I use strategy based design and creative writing to form identities, campaigns and transformative brand interactions. This approach enables me to create stories and systems that engage, inform and inspire. My strength lies in the creative origination and articulation of ideas, along with the development of the expressive and distinct brand identities which helps shape and create the all important relationship with the audience. In short, I help surface ideas that have cultural currency, get people talking and create value for both clients and customers.


My formative career has taken me to a number of cities around the world – but London is where I began to specialise in branding and identity, as a Senior Designer at Fitch:London for 3 years, where I would help shape creative solutions to the many different projects which I would be involved with. Two major projects I was responsible for during my time there was a citywide wayfinding and signage system for the City of Liverpool, and secondly, the transformation of Kew Gardens in London into a more high profile family entertainment destination. After a year spent working in Sydney and Melbourne, and in need of a quicker pace of life, I returned to the UK and began work at Conran Design Group as an Associate Design Director. In my role as ADD, I worked with the management team and Creative Director to translate and deliver creative strategies for our clients. I would do this by working with my team of designers to define, develop and deliver meaningful creative solutions to the many business challenges that our clients would bring to us. After a while, I was drawn to the world of freelance design consultancy, working as a Design Director for agencies such as: IDEO, Imagination, The Partners, Interbrand, Wolff Olins and most recently Seymour Powell.

Skills and Abilities

I've always been drawn, ahem, to the creative origination side of projects. The creative strategy that underpins a beautifully realised idea is exciting to be involved with. I'm lucky enough to still be involved in both the heavyweight front end thinking, as well as the development of the expressive and distinct brand identities which deliver it. Imagining and building simple and appropriate opportunities to create a resonance with the audience it is meant for. Working solo, or within a broader team structure – my involvement and contribution typically involves thinking and discussion, scribbling down starting points for further investigation, and finally, after due consideration - taking the simplest, most efficient and effective direction and realising into a rich, expressive and functional system.

Key Clients

– Alzheimer's Society
– Adama
– BP
– British Airways
– Cable & Wireless
– Cancer Research UK
– De Beers Group
– The Fat Duck Group
– Kaspersky
– Liverpool City Council
– 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