Design-led creative director
Design thinking.
Creative vision.
Technology 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
Most creative directors pick a lane and stay there. I prefer to cross them. My approach to design thinking was forged in top-tier agencies and battle-tested inside brands, shaping creative work that actually serves its purpose.
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.
The next seven were spent freelancing with 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 build teams that produce great work consistently? Not once. Repeatedly. And at scale. With 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 spent inside the rooms where the best creative thinking happens. From Wieden+Kennedy’s relentless pursuit of cultural resonance, to 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
Bright Spark
AKQA
Poke
Publicis
Leagas Delaney
Havas Helia
AMV BBDO
Droga5
Wieden+Kennedy
Grey
Possible
02 / Building capability
Where creativity became my capability
Three years building the design function at giffgaff. A creative practice that has moved from production-heavy to genuinely strategic. Now shaping how the brand shows up, what it stands for, and how it behaves at scale.
This is where my creative leadership became real. Not just great ideas, but the operational infrastructure to deliver the systems, the principles, the culture, the team. Building things that will leave them better than I found them.
Custom Tools
Design Systems
Team Leadership
Brand Consistency
Creative Elevation
Design Operations
03 / Technology as a tool
Where technology amplifies not replaces
Over the last three years I have helped creative teams understand and adopt transformative AI technologies to improve their workflow and output.
I have been at the front of AI 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.
AI Tools
Generative AI
Automated Workflows
Competitor Intelligence
Figma MCP Integration
Design Templating
Code Development
Design Operations
04 / Capabilities
Always hands-on, always curious, and always hungry for more.
Some of my 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.