I’m driven by a deep curiosity about people—what motivates them, how they behave, and what they truly need. That curiosity fuels my work, helping me shape solutions that solve real problems and resonate on a human level. I pair meticulous attention to detail with a design-led mindset, co-leading a global creative team of 80+ across design, motion, 3D, UI/UX, development and experiential at Atkins’ in-house agency.
As one of four Principals, I’ve overseen a wide mix of in-house and external projects—from theme park branding to reviving brands like Old Jamaica Ginger Beer, Côte Restaurants and The Lakes Distillery. I specialise in conspicuous brand identities and multi-channel campaigns, turning brand ambitions into visually compelling experiences. Currently Design Director at FreshBritain and Global Creative Director at FAM Collective, I guide multidisciplinary teams from concept to execution, delivering work that connects audiences with purpose and clarity.
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