A complete redesign of the website. This initiative was driven by a dedication to providing a superior user experience. Focused on creating a modern, intuitive interface that enhances usability and engagement. Key features of the redesign include streamlined navigation, improved accessibility, and a fresh product showcase.
New Zealand Rugby undertook a nationwide search for talented sports women with an Olympic dream. Many athletes can trace their journey to the Olympics back to their selection for the Go For Gold search four years earlier.
Date: 2024
Client:New Zealand Rugby
Role: Branding & Design
The 2017 New Zealand Lions Series was a much-anticipated rugby tour held in June and July 2017. The British and Irish Lions, featuring top players from England, Ireland, Scotland, and Wales, undertook a challenging tour of New Zealand. The task of implementing and executing the brand and “Out Roar” campaign was crucial in energising fans and creating a vibrant, unified support base for the Lions throughout the series.
Date: 2016-2017
Client: New Zealand Rugby
Role: Branding, Design & Marketing
2012 Research Report Created a publication highlighting the breadth of research at Open Polytechnic, with a focus on both projects and the researchers driving them. Designed for clarity, accessibility, and strong visual impact.
2015 Annual Report Designed the annual report with a focus on clear layout and engaging infographics, making key achievements and financial performance easy to understand. Awarded Gold at the Pride in Print Awards for design excellence.
Date: 2024
Client: Open Polytechnic
Role: Layout & Design
Two annual reports were created for New Zealand Rugby. The 2017 cover celebrated the Black Ferns’ victory in the Rugby World Cup, while the 2018 cover highlighted the unity of the rugby community.
Date: 2017 - 2018
Client: New Zealand Rugby
Role: Branding & Design
Responsible for the overall creation and creative direction of the “OURS” campaign. This campaign aimed to foster community and belonging among fans, successfully increasing engagement across various platforms. Through compelling visuals, relatable messaging, and interactive content, the campaign resonated with the target audience, resulting in higher social media engagement.
Date: 2018
Client: Mitre 10 Cup
Role: Branding & Design
New Zealands teams in black—All Blacks, Black Ferns, and Māori All Blacks—feature a variety of materials celebrating these renowned rugby teams. This includes promotional items such as posters and digital assets. Each piece reflects the teams’ distinctive colours and patterns, enhancing their identity, engaging fans, and showcasing their storied legacy and achievements.
Date: 2018
Client: All Blacks, Black Ferns, Māori All Blacks
Role: Branding & Design
An illustration style was developed for Life Insurance Plus, along with a variety of advertising placements. This unique style captures the essence of the brand across all promotional materials. The illustrations are designed to engage the target audience, effectively communicating the benefits and values of Life Insurance Plus in a relatable and memorable way.
Date: 2023
Client: Life Insurance Plus
Role: Branding & Design
A brand built from the ground up, Smiths positions itself as Queenstown’s premier craft beer sanctuary: an authentic, vibrant, and inviting “free-house” that champions daring flavors and creative brews. It’s the kind of place where adventurous beer lovers come to explore, socialize, and savor local craftsmanship. This hand-crafted ambigram logo reflects the brand’s personality—bold, playful, and thoughtful—visually capturing the balance, creativity, and craft that define the Smiths experience.
Date: 2015
Client: Smiths Craft Beer House
Role: Branding & Design
Mighty Healthy is Wellington’s go-to health coaching service. It’s approachable, supportive, and empowering—championing small, sustainable changes over drastic overhauls. The identity encourages clients to take charge of their health, making wellness enjoyable, achievable, and long-lasting.
Date: 2023
Client: Mighty Healthy
Role: Branding & Design
I’m James May, a Wellington-based designer with a passion for visual storytelling. I work across disciplines to craft design that not only looks good but transforms brands and grows businesses.
Every project is shaped around the needs of the client, because I believe the best results come from collaboration and trust. Whether it’s digital design, branding, illustration, packaging, document layout, or marketing collateral, my goal is always the same: to create work that connects and lasts.
If you’re looking for fresh ideas and a creative partner who listens, I’d love to help.
Let’s create something mighty together.
Email: mighty_nz@proton.me
LinkedIn: linkedin.com/in/jamesmaydesign
Instagram: @mighty.wlg.nz
