Fred l’Ami, Design Director.

Born in Alkemade, The Netherlands. Fred’s family relocated to New Zealand in the late 70’s. His approach and aesthetic is reflective of his Dutch origins, maturity and refinement permeate through his work. Recent years have seen his work diversify to include an increasing number of photography and moving image projects.

‘As I observe the merging of these distinct yet similar disciplines (design + photography) through my own work I find myself drawn to celebrated image-makers of our time.

Ways of seeing principles relate to both design and photography. I’ll be discussing my personal journey and how it’s been influenced by photography — the opportunities this has presented and some insights into my practice.'