I've been doing this for over 13 years and the one thing that hasn't changed is starting with what you actually need.
I care about the details that most people don't notice but everyone feels. Clean layouts, considered typography, colour that actually does something. I work in Figma and know my way around a tech stack well enough to design things that are actually buildable.
I help organisations work out who they really are and how to show up properly. I bring both the strategic thinking and the hands-on work, so brands feel confident, human and consistent wherever people find them.
I build campaigns that cut through because they're based on real insight. Public sector, behaviour change, big commercial launches, I've done the lot. Creativity matters to me but so do results you can actually point to.
I help teams figure out the hard problems and turn them into experiences people find easy to use. I'm involved from the very start, research, discovery, the messy bit, all the way through to the detail. I work closely with Product and Engineering to make sure things land right.
I care about the people I work with as much as the work itself. Whether I'm building a team, shaping a vision or helping a designer figure out their next step, the goal is always the same: help people do their best work and make something that genuinely matters.
I build the foundations that help teams move faster without things falling apart. Consistent components, clear rules, the boring stuff done properly so everyone can focus on the interesting problems. All built in Figma, with a close eye on what works in production.
I lead by understanding people, building trust, and creating space for creativity to turn ideas into meaningful outcomes.
I start by getting close to the problem, the users, and the business context. I focus on what’s really going on, not just what’s been asked for.
Once the problem is clear, I work with the team to explore different directions and test what feels right before committing.
I focus on making sure what we ship is clear, usable, and well thought through. Collaboration continues right through to launch.