George Paitai
Resume
Contact
Location
Grey Lynn, Auckland, New Zealand
An introduction
I'm George Paitai—a graphic designer with over 30 years of experience transforming ideas into thoughtful, impactful visual systems. My career has been defined by a commitment to craftsmanship, strategic thinking, and an enduring curiosity about the evolving landscape of design.
My background spans the full spectrum of creative disciplines: branding and identity development, print design, television production, and retail campaigns that connect with audiences on both emotional and practical levels. Throughout these decades, I've witnessed and embraced significant technological shifts, always maintaining a balance between honouring timeless design principles and exploring innovative approaches.
Today, that curiosity extends into the exciting realm of AI-driven technologies—encompassing image generation, video production, and intelligent automation systems that are expanding what design can accomplish. I view these tools not as replacements for human creativity, but as powerful extensions of it, enabling designers to work more efficiently whilst pushing creative boundaries further than ever before.
My work philosophy blends traditional craftsmanship with contemporary experimentation. I remain firmly grounded in fundamental design principles—composition, colour theory, typography, visual hierarchy—whilst staying genuinely open to emerging possibilities and new creative methodologies. This approach keeps my work fresh, relevant, and consistently impactful.
Skills & Expertise
Adobe Creative Suite
Expert-level proficiency across the complete Adobe ecosystem, including Photoshop for image manipulation and retouching, Illustrator for vector graphics and logo design, InDesign for layout and publication design, After Effects for motion graphics, and FireFly for AI-enhanced creative workflows.
AI Image & Video Generation
Extensive experience with cutting-edge generative AI platforms including Midjourney, Veo 3, Kling, Nano Banana, Seedream, Flux-Kontext, and numerous other emerging tools. Skilled at crafting effective prompts and refining outputs for professional use.
AI Audio Generation
Proficient in creating professional-quality voiceovers, sound effects, and music using ElevenLabs for voice synthesis, and both Udio and Suno for AI-generated music composition and production.
AI Automation
Advanced knowledge of n8n workflow automation, having created sophisticated workflows that utilise multiple AI models via API for user-generated content creation and streamlined creative processes.
Language Models
Experienced user of ChatGPT, Claude, and Gemini for content creation, ideation, and workflow enhancement.
Music Production
Proficient in Logic Pro for professional music creation and audio editing.
Additional Platforms
Regular use of CapCut, Gamma.app, Lovable, Builder.io, Etsy, Shopify, Pinterest, Figma, Canva, Facebook Ads Manager, and Google Merchant Centre for various design and e-commerce applications.

I am highly proficient on the Apple Mac OS platform, which I've used my entire career - sorry Windows OS is not for me.
February 2021 - Current
Senior Graphic Designer
Farmers Trading Company Ltd, Auckland
Currently serving as Senior Graphic Designer at Farmers Trading Company Ltd, one of New Zealand's most iconic retail brands. In this role, I am responsible for the full creative development process, taking projects from initial conceptual ideas through to polished final designs ready for deployment across print, digital, and television platforms.
A significant portion of my work involves developing campaign lockups using both traditional Adobe Creative Suite applications and, more recently, innovative AI-powered tools that enhance efficiency and creative possibilities. I craft the visual language and overall look and feel for weekly promotional campaigns, ensuring consistency across all customer touchpoints whilst maintaining freshness and appeal.
My responsibilities extend to designing compelling point-of-sale materials that drive in-store engagement, storyboarding retail television commercials that tell brand stories effectively, and creating television commercial assets for our motion graphics contractors to bring to life.
Key Responsibilities
  • Developing creative concepts from initial ideas to finished design for print, digital, and television campaigns
  • Designing campaign lockups using Adobe Creative Suite and emerging AI technologies
  • Creating compelling look and feel for weekly retail promotions
  • Designing point-of-sale materials that drive customer engagement
  • Storyboarding retail television commercials
  • Creating television commercial assets for motion graphics production
  • Advanced Photoshop retouching for campaign imagery
  • Research and development of AI image and video generation tools
Additionally, I perform extensive Photoshop retouching to ensure all imagery meets the highest professional standards, and I actively research and develop applications for AI-powered image and video generation tools, positioning the company at the forefront of creative innovation in the retail sector.
April 2020 - January 2021
Freelance Designer & Solopreneur
E-commerce Entrepreneurship
During the 2020 lockdown period, I seized the opportunity to expand my professional skillset by building and launching two complete Shopify stores. What began as an exploration of an additional income stream evolved into an invaluable educational experience that fundamentally enhanced my understanding of modern digital commerce.
Practical Skills Development
This hands-on experience provided me with comprehensive insight into the entire e-commerce ecosystem—from initial store setup and product photography to payment processing and order fulfilment. I gained practical knowledge of search engine optimisation (SEO), digital marketing strategies, customer acquisition, and conversion optimisation.
Enhanced Capability
The experience added another significant dimension to my professional skills set, enabling me to approach design projects with a deeper understanding of online retail dynamics, user experience considerations, and the technical requirements of successful e-commerce operations. This knowledge proves invaluable when working with retail clients today.
October 2007 - April 2020
Senior Graphic Designer
.99 Enterprises Ltd, Auckland
For nearly 13 years, I served as Senior Graphic Designer at .99 Enterprises Ltd, a boutique creative agency where I honed my craft across an impressive breadth of projects and client sectors. This extended tenure allowed me to develop deep expertise whilst maintaining the creative freshness essential to exceptional design work.
Brand Development
Led comprehensive brand development initiatives and created distinctive identity and logo designs that captured client visions and resonated with target audiences.
Retail Creative
Developed compelling retail creative campaigns, collateral materials, and point-of-sale designs that drove customer engagement and sales performance.
Multi-Format Design
Designed packaging, magazines, brochures, and social media content that effectively communicated brand messages across diverse platforms and touchpoints.
Art Direction
Provided expert art direction for photographic shoots, TVC and motion graphics projects, alongside advanced Photoshop retouching and storyboard visualisation.
Brand Development
  • Identity and logo design
  • Brand guidelines
  • Visual systems
Design Deliverables
  • Packaging design
  • Magazine layouts
  • Brochure design
Creative Direction
  • Photographic art direction
  • Motion graphics direction
  • Storyboard visuals
August 2004 - September 2007
Graphic Designer
Clemenger Harvie Edge (CHE), Melbourne
Relocating to Melbourne presented an exciting opportunity to work with Clemenger Harvie Edge, one of Australia's most respected advertising agencies. This three-year period proved instrumental in broadening my design perspective and exposing me to diverse Australian market dynamics and creative approaches.
During my time at Clemenger, I worked across multiple high-profile accounts, developing sophisticated brand identities and comprehensive design solutions that met exacting client standards and agency expectations.
Brand Identity & Logo Design
Created distinctive brand identities and memorable logos for diverse Australian clients.
Collateral & Point of Sale
Designed comprehensive collateral materials and impactful point-of-sale displays.
Publications & Packaging
Developed packaging solutions, magazine layouts, and brochure designs across various sectors.
The Melbourne experience enriched my professional capabilities significantly, introducing me to different creative cultures, workflow methodologies, and design sensibilities that I continue to draw upon today. Working within a larger agency structure also enhanced my collaborative skills and project management abilities.
April 2000 - April 2004
Art Director
Singleton Ogilvy & Mather, Auckland
My four years as Art Director at Singleton Ogilvy & Mather represented a pivotal period in my career development. Working within this prestigious international agency network provided exposure to world-class creative standards, sophisticated client relationships, and complex multi-channel campaigns that shaped my approach to strategic design thinking.
Brand Development & Identity
Led brand development initiatives and created distinctive identity and logo designs that established strong market presence for diverse clients.
Retail Campaign Development
Developed comprehensive retail creative campaigns for both print and television, managing projects from concept through to final production.
Design & Art Direction
Created collateral materials, point-of-sale displays, and packaging designs whilst providing expert art direction for television commercial and photographic productions.
This role demanded excellence across all creative disciplines—from initial conceptual thinking through to meticulous execution. The experience working alongside talented creative directors, copywriters, and account managers significantly elevated my professional capabilities and understanding of integrated campaign development.

I forged long-standing relationships while working here, many of whom are now leading stalwarts of the New Zealand advertising industry.
April 1996 - March 2000
Freelance Graphic Designer
Agency Collaboration
Sub-contracted to numerous advertising agencies throughout Auckland, providing flexible design support across diverse projects and client accounts.
Retail Expertise
Specialised in retail creative development and design, creating compelling campaigns and collateral materials that drove customer engagement.
Comprehensive Design
Delivered point-of-sale displays, packaging designs, and various marketing materials for multiple industry sectors.
This four-year freelance period proved invaluable in developing business acumen, client relationship skills, and the ability to adapt quickly to different agency cultures, workflows, and creative styles. Working across multiple agencies simultaneously provided extraordinary breadth of experience and exposure to diverse creative approaches.
The freelance environment also taught me essential skills in project estimation, time management, and self-motivation that continue to benefit my work today. This period established a strong professional network throughout Auckland's advertising community and built a reputation for reliable, high-quality design work delivered on time and within budget.
Client Relations
Developed strong relationships with creative directors and agency partners across Auckland.
Adaptability
Mastered the ability to quickly understand different brand voices and agency creative styles.
Versatility
Gained experience across multiple industry sectors, from retail and FMCG to corporate and non-profit organisations.
April 1994 - April 1996
Art Director
Y&R Mattingly, Auckland
My professional journey in advertising began at Young & Rubicam, one of the world's most prestigious advertising agencies. This foundational role provided exceptional training in creative excellence, strategic thinking, and the rigorous standards that define world-class advertising.
During this formative period, I focused primarily on retail creative development and design for Farmers, New Zealand's iconic department store chain. This account provided tremendous scope for creativity across multiple formats and touchpoints, from large-scale print campaigns to direct mail pieces.
The experience included comprehensive mailer design and photographic art direction, where I learned to craft compelling visual narratives that drove customer response and sales performance. Working on such a significant retail account taught me the importance of understanding customer psychology, seasonal planning, and the commercial imperatives that drive successful retail advertising.
Retail Campaign Development
Led creative development and design for Farmers department store campaigns
Direct Mail Design
Created engaging mailer designs that drove customer traffic and conversions
Art Direction
Provided photographic art direction for retail campaign imagery
The Y&R experience established the professional foundation upon which my entire career has been built—teaching me discipline, attention to detail, and the collaborative approach essential to successful advertising. The relationships formed during this period continue to provide professional value decades later.
Professional References
Craig Whitehead
Chief Creative Partner, Insiders Agency
Formerly CEO/Creative Director of .99 Enterprises Ltd
T: (021) 621 723
Jon Tricklebank
Design Director, Bob's Your Uncle
Formerly Design Director of .99 Enterprises Ltd
T: (021) 214 0705
Singleton Ogilvy & Mather Colleagues
During my tenure at Singleton Ogilvy & Mather, I had the privilege of working alongside several stalwarts of the New Zealand advertising industry. These respected professionals can speak to my work during that period:

Additional references available upon request. I'm happy to provide further professional contacts who can speak to my work quality, reliability, and collaborative approach.
Education & Foundation
Diploma of Graphic Design
Auckland University of Technology
My journey into graphic design began at Auckland University of Technology, where I pursued a Diploma of Graphic Design. This formal education proved transformational, taking my natural drawing talent to the next level and exposing me to creative possibilities I had never imagined as a young person fresh out of high school.
The programme provided comprehensive training across all fundamental design disciplines—typography, colour theory, composition, print production, and conceptual thinking. More importantly, it introduced me to the professional standards, work ethic, and creative problem-solving approaches that have guided my career for more than three decades.
Looking back, that decision to pursue formal design education opened doors to opportunities I could never have anticipated as a "clueless kid" with artistic inclinations but no clear direction. The skills, knowledge, and professional foundation established during those formative years continue to underpin everything I create today, even as the tools and technologies have evolved dramatically.
Thank You
Thank you for taking the time to review my experience and qualifications. I look forward to the opportunity to discuss how my skills and passion for design can contribute to your organisation's success.
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