On Instagram
@universalfavourite
@a_live
Ali is a Creative Director, Partner at Universal Favourite, and a firm believer that “safe” is the riskiest move a brand can make.
He joined the studio with a decade of experience at some of Australia’s biggest branding agencies, shaping giants like Commonwealth Bank and Brand Victoria, but his real passion lies in subverting the very category expectations those brands often lean on. Whether he’s working with a global player or a rising independent like Butter Baby, The Dinner Ladies, or Saintly, Ali’s goal is to find the core idea that gives a brand a personality of its own.
For Ali, the “how” is just as vital as the “what.” He views the creative process as a craft in itself, believing that great work isn’t just a happy accident, but the result of genuine collaboration and a commitment to the integrity of the original concept.
This approach has earned him a fair share of international recognition, including a Bronze cube at the ADC Awards, a Graphite Pencil at the D&AD awards, Gold Pins at the The Best Awards, and AGDA Pinnacles. When he’s not pushing the work to something greater, he’s usually busy in his most demanding role yet: being a proud boy dad and keeping up with the chaos at home.