About Us

Put simply, we are a grounded team of creative thinkers who believe that the most successful outcomes are the result of true collaboration.

Our dedicated team has a diverse set of skills that enables us to produce compelling design solutions. We also work with other like-minded, experienced industry professionals to offer our clients the best possible results.

Above all, our work is based on partnerships with our clients and consultants. Throughout our process, we communicate closely to gain a deep understanding of every project, which enables us, as a team, to create something really special.


Our Services

Retail Interior Design



Interior Design

Concept Design

3d Rendering and Visualisation

Design Development

Construction Documentation

Tenancy Design Review

Creating an engaging retail store with impact is the key to providing a successful commercial outcome in today’s highly competitive retail market place.  We recognise that retailers need to reach out to their customers through experience and brand relevance to compete with or enhance online shopping.

At Dovetail Design Group we embrace these challenges and work with our clients to convert the conventional store visit into a memorable encounter that attracts and engages with its audience. We understand that store layouts need to be optimised and specifically designed to promote sales, consider customer approach, dwell times and the general operational duties of staff members.

We have a collaborative approach to the design process, working with our clients to ensure we fully understand their objectives. Our design team strive to create retail environments that are compelling and commercially viable by taking these objectives into consideration along with the needs and expectations of your customers and landlords.

Graphic & Signage Design



Retail Signage

Corporate Signage

Way-finding Signage

Environmental Graphics





Your brand is a powerful statement that reflects your business promise and it is critical to consistently integrate your brand strategies across all forms of visual communication.

We are passionate about creating memorable brands that give your business individuality and an appropriate voice. Dovetail Design also looks beyond producing 2 dimensional graphic elements by blending them with 3 dimensional forms and spaces to create integrated graphics and signage features as part of any physical environment.

Whether you need a logo, way-finding signage, in-store communications, shopfront signage, packaging, menus or uniforms, our talented designers can help build your identity or brand personality, allowing your business to engage and resonate with your customers.


Our Team

Selena Atkinson, Director


With over 25 years experience working on interior design and graphic design projects in Australia and Internationally, Selena’s skills set allows her to create unique retail spaces and dynamic signage projects.


She understands that modern retailing is all about offering a “visitor experience” – with on-line shopping so prevalent it is no longer enough to simply display products for sale. Consumers are now the audience and the retail environment must do everything it can to provide a memorable and engaging experience.


Selena is a no-nonsense designer who blends passion with a healthy dose of commercial insight to ensure her client’s vision becomes a reality. 


Kay Nelson, Director


Kay is a talented interior designer who has the ability to apply her skills to any design project.


With nearly 20 years industry experience in Australia and the Asia Pacific region, Kay brings to Dovetail Design Group a breadth of experience across hospitality, retail and commercial design as well as brand identity and environmental graphics.


Originally qualifying as a psychologist in the UK, Kay then moved to Sydney and gained an Advanced Diploma in Interior design at Enmore TAFE where she later taught for several years.


Kay believes that successful design is about putting ego aside and guiding clients to make the right decisions whilst respecting their goals and budgets.

Roseanne Gates, Senior Interior Designer

Rose is an experienced interior designer with over 10 years experience working primarily within the corporate and retail sectors.


Rose has previously worked on large scale corporate fit outs and environmental design projects, retail interior and graphic design projects both internationally and within Australia, as well as smaller retail and hospitality projects based in Sydney.



Josie Stevenson, Interior Designer

Graduating in 2014, Josie has a breadth of design experience. Josie relishes a creative brief and is highly skilled in selecting and combining suitable materials and finishes to realise the vision.


She is experienced in all areas of retail interior design process from conceptualising a new brand to detailed documentation. Josie is an open communicator and enjoys liaising and collaborating with

the client, shopfitter and other contractors to ensure the project is delivered successfully.


Yvonne Mowad, Interior Designer


Yvonne is a valued team player who combines her skills and natural dedication to assist in all areas of the design process including graphics & signage set up.

Yvonne loves to bring a new retail concept to life in well constructed 3d visualisations using our in-house technology. When not at work, Yvonne enjoys her other passion, creating delicious and beautifully decorated cakes for family and friends


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Dovetail Design Group
17 Glen Street,
Milsons Point
NSW 2061
(02) 9922 1615

© 2020 Dovetail Design Group