Hi, I’m Tana Mitchell, an award-winning independent creative director & designer with over 20 years’ experience across the cultural, commercial & corporate sectors.

My practice spans strategic brand & product development for large organisations to experimental design solutions for independent record labels, hospitality, artists & art galleries.

Regardless of scale, I prioritise generating strategic ideas & delivering impeccably crafted design—across packaging, publications, exhibitions, web, interiors, industrial design & brand identity.

I am dedicated to creating design solutions that grab people’s attention & hearts. I strive to make things that are thoughtful, intelligent, helpful, engaging & aesthetically sensitive to context.

I love what I do & love working with people that love what they do. My approach is methodical & responsive; to work with people, not for people; to create work that upends expectations; to be part of change.

In 2015, I co-founded AKIN, an award-winning design studio in Aotearoa New Zealand with Emma Kaniuk. We still collaborate when the opportunity arises. Now, I’m based in Naarm Melbourne.

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Tana has created & developed many well-known New Zealand brands, including Britomart, Monteith’s, Air New Zealand, Powershop, ParisGeorgia & The Govett-Bewster Art Gallery. Tana has worked in London, Berlin & New York where she has developed strategic design concepts for Hershey’s, Citibank, Quirky & Raindog Films. Her work has received many DINZ Best Awards including the stringer prize {purple pin} & has also been recognised internationally by the D&AD, DesignWeek & Wallpaper Magazine.

If you’d like to meet up or chat, drop me a line.