Maybe Eighty is a Sydney-based creative studio led by Alice McConnell, specialising in brand identity and creative direction. We work closely with clients who value the role of design in business, building thoughtful brand identities and narratives while offering ongoing creative support. Purposefully small and flexible, the studio adapts to the needs of each project by drawing on a network of trusted creative collaborators to deliver tailored, enduring outcomes.
SERVICES
Brand Strategy and Identity
Art Direction and Production
Brand Materials
Websites and Digital
AWARDS
AGDA Awards Finalist 2026
Female Founder Awards Finalist 2026
about
ALICE MCCONNELL
Creative Director
Alice McConnell is a Sydney-based creative director and designer with a background that spans fashion, editorial, and brand identity.
Formally trained in fashion design, she began her career in fashion magazines before spending years working as a graphic designer within the in-house teams of some of Australia's most recognised fashion labels (Sass & Bide, Tuchuzy, Marcs, and David Lawrence). She also worked as a styling assistant across editorial and commercial shoots, developing a fluency in image-making and art direction that runs through everything she creates.
Her time inside fashion and hospitality marketing teams gave Alice a commercial understanding of how these businesses actually operate. The pace, the pressures, and the gap between a beautiful brand and one that actually works across every touchpoint. It's what makes Maybe Eighty's work both considered and practical; designed to be as useful as it is beautiful.
In 2017 Alice founded Maybe Eighty, bringing her editorial sensibility and commercial instinct to brand identity and creative direction. The studio works with clients who share a deep appreciation for craft: luxury accommodation and premium hospitality, fashion, beauty, and lifestyle brands where considered design is inseparable from commercial value.
CLIENT WORDS
ROMY BESNARD
Founder & Owner Lucette & Franquette Creperie, formerly General Manager Mona Farm and Marketing Director SRG Hospitality
“We’ve worked with Alice and the team at Maybe Eighty for over 17 years across a number of projects, from SRG Hospitality to Mona Farm, and more recently our restaurants, Franquette Crêperie and Lucette. Alice has a true talent for understanding what you’re trying to say, sometimes before you’ve fully worked it out yourself, and bringing it to life in a way that feels considered and genuinely reflective of who you are.
More than anything, we value connection with our customers, and for us that extends well beyond the four walls of the restaurant. It’s about creating something people feel part of, not just somewhere they visit. Alice understands that instinctively, and brings that into the way she approaches every project. Her ability to interpret a brief and translate it into something clear and considered is, in our view, unmatched.”
CIARA GALLAGHER
Founder & Owner Browera
“Working with Maybe Eighty has honestly been such a dream. I’m quite a visual person and don’t always have the words to explain exactly what I want, but they just gets it with very little direction.
Alice brought Browera to life in a way that feels so aligned and authentic to my vision. Not only did she oversee all aspects of the brand and website, but she also managed the packaging design and the feedback on that has been incredible and overwhelmingly positive.
I would absolutely recommend Maybe Eighty to anyone looking for someone who truly understands your vision and brings it to life effortlessly.”
CHERIE WOWCHUCK
Brand & Marketing Manager Mona Farm, Rockpool House, The Doncaster and more
“Working with Alice and the Maybe Eighty team is an absolute pleasure. As I've moved roles and companies, I've taken her with me because of how easy she makes my job. Clear communication, punctual on deadlines, and a creative vision you simply can't teach. Can't recommend her enough.”