About
The obvious is overrated.
Let’s see what’s beyond it.
Much of that time was spent in design agencies, shaping complex briefs into clear and purposeful outcomes. Projects ranged from guiding website builds and developing visual identities to delivering work across print.
Today, I work independently, partnering with agencies and taking on projects directly. The approach remains the same: careful thinking, practical collaboration and hands-on involvement throughout the work.
Craft and capability.
My work spans digital experiences, brand identity, print and packaging, exhibition and wider design projects. Sometimes that means building something from the ground up. At other times it involves refining and evolving what already exists.
Illustration can also play a role. It can help shape a narrative, add character or simplify ideas that might otherwise feel complex.
When projects call for additional expertise, I work with trusted collaborators such as copywriters, photographers, developers, and motion designers – to build the right team.
Different disciplines. One shared aim: making things clear and purposeful.
Seeing the bigger picture.
Good work usually starts with really getting to know the organisation and the people in it. Talking with the team helps uncover how they see themselves, who they’re trying to reach, and what they want to achieve. Those conversations often reveal opportunities that are easy to miss when you’re too close to the day-to-day.
Sketches and wireframes might not look like much at first, but this is often where the best ideas begin to take shape. This early exploration sets the tone for everything that comes next – from brand identities designed to grow over time to digital experiences that guide people naturally and make information easy to understand.
