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Make It Better Co consists of me - Sheena Denmead and a network of other professionals in product that can be called on to support specialty aspects of a project.


I am an industrial designer (BDes Industrial Design Hons - Swinburne University) with over 15 years of international experience in the soft-goods category. I work with lifestyle and outdoor brands that seek to produce more responsible products.


With my deep category knowledge, network and positivity, brands trust me to jump in and relieve constraints without missing a beat. Effectiveness is at the heart of what I do, and I bring best practice in product design and development to meet your vision. I can research, conceptualise, design & develop products or work on higher-level process improvement and business-wide product circularity projects.

I would love to help you by:

  • Designing a best-selling bag, backpack, tent, or accessory.

  • Executing your concept by applying my efficacy in product development.

  • Working on product strategy or process improvements with your design team

  • Helping you to map, develop and execute product circularity projects.

  • Connecting you with other subject matter experts to support your vision.


"I was always impressed at Sheena’s ability to look at old problems with fresh eyes and come up with new and interesting solutions from a design perspective.  Beyond that Sheena is a great problem solver and can rapidly shape a concept into a commercial ready product through the development process by being customer- centric, sensitive to vendor capability and quality and is always outcome oriented." Anneliese Carlson - Head of Product Development, Kathmandu

"Sheena has excellent first-hand experience developing and implementing large-scale sustainability strategies. I had the opportunity to work with Sheena at Kathmandu during the early stages of our sustainability journey. Sheena’s can-do attitude, industry connections and well-organized approach to change management was critical to the early adoption and success of our strategy."

Tim Loftus - GM Sales & Marketing, NZ Merino Company (former Global Marketing Manager Kathmandu)

Brief client and employment history:

Bellroy (AU), Kathmandu (NZ), Macpac (NZ), Integral Designs (CAN), Ambler (CAN) Kelty (USA), True (NZ). More detail on LinkedIn here:

  • LinkedIn
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