• 1982

    Born in Sydney, Australia.

  • 1992

    Discovered I had a thing for typography, pictograms, and rating films.

  • 1998

    Took my first graphic design course in high school and fell in love.

  • 2000

    Studied graphic design + advertising for 1 year at Commercial Arts Training College in Brisbane. The course included a 2-week module of web design.

  • 2001

    Continued with web design as a hobby, creating fan community websites for my favourite bands.

  • 2002

    Moved to England for 2 years and started selling logo design on eBay.

  • 2004

    Moved to Sydney and started working at Neubreed Design where I finetuned my craft and was taught how to code websites from scratch. Simultaneously freelanced for eBay-sourced clients on nights and weekends.

  • 2006

    Designed a website for Swedish band The Similou after seeing their music video on TV and contacting the record label Dealers of Nordic Music (DNM), to offer my services.

  • 2008

    Fulfilled a lifelong dream and moved to Stockholm, Sweden. By this stage DNM had transformed into a music branding agency part-owned by Plaza Publishing Group, called Heartbeats International. I started working for both Plaza and Heartbeats on my 3rd day after arriving in Sweden. At Plaza I was responsible for the websites for all the magazine titles. Several of them needed to be redesigned and rebuilt. For Heartbeats I worked mainly on sales presentations, flyers, reports, and sometimes CD design.

  • 2011

    Started Siaeva – my own company. At first I was working just for Plaza, but on a freelance basis.

  • 2012

    Invited by a colleague to collaborate as a film critic for the womens magazine Plaza Kvinna. Also started working for the agency Whiteport, on a freelance basis.

  • 2013

    Started writing film reviews solely under the Siaeva brand. Gradually built up a strong client base of my own, many of whom worked with me previously at Plaza and Heartbeats.