Design-led creative director

Design thinking.
Creative vision.
Tech amplified.

Over fifteen years shaping how brands show up across advertising, motion, brand, experience and design systems – to building design teams that last.

15+
Years

50+
Brands

17
Agencies

My approach to design thinking was forged in top-tier agencies and battle-tested inside brands. Most creative directors pick a niche and stay there, I prefer to create agnostically, shaping creative work that actually serves its purpose.

The creative start

The first five years of my career were spent in two fast-paced design studios – a period filled with rapid team turnover, 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 in my fifth year that I won my first award – ‘Best use of Data’ on a campaign for The Financial Times, that I knew what design strategy was capable of.

Working in such fast-paced environments saw me quickly develop the skills required to match the demands of the business: a keen respect for copywriting and its ability to elevate creative, and the importance of technology as a tool in amplifying brands.

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

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The freelance years

Where my ambition
got its education

Eight years freelancing with top agencies across London, learning what creative ambition looks like from the inside. I learned how the best ideas emerge from pressure, how craft is non-negotiable, and how staying on top means fighting for what’s right, not what’s safe.

From Wieden+Kennedy’s relentless pursuit of cultural resonance, through the strategic digital precision of AKQA, to Droga5’s belief that the best work blurs the lines between art and design to make business and culture move simultaneously. For me these weren’t just jobs – they were an education in creative standards.

Neverland

Bright Spark

AKQA

Poke

Publicis

Leagas Delaney

Havas Helia

AMV BBDO

Droga5

Wieden+Kennedy

Grey

Possible

Motion Design Showreel

Mixed freelance works

The team building

Where curiosity became my greatest capability

The last two years have been spent in-house at giffgaff, asking a much harder question of me: how do you lead and grow teams that produce great work consistently? Not once, but repeatedly, at scale, and perhaps most importantly – who care as much as I do.

After many years serving roles in a hands-on freelance 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.

Building the in-house studio at giffgaff has seen the team grow in not just capability but also in effectiveness. I’ve led work to break down siloed behaviours, and pioneered new tools that have enabled designers to focus less on production and more on creative exploration, and providing the business with a real growth engine. The in-house design team at giffgaff now shapes how the brand shows up, and drives effectiveness at scale, across all channels.

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 across giffgaff – in both its ability to create efficient workflows, and the exciting benefits of content generation.

Capabilities

Always hungry, always curious, and always hands-on

Creative Direction Design Leadership Art Direction Brand Strategy Visual Identity Design Systems Motion Design Campaign Creative Generative AI Design Operations Team Building UX / UI Direction Stakeholder Engagement Creative Mentorship Brand Consistency Digital Production Storytelling