SELECT CLIENTS :

ActionAid | Adidas | Google | John Lewis | Footlocker | Under Armour

SERvices include :

Creative Direction | Strategy | Branding | Service Design | Experience Design

An ex-Londoner, now Creative Director at Latitude, I have over 15 years industry experience – delivering brand, design and experience solutions across sectors including sports, lifestyle, tech, retail and fashion. Cutting my teeth at some of the top agencies in London, I contributed in both small design led studios and larger branding agencies.

Possessing a honed background of strategic design thinking and application, I’m driven by beautiful, functional design with a modern aesthetic that becomes part of people’s lives. I am particularly interested in meeting and collaborating with radical people and thinkers.

Being a creative director isn’t just about managing a design team – of course that’s an important aspect – it’s understanding where ideas come from and breeding the culture that creates them. It’s also understanding today’s consumer and their heightened expectations, a key driver for modern business performance. Here’s an overview of my approach thinking;

1. Cultivate cultural curiosity: For me, it’s spotting trends and market insights, combined with a lifelong connection to art, music and economics.

2. Begin ideation early: Understanding ideas birth more ideas. “Have an idea… and murder it for a new one”.

3. Collaborate: Modern designers aren’t tortured geniuses. Good ones are empathic sponges.

4. Future focus: Driven by imagining future states, versus designing for just today – this is what creates change.