Foundational Origins and Multidisciplinary Design

Early work was rooted in experimental music and the independent alternative arts scene, performing as a musician while illustrating gig posters, fashion-graphics, graphic design & screen-printed tees. This period involved music, visual design and production techniques into a progressive era of digital and analogue development. Entry into professional design studios occurred at the pivotal transition from traditional analogue media to in-house computer driven creative capabilities. During this shift, work was contributed to Canberra and national initiatives, including Floriade and the National Film and Sound Archive, alongside composing, performing & producing for regular Canberra events & the making of the soundtrack of an independent film by Damian Heffernan “The Call of Cthulhu” which was composed & produced using early analogue, MIDI triggering, synth, turntables, instruments & layered sound which would become a personal signature methodology in Audio & Visual work.

Multimedia Innovation and Digital Strategy

During a pivotal era of digital expansion, the practice moved into large-scale web strategy and experimental production. Acting as Lead Designer for over 500+ websites & team management, the work included the independent development one of Australia’s first commercial online art galleries. In Melbourne, established the city’s first monthly multimedia residency, which bridged underground talent with global entities such as Sony Music, PwC and Mars. Professional output during this time also included collaborative audio-visual works shared with significant Australian celebrities cultural figures and media organisations. This period was further defined by creative management roles in Boston in association with AIGA, and industry presentations for AGDA, introducing international design benchmarks to the Australian market.

Global Aesthetic and Strategic Design

One of Australia’s streetwear originators,  foundational in establishing the skate, surf, and hip-hop subculture aesthetic through early 90’s streetwear development to the new commercial establishment adoption - This evolved into a prolific career in Australian & International Iconic Brands creating Fashion Graphics & Art direction for an expansive portfolio including Puma, Rip Curl, K-Swiss, Lee, Billionaire Boys Club, Everlast, Lonsdale, Ben Sherman, and Mossimo & many more. The work extended into high-saturation market strategies, developing brand and fashion ranges for NFL, MLB, Universal Entertainment, Fuji, Trans Am Racing & many more. Directly responsible for over $30M (AUD) in annual design-driven sales, the practice bridged the gap between subcultural origins and large-scale commercial viability for global retail anchors and independent boutiques.

Independent Studio and Technical Artistry

Maintaining creative independence while designing for competing brands within the same sector required a rigorous focus on stylistic and narrative differentiation. This fostered a versatile practice defined by a vast creative range and a constant drive for visual innovation. Leveraging emerging technological platforms, the studio advances the development of live auto-generative audio-visual FX and VR spatial design. This trajectory integrates new digital opportunities into a formalised production workflow that balances technical precision with a signature handcrafted aesthetic.

SELECTED EXHIBITIONS

• 2026 | Monolithic / Insignificance, Canberra Craft + Design Festival (Upcoming)

• 2019 | The Missing Records, Joshua District Gallery, Bali (Solo)

• 2019 | For the Love of Vinyl, Deus Ex Machina HQ Gallery, Bali (Solo)

• 1990s | Monthly Multimedia, Founding Artist, Performer & Curator, Melbourne (Multiple)

Education & Technical Research

• RMIT University, Melbourne | Bachelor of Graphic Design (Focus: 3D printed & Interactive Multimedia theory.). Unfinished :(

• Melbourne TAFE | Life Drawing and Figurative Study.

• Independent Research | Development of 3D spatial photography and interactive audio environments. Architecture & Sculptural Digital 3D. Spatial Audio & Sound responsive generative Art. VR/AR Conceptualisation & Production Workflows.

Selected Media Interviews

• Beat Magazine (AU)

• Inpress Magazine (AU)

• Visual Magazine (Italy) – Featured Artist Interview

• AGDA & AIGA Presentations

Visibility 1990’s - Present

The fashion industry provided a platform for cultural expression especially in the new ground pioneering graphics. Jay Sims’ career  grew from small beginnings in dynamic, disruptive boutique audience to International sales in the mass audience of hundreds of thousands of garments per year.

Select Brands & Collaborations

Puma (GER) / Coca-Cola / Sony / Uniqlo / EarthPercent /  Mars / NFL (USA) / MLB (USA)  / Everlast / Floriade / Rubiks / Target /  Dunlop / Fuji / Billionaire Boys Club / Freshjive / Rip Curl / Just Jeans / Jeanswest / National Film & Sound Archive / Lee / Mooks / Ben Sherman (UK) / Lonsdale / Vision Street  Wear / Trans Am Racing (USA) / Mossimo / Myer / David Jones / Deus