Founder · Creative director

Marty

Martin Costanzo

More than 30 years across design, branding, marketing, e-commerce, advertising and digital technology.

About

I started my career as a designer, but over more than 30 years my work has expanded into branding, marketing, e-commerce, advertising and digital technology.

I’ve worked on both the creative and commercial sides of businesses — from artwork, magazines and exhibitions to national product ranges, packaging, websites, online stores and Google Ads.

That experience has shaped how I look at a business today. I don’t see branding, marketing, e-commerce and advertising as separate pieces. I look at how everything works together: how the brand presents itself, how the product stands out, how the website performs, how advertising reaches the right audience and, ultimately, how it all supports growth.

Experience

From fine art to commercial design

1992

Received the TAFE Painting Award at the Chroma Acrylics State Awards.

1993

Began a professional design career at Visual Design Group in Wollongong.

1995

Established an independent design consultancy serving Wollongong and Sydney.

1997–2022

Art director and production manager of The Security Insider for approximately 25 years.

2008–2014

Directed national marketing and packaging design for Karpati’s skincare and haircare ranges.

2014–2017

Led design and packaging strategy for more than 2,500 products across 27 categories at Yatsal Distributors.

Today

Combining design, commercial experience and emerging technology through Webfx2 Digital.

The beginning

It started with art and design

Drawing and painting came first. After leaving school, I studied Fine Arts at TAFE NSW for two years. In 1992, I received the TAFE Painting Award at the Chroma Acrylics State Awards for a series of original paintings.

My professional design career began in 1993 at Visual Design Group, an advertising agency in Wollongong. It was there that I became involved in introducing Apple computers into the agency’s design process — right at the beginning of the industry’s move from traditional artwork to digital production.

In 1995, I established my own design consultancy. Over the following years, I worked directly with businesses throughout Wollongong and Sydney, as well as major North Sydney agencies including George Patterson Bates and HMA Blaze.

In 2008, the business evolved into Webfx2 Digital, reflecting the growing importance of websites, online marketing and digital communication.

Selected work

Creative work across changing platforms

A selection spanning packaging, publishing, brand identity, advertising and digital experiences.

Xtra Kleen FMCG range — Packaging by Webfx2 Digital — Packaging
Xtra Kleen FMCG range

The Bride’s Diary — Publishing by Webfx2 Digital — Publishing
The Bride’s Diary

Brand identity

Novotel

Horizon AI travel platform — Digital by Webfx2 Digital — Digital
Horizon AI travel platform

Integrated campaign creative — Advertising by Webfx2 Digital — Advertising
Integrated campaign creative

AMSS Group — Web and industry by Webfx2 Digital — Web and industry
AMSS Group

Commercial perspective

Working inside the business

In 2008, I moved into senior in-house brand and marketing roles. This gave me a much deeper understanding of the commercial side of design — how products are developed, positioned, distributed, promoted and sold.

At Karpati between 2008 and 2014, I directed national marketing and packaging design for its skincare and haircare ranges. This included developing marketing programs across 25 David Jones stores and supporting exports to Denmark, Germany, the United Kingdom, Japan and New Zealand.

At Yatsal Distributors from 2014 to 2017, I led the design and packaging strategy across more than 2,500 products in 27 categories. These ranges were distributed nationally through FoodWorks, Metcash, Mitre 10, SPAR, HBT and IGA. During that period, the company’s turnover grew by 50 per cent.

Publishing and events

Complex creative projects, end to end

I was the art director and production manager of The Security Insider for approximately 25 years, beginning in 1997. I was also art director of The Bride’s Diary from 1999 to 2003 and INCLEAN from 2000 to 2004.

My event experience included art direction for the Melbourne Security Expo from 1997 to 2000 and the Olympic Security Exhibition in Goulburn from 1998 to 2000. The latter brought together SOCOG, the Police Command Centre and the Australian Security Industry Association in preparation for the Sydney 2000 Olympic Games.

E-commerce and technology

Design connected to performance

I launched an online store called Savings Direct and developed hands-on experience with Shopify, Neto and BigCommerce, as well as large product catalogues, online marketplaces and digital merchandising.

Google advertising became another important part of the picture. I began with Google AdWords and continued building experience across paid search, shopping campaigns, SEO, analytics and conversion-focused website development.

Art and design

Branding and marketing

E-commerce and technology

Digital marketing

Case study

AMSS Group

AMSS Group — All Metal & Stainless Solutions — is a good example of how these skills work together. Following the Wollongong metal fabrication company’s takeover in 2017, I took responsibility for repositioning it from a regional trade fabricator into an architectural and commercial metalwork specialist capable of servicing projects across Sydney and beyond.

Since then, I’ve managed the development of its brand and market presence, including the revised logo, capability brochures, vehicle signage, project photography, social media, paid advertising and digital content.

More recently, I launched a new AMSS Group website and developed a 3D visualiser to help clients understand architectural metalwork options before moving into fabrication.

Today

Visually strong. Commercially practical. Genuinely useful.

I’m particularly interested in how businesses present themselves across websites, retail, e-commerce, social media, search engines and emerging AI platforms.

Technology continues to change how creative work is developed and how people discover, compare and connect with brands. For me, its value comes from combining new tools with experience, strategy, strong design principles and an understanding of how businesses actually operate.

Outside work, I enjoy boxing, exercising and walking along the beach, along with music, travel, photography and video.

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