra

2015—2017 · 8 works

Campaign and communications design for UNSW's Canberra campus.

Open case

Food Art Direction

2015—2017 · 28 works

Food photography art direction — styled, shot and finished for print.

Open case

Fashion Art Direction

2015—2017 · 50 works

Fashion and product art direction at national retail scale.

Open case

Catalogues

2015—2017 · 19 works

National catalogue editions — layout, price architecture and seasonal magazines.

Open case

TVCs

2015—2017 · 3 works

Television commercials — boards, stills and end frames.

Open case

Financial Design

2015—2017 · 6 works

Financial services stationery and collateral.

Open case

Fortress Collision Repairs

2015—2017 · 8 works

Identity and collateral for an automotive repair brand.

Open case

Old-school craft,
new-school tools.

Design direction doesn’t change — the tools do. Current AI stack, used in real client production:

Generative Image

Nano Banana

Art direction through prompt craft — concepting, retouch and campaign visuals at production quality.

Design Systems

Claude Design

AI-assisted layout, design exploration and iteration — from moodboard to finished artwork.

Creative Copy & Concept

ChatGPT · Grok

Concept development, copy drafts and campaign thinking, sharpened by twenty years of judgement.

Agentic Workflows

Automation

Multi-step AI pipelines that take repetitive production work off the desk — resize suites, versioning, adaptation.

Social Media Automation

Always-on

Scheduled, templated, on-brand content systems that keep channels moving without daily hand-cranking.

Twenty yearsof making it land.

Brand worlds.

Retail

Sydney Living Museums

Logos & Lockups

Property Design

Conceptual

Christmas Retail

UNSW Canberra

Food Art Direction

Fashion Art Direction

Catalogues

TVCs

Financial Design

Fortress Collision Repairs

Animatedcampaign assets.

Old-school craft,new-school tools.

Twenty years
of making it land.

Animated
campaign assets.

Old-school craft,
new-school tools.