About

Leading Hand has been a creative partner to a range of for-purpose organisations for 25 years.

Our designers speak directly to our clients to foster empowerment and keep our service offering simple, honest and affordable.

Our directors are hands-on workers in our Sydney studio and strive to build and maintain a safe working space and ensure the broader team is a key part of the growth and mission of the business.

Along with making beautiful and effective work for our clients, we aim to understand and improve the impact of campaigns, projects and initiatives we are proud to be a part of.

Member of the Australian Graphic Design Association (AGDA).

oUR Impact fy25

As part of our B Corp certification, we’ve strengthened the way we measure, track and report the social and environmental value we create. Over the past year, we’ve implemented new systems to quantify our performance across key impact areas — from the way we support community organisations, to how we show up as a responsible and sustainable business.


These metrics help keep us accountable, guide our decision-making, and ensure that our work continues to contribute to meaningful and lasting change. Below is a snapshot of our impact in the 24/25 financial year, represented through six key indicators that reflect our commitment to purpose-driven design and values-led practice.

Pro Bono

In line with our BCorp commitment of 5% pro bono hours per annum, we donated 5.8% of our studio time in 24/25.


For Good

During the last financial year we earned 27% of our revenue from organisations that support underserved communities.


BCorp Score

In December 2025 we became a Certified BCorp with a score of 107.6, with bonus points for the Governance, Community and Customers Impact Areas.


Kept Cups

In our morning coffee runs, we use reusable coffee cups for our team saving around 1,500 disposable cups from landfill each year.


Giving Back

We gave more than $100,000 in discounts to eligible values-focussed organisations during the 24/25 financial year.


For Purpose

95% of our turnover in 24/25 was for organisations who aim to create positive social or environmental outcomes.


OUR ONGOING COMMITMENT

We have now formalised our giving through a new Pro Bono & Community Investment Policy – FOR PURPOSE ON PURPOSE – ensuring that our impact remains measurable, transparent, and sustainable.

Each year, we commit to donating at least 5% of our studio hours to registered charities and community organisations whose goals align with our values and create meaningful benefits for people and the planet.

During the 23/24 financial year, we were patrons of Force Majeure and the Sydney Writers’ Festival, and donated to the Asylum Seeker Resource Centre.

Our PEOPLE

Generally, we recruit new graduates for our design team with the aim of building up personal and professional skills so that whether long or short-term employees, our workers are better off having been a part of Leading Hand.
 
Contractors we choose are like-minded people who understand our reason for being and contribute to the ways we can help our clients make positive changes through the work we do together.
 
We take care to work with suppliers who share our values and commitment to social and environmental impact. We look for suppliers with strong ethical practices, transparency, and a proven track record of responsible sourcing and production. 
 
Image of Jamie Carroll
Jamie Carroll
Creative Director

A graphic designer and marketer with more than 20 years industry experience. His role as a hands-on designer are supplemented with a wealth of experience in arts marketing, design planning, brand strategy, art direction, retail advertising, packaging, environmental signage and wayfinding, copywriting and print management.

Image of Brett Osmond
Brett Osmond
Managing Director

Brett has been in marketing and digital leadership roles for over 20 years. Combining a whole-business approach to strategy development and decision making has helped Brett implement high-performance strategies in digital marketing, design and branding, project management and publishing.

Jason Williams - Digital Director
Jason Williams
Digital Director

Jason Williams has been at the forefront of digital innovation, combining over 25 years of hands-on experience in UX/UI design, full-stack web and web-app development, and cloud-based hosting solutions. He’s equally at home crafting pixel-perfect interfaces as he is architecting SEO- and SEM-driven marketing campaigns, integrating social media strategies, or optimising AWS-powered infrastructures. From initial concept through to launch and ongoing support, Jason delivers end-to-end technical projects that drive results and delight users.

Image of Luke Cleland
Luke Cleland
Head of Design

Luke is an articulate and talented designer, and is our user interface/user experience (UI/UX) expert. During his time at Leading Hand, he has applied his vast knowledge of and passion for design across multiple projects, including branding, websites, print marketing, catalogues and annual reports. He has garnered a diverse skill set in both print and digital outputs and can confidently lead a design from its conceptual phase into the final product.

Image of Sofia Locke
Sofia Locke
Head of Production

Sofia is a graduate of the University of Technology Sydney with a Bachelor of Design in Visual Communication. She has experience in designing for print, digital and spatial mediums. Passionate about problem-solving and creative thinking, she thrives off transforming complex information into visually compelling designs.

Image of Jasmine Huang
Jasmine Huang
Animation / Illustrator

A Graduate of Design Centre Enmore, Jasmine's skills cover all areas of graphic design, however her passion lies in developing vibrant illustrations and breathing life into them through animation.

Image of Imogen Wilmot
Imogen Wilmot
Brand Designer

Imogen is graduate of Billy Blue College of Design, Torrens University. She loves taking on any design challenge, cultivating visuals from briefs to build larger than life, forward thinking designs.

Image of Lee Ellwood
Lee Ellwood
Copywriter

Lee is a highly-valued contract copywriter and accredited editor and very much part of our team. She believes that purpose drives communication design and delivers just the right words for our arts, industry and social purpose projects.

Markus Sternecker
Videographer

Markus is a skilled and creative videographer with an impressive showreel featuring brands including Asics, Bonds & Nike Football, and icons such as Jessica Mauboy, Manu Feildel and Courtney Act. He has experience in the film industry from music videos to TV commercials to feature films. Working with Markus enables us to provide full service production solutions at any scale to suit client needs.

Marianne Waller
Producer

Marianne has a Journalism degree which turned into a 40 year career as a writer-based creative director in Australia and overseas working in emerging markets with an eclectic mix of global brands, grass-roots, not-for-profits and social enterprises.

oUR cLIENTs

Some of our clients have been with us since day one. Literally. We have made it a priority over our 25 years to service for-purpose clients that have beneficial outcomes for their audiences, customers, patients and all stakeholders alike.
 
In the last financial year (24/25) we were able to identify 90% of our client base as for-purpose, where their primary focus was on achieving a social, cultural, or environmental mission, rather than solely on generating profit. 
 
Going forward our aim is to maintain a balance of more than 75% of our business with companies and individuals whose purpose is for good. We hope you can join us for that journey.
  • Branding
  • Copywriting
  • Digital Marketing
  • Environmental
  • Event Design
  • Graphic Design
  • Illustration
  • Marketing
  • Motion Graphics
  • Print Management
  • Search Engine Optimisation
  • Social Media
  • Videography
  • Web Design