Hi! I’m a creative leader with 20 years experience bringing human-centered design, strategy, and research to life for a variety of leading global and national brands. I focus on leading projects and teams from concept to launch and building brand experiences that create impact.

I’m driven by finding the shared tension between consumer behaviors, product benefits and the business priorities – creating experiences that support all three.

Here’s an overview of my approach thinking;
1. Cultivate cultural curiosity: For me, it’s spotting whitespace and market insights, combined with a lifelong connection to art, sport, music and economics.

2. Understanding ideas birth more ideas. Ideating through a series of “what-ifs”.

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.

Clients/brands include: Adidas | CamelBak | Google | John Lewis | Under Armour.
Skills include: Brand | Creative Direction | Design | CX | Strategy | UX.