I’m a design leader blending strategy, design, and storytelling to build brands people love. I drive campaigns that perform and mentor teams to unlock their creative potential.
With 15 years of experience partnering with global brands and challengers across Retail, Fashion, FMCG, Tech, and Finance, I shape creative directions that win business, scale brands, and deliver measurable growth.
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Premium coffee brand Cafédirect, engaged me to work on multiple marketing campaigns – encompassing brochure designs, poster ads, and online marketing assets. The primary goal was to enhance brand visibility and emphasise Cafédirect’s commitment to sustainability and ethical sourcing.
The work effectively communicated the brand’s values and quality, helping to increase sales and brand recognition.
A series of Tinder Ads and OOH ads for an IQOS Media campaign design. Highlighting the problem of smoker’s breath on first dates, and the solution - smoke free vaping.
Startup snack brand ‘Neat’s’ aimed to be perceived as a lifestyle choice rather than just a snack option, connecting with consumers seeking a balance between taste and wellness. Neat’s also wanted the product to appeal to a wide consumer base. We positioned it as a guilt-free and tasty alternative to traditional snacks, leveraging the health benefits of gluten-free rice, and focused on finding the right balance between ‘alternative’ and ‘mainstream’ within the product’s visual storytelling.
The hand-drawn logotype featured an elegantly designed rice plant integrated into the brand name, symbolising the product’s core ingredient. The choice of texture effects and clean lines conveyed a sense of natural simplicity, aligning with the brand’s healthy image. It is own-able, recognisable and tells the story that Neat’s.
The packaging design played a crucial role in making the product accessible to a wider consumer base. The illustrated scenes on the packaging were carefully chosen to resonate with various demographics, creating a visual language that could be universally appreciated. The clean and vibrant packaging design also contributed to the product’s shelf visibility, making it stand out in mainstream retail spaces. Each flavour – Thai Chilli, Wasabi, Barbecue, and Sea Salt – featured a unique illustrated scene on the packaging, creating a visual story for the consumer, emphasising the diverse flavour range.
The holistic branding approach for Neat’s Rice Crackers successfully established a cohesive and compelling brand identity, ensuring a strong presence across various touchpoints from packaging to digital platforms. The combination of a thoughtful brand strategy, visually appealing design elements, and strategic advertising contributed to Neat’s becoming a recognised and preferred choice in the healthy snack market.
Lawn care brand Tend aims to become the #1 grass seed brand in the UK. To set it apart from all the noise, my team came up with a compelling brand strategy and a clear and bold brand identity.
The project included user research, brand positioning and creative design. We delivered everything from it’s iconic logo design and packaging design, to an e-commerce website experience that offers customised lawn care bundles, based on a homeowner’s needs.
Interactive Experience Design for the New Hyundai IONIQ 9. Providing an intuitive way to explore and build your new custom IONIQ 9.
Wine drinkers like a glass of wine with their movie. This partnership concept allowed both brands to benefit. The customer purchases a bottle of Darkhorse and enters their purchase information to receive 1x free movie download. A partnership that would drive brand awareness for both brands – via the perfect setting.
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