Hi, I’m Felicity

Graphic designer, strategist, creative director, and founder of Darcy Lane. I’m also a mum to two little girls (my dream job). 

I believe that your brand is an experience. It’s how people feel whenever they come into contact with your business. And the secret to a brand that builds trust? It’s having people feel the same every single time they encounter your brand - on your socials, website, when they speak to you on the phone, over email, your energy in person. 

As a senior brand designer, I’m obsessed with the details. I’ve honed my branding process over the last 15 years, and I delight in uncovering exactly what makes you exceptional (and then turning that into an incredible brand). There is only one “you”, and no one does things exactly like you do. That’s where the magic is. 

I connect the dots that you can’t see. Uncovering what makes your approach to business unique (what I call your ‘brand through line’) and translating that visually is my superpower. I gently excavate, see what makes you special, and use my strategic expertise to help you step into the next version of yourself, while designing a brand that reflects where you’re going. I connect the dots, distill your brand’s essence, and design something way more compelling than you could ever dream of yourself - not because you aren’t brilliant (quite the opposite!). But because we are all too close to what we do and the value of our business to be able to accurately see just how special that work is. 

I design the kind of brands that help my clients get fully booked with their soul work - not the kind of work that feels safe, but doesn’t light them up. You need profit in your bank account AND in your heart. 

• Sydney based 

• Bachelor of Design (Visual Communication) Honours 

• Senior brand designer with 15 years experience

• Speaker    

Email: hello@darcylane.co