Cultivate Assembly

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Cultivate Assembly

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The creative direction offered at CULTIVATE means business ... including branding, design, art direction, strategy, and communication, that authentically amplifies a brand’s impact ... no BS, just an encompassing powerhouse approach to fuel brand success.

18/06/2026

Q. What do you do?

[cue immediate disappointment felt because such an expected question was asked, inner monologue spirals with thoughts like “why didn’t they ask me what entertains me on a rainy Tuesday night?” … s**t their waiting for answer … hands start fidgeting, an eye roll looms]

A No. 1: Oh this and that
A No. 2: Designer
A No. 3: I’m the lead trombone in my business

The reality: Rarely ever do I tell anyone what I do.
The reason: Well, if I’ve been too subtle, this question bores me.

And if I’m totally honest. I cannot synthesize into an “elevator pitch” what I do, nor do I want to. Yawn.

I am, however, utterly curious about people. Their journeys. Their creativity. The way they choose a meal. What they feel when their plans stuff up. The joy they’re drawn to. What choices they seek.

Because it is within these layers, conversations, laughter, empathy, and curiosity that what the possibility of what I can do for someone is clarified.

And rarely do I aim to solve, first I get titty-deep and then I get busy creating choices. And above is the most succinct way I have been able to present a snapshot of what those choices might look like.

But you guessed it, not everyone fits into this. We very quickly learn to beat to our own drum!

If you’re getting a choose your own adventure vibe … you’re getting closer .

09/06/2026

Ruminating has been the name of the game when it comes to all things astronaut / magazine.

In fact, this entire project sat on a shelf for months. Not because I didn’t want to share it. But because I thought it should be something else.

And for me, falling into the “shoulding” realm is the most debilitating place to find oneself.

It took ignoring it, creating it, recreating it, getting “too busy” to work on it, throwing it in the trash and starting from scratch, going on hols, and some very insightful yet challenging conversations to get it to where it is.

This being in the most chaotic sporadic sphere I have ever created.

And the consequence … it makes zero sense to the majority of people, while it has become a catalyst for me as I nudge toward my next precipice.

Going into something with zero objectives is not what I advise most, but it has become the primary way I grow, create, push, explore and stop.

This project has taught me a new appreciation of stopping.

An appreciation that feels rogue, uncomfy, liberating, confronting, but the sense of ease … well the ease of stopping is the easiest bit.

05/06/2026

WTF? The most common comment, response and DM whenever I post anything astronaut + hairdressor related.

The nonsensical sense this makes is tremendously satisfying.

Because sometimes creating something that does make sense actually become the reason to create it.

Lost? Good.

Download the mag for more nonsense
. . . . .

A huge shout out to Amanda and the Crew at for being such utterly accommodating champs. They embraced the nonsense and we couldn’t have been happier with what we created!

25/05/2026

What makes a cover shot a cover shot?

After years working as an art director for a mag, designing countless books, and front pages for posters, flyers and more I can honestly say there is no formula.

Gurus would disagree. Stalwarts of print media would also tell you I am lying. But having been in rooms, and around board tables, with the decision-makers … there is nothing that would come close to constituting a formula, not even a checklist.

Ego. Personal opinion. Campaigning for attention. Who is sleeping with the photographer. Are all factored way more than even the design basics like composition or colour.

It’s the most unromantic phase of creation and often left with a room full of people settling for someone’s else dominant idea.

These rooms and negotiations taught me alot. One thing being the best choice is usually right under someone’s nose but rarely are their eyes widely enough open to notice it. The second being the right choice is often the one you have to fight hardest for.

Fast forward to the iteration of business and creation I am in now. Where every day I am fighting to see, create and execute nothing but the best choice and then knowing I have to advocate for it in most instances.

It’s an approach that seems to work. Years of boardroom training with the blind opinions undoubtedly helping, but also getting out of my own way has contributed to a shift in no-f**ks-given levels of creating.

The battle now is often clients and audiences aren’t ready or open to the impact, the curiosity, the confrontation, the reality of a creation. And not being ready, strapping on a seat belt and still going for the ride takes an epic amount of gumption.

Choosing a cover shot has always been frighteningly easy.
Seek the gumption.
. . . . . . .

This project was captured by the unwaveringly open soul that is whose gumption rivals my own and embracing of chaos also. She listened, understood this idea would be an ever-evolving concept, strapped on her seatbelt and was wide eyed throughout the whole process. So am I surprised we ended up with about 12 cover-worthy shots? Not in the least.

Download CULTIVATED Issue #1 now

21/05/2026

It started with a weird idea. It ended with an astronaut on a magazine cover, interview questions left deliberately blank, and articles I really wanted to write.

It’s called CULTIVATED.

It’s free. It’s a magazine. And it’s nothing like anything I’ve made before.

Watch the video.
Download the mag [website / linkinbio]
Lean into the chaos it creates for you.

Simple.
. . . . . . .

With thanks and credit to .waldo and the Collingwood and Abbotsford communities for graciously and gloriously accepting a rogue astronaut into the community for a day.

02/05/2026

And the speediest of speedy last legs … Dresden > Siena > Marseille > Siena. Not sure any part of this jaunt could be classified as a “holiday” in its obvious sense, but a shift from the everyday, into the chaos this has been, has definitely triggered some things.

One more piazza dinner left and our two day journey home begins.

26/04/2026

Dresden … you have been one hectic deep breath

24/04/2026

Brussels you were fleeting … but boy were you fulfilling

21/04/2026

Verona … you’ve stolen my heart, chaos and decadence

18/04/2026

Mougins … your finesse has invoked a desire for layered structure

Address

Moss Vale, NSW

Website

https://cultivateassembly.com/

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