Design thinking.
Creative vision.
Tech amplified.

The first five years of my career were filled with team fluctuations, business pivots, and relentlessly fast-paced work that taught me the importance of both speed and quality in delivering on a client’s promise. It was when I won my first award ‘Best use of Data’ on a campaign for The Financial Times, that I knew what design thinking was capable of.

The next eight were spent freelancing with top agencies across London, learning what ambition looks like from the inside. I learned how the best ideas emerge from pressure, how craft is non-negotiable, and how creative leadership means fighting for what’s right, not what’s safe.

The last three have been spent in-house at giffgaff, asking a harder question: how do you lead teams that produce great work consistently? Not once. Repeatedly. And at scale. Building teams who care as much as I do.

As a successful creative director I know when to prompt, and more importantly, when to pick up the pencil.

01 / The freelance years

Where my ambition
got its education

Eight years freelancing inside the rooms where the best creative thinking happens. From Wieden+Kennedy’s relentless pursuit of cultural resonance, through the strategic digital precision of AKQA, to Droga5’s belief that the best ideas make business and culture move simultaneously. These weren’t just jobs. They were an education in creative standards.

Neverland
giffgaff

When giffgaff pivoted from their grassroots ‘run by you’ positioning to the purpose-driven ‘up to good’, they needed a visual system that could match their ambition, one that could cut through the noise and scale across every touchpoint.

Grey
Tuborg

Grey developed a unique digital experience for Tuborg that enabled people to not just experience the life of a celebrity, but to experience a night living in their shoes.

Motion Design Showreel
Mixed works 2016-2019

02 / Building business capability

Where curiosity became my greatest capability

The last three years at giffgaff are where my leadership qualities have been battle tested. After many years serving freelance director roles in a purely hands-on capacity, it’s at giffgaff where I began looking at the operational infrastructure needed to deliver the systems, principles, and culture that teams need to do their best work.

I've been building the in-house studio capability by business casing new tools for the team to collaborate and ship work more efficiently, I've expanded the team and their skillsets, broken down silo'ed behaviours, and enabled designers to focus more on creative exploration across campaigns, and providing the business with a real growth engine. The in-house design studio at giffgaff now shapes how the brand shows up and drives effecetivenes at scale, across all internal channels.

I’ve achieved many firsts in my position as acting Head of Design at giffgaff; I was the first designer to lead a hackathon team; The first to close the gap between our internal designers and external agency partners, to bring the best of both worlds together; The first designer to bring insight and data into our design process, one of the key drivers in boosting the effectiveness of every campaign shipped since my time there, providing YoY growth.

03 / Technology as a tool

Where technology amplifies, not replaces

Over my entire career I have helped creative teams understand and adopt transformative tools and technologies, most recently this has included the adoption of AI in both efficient workflows and content generation.

I have been at the front of technology integration across giffgaff by building custom tools that have saved money, automated workflows that save time, launched automated campaigns that reduce time to ship, and expanding studio capability.

04 / Capabilities

Always hungry, always curious, and always hands-on

My current favourite tools

05 / Brands worked with

06 / Selected works

Everything made with purpose

“Technology - including AI - will always play a role in creativity. It serves to expand exploration, increase efficiency, and frees teams to focus on personal judgement, storytelling, and craft.”

My creative philosophy

07 / Contact

Let’s make something worth showing

If you’re building a brand that needs to mean something, or a creative team that needs to believe in what they’re making, let’s talk.