I’m a London-based designer
and illustrator focusing on strategy-driven brand design and storytelling. I create expressive identities, campaigns, and brand experiences that engage and connect culturally with audiences. I use strategic thinking and creative writing to help brands build lasting connections. I also create pen and ink illustrations blending traditional and digital techniques, favoring simple, black and white compositions. Thanks for dropping by!
Profile
I use strategy-led design and creative writing to craft brand identities, campaigns, and distinctive brand experiences that engage and inspire. My focus is on originating strong ideas and developing expressive, memorable brands that foster genuine connections with audiences. I’m passionate about building stories and systems that have cultural relevance, spark conversation, and create measurable value for both clients and their customers.
Career
My career’s taken me all over, but I really got into branding and identity in London as a Senior Designer at Fitch:London. I spent three years there tackling all sorts of projects—from creating a wayfinding system for Liverpool to helping turn Kew Gardens into a top family spot. After a year soaking up life in Sydney and Melbourne, I came back to the UK craving more buzz, and joined Conran Design Group as Associate Design Director. I worked closely with the leadership team, leading designers and turning client challenges into great creative work. Eventually, I moved into freelance, working as a Design Director with top agencies like IDEO, Imagination, The Partners, Interbrand, Wolff Olins, and most recently, Seymour Powell.
Skills and Abilities
I’m really invested in the creative strategy that shapes a project from the very start, and I feel lucky to stay involved right through—from big-picture thinking to developing expressive, distinctive brand identities. I enjoy finding simple, purposeful ways to connect with the intended audience. Whether I’m working on my own or as part of a team, I’m hands-on through every stage: bouncing around ideas, sketching out early concepts, and then refining things down to the most effective, impactful solution—bringing brands to life with systems that are both rich and practical.
Key Clients
– Alzheimer's Society
– Adama
– BP
– British Airways
– Cable & Wireless
– Cancer Research UK
– De Beers Group
– The Fat Duck Group
– Kaspersky
– LEGO
– Liverpool City Council
– McLaren
– Panasonic Europe
– Transport for London
– Visit Britain
– Vodafone
– Williams F1
– Yota
Recent Awards
Gold Award for Best Identity
Cancer Research UK
Transform Awards 2013
Grand Prix Award
Cancer Research UK
Best Overall Project
Transform Awards 2013
Cancer Research UK Brand Identity
2013 Cannes Lions International Festival of Creativity
