Profile & Experience
As a design mentor and strategic design leader, I guide creative teams through the thrilling highs of brand storytelling and the sometimes messy world of experience design. My role is to create the conditions for great work, ensuring designers can do their best while giving them the space to grow, develop, and achieve their own goals. The result? Happier teams, braver ideas, and business results that speak for themselves.
Over 15+ years - spanning freelance adventures, agency partnerships, and senior in-house leadership - I’ve helped brands from the Financial Times to British Airways, HSBC, and giffgaff shape bold visual identities, digital ecosystems, and motion-led campaigns. Along the way, I’ve learned that great work starts with great ideas, reactions can change everything, and simplicity almost always saves the day.
Today, I combine creative craft with strategic impact. I’ve acted as Head of Design, embedding AI-driven workflows, scaling design systems, and unifying brand, marketing, and product under a single creative vision. I bring resilience to lead through ambiguity, the executive presence to influence, and the curiosity to push boundaries with emerging technologies.
My focus now is on shaping design not just as a craft, but as a strategic advantage, one that scales across teams, brands, and markets to deliver lasting business impact.
Augmenting AI to extend my capabilities beyond my skill-set.
Dreaming up effective design strategies that hit all the right notes.
Leading with bold creative vision, without losing sight of the soul.
Building brands that feel just as good to work with as they look.
Bringing dead flat visuals to life, building emotion through motion.
Bloomberg
Bose
Braun
Croccs
Emirates
Ford
GoCompare
Helly Hansen
Honda
HSBC
Giffgaff
John Lewis
Lacoste
Lego
Lenovo
M&S
Nespresso
Ocado
Quickbooks
Sensodyne
Squarespace
Uber
Vodafone
Volvo
Wellcome Collection
YunoJuno
Studio life for me is mostly based in Hellingly, East Sussex. I’ve found it’s where my creativity flows best.
I strongly believe that smart remote working processes can keep teams buzzing, mentally refreshed, collaborative, and high-performing, all with just the right sprinkle of ‘hey, I’ve just seen something awesome, wana see?’.
My love and chaos is family time. Nothing sparks creativity like witnessing the unthethered minds of four tiny humans.
I recharge by getting lost, discovering something new, weird thoughts, odd perspectives, all with camera in hand, naturally.
You can ocasionally catch me at the skatepark when life calls for energy to be burnt. Or, I’ll be dusting one of my many designer figures, each one a tiny creative muse.
