CREATES, DESIGNS, DIRECTS

I am a multidisciplinary Creative Director who blends design, strategy, psychology,
and storytelling to help people and brands express who they are with meaning, clarity and impact.

With over twenty years of experience across global brands, emerging labels and institutions,

I specialise in crafting powerful visual worlds, identities and thoughtful narratives that express who a brand truly is.

My background in analytical profiling, coaching and lecturing gives my creative work a human-centred foundation: I design with intention, direct with clarity, and always seek to understand the “why” before shaping the “what.”

Whether developing identities, building collections, or mentoring future creatives, I bring depth, structure, and a passion for work that feels both authentic and impactful.




Let’s connect on LinkedIn and see more of my work on Instagram.

Download my full resume here.

Creative Director

I approach creative direction as an act of authorship. 

My work begins with defining the underlying idea, the world, the values, and the narrative, before translating it into identity, systems, and expression.

I lead projects from concept to execution, ensuring coherence across brand, communication, and culture. 

For me, creative direction is about clarity of intent and long-term relevance, not short-term aesthetics.

Designer

As a designer, I translate abstract ideas into precise visual language. 

My work spans identity design, typography, graphic systems, and surface design, always grounded in meaning rather than decoration. 

I believe strong design is restrained, purposeful, and culturally aware, capable of carrying story, function, and emotion within a single, considered form.

Lecturer

As a lecturer, I believe that better edjuction makes a better world.

I focus on developing critical thinking, authorship, and self-awareness in emerging designers.

I encourage students to under-stand why they create before deciding what they make.

I also encourage that learning should be fun and curiosity equals growth.

Teaching allows me to continuously refine my own practice, articulate design thinking clearly, and bridge theory, craft, and professional reality.

Coach & Analytical Profiler

My background in coaching and analytical profiling informs every aspect of my creative work. 

I work with individuals and teams to uncover motivation, behaviour, and intent, translating insight into direction.

This human-centred perspective allows me to build brands and guide people with empathy, structure, and strategic clarity.