About

I like to understand things properly before I start trying to make them better.

I’ve spent much of my career working with complex businesses, specialist products and audiences that aren't always easy to reach. It’s taught me to ask better questions, value clarity and not add complexity where it isn't needed.

Understand the problem

Get to the heart of what we're really trying to solve before deciding what the answer should look like.

Find the idea

Look for the thought that makes someone stop, look again or understand something differently.

Make it work

Turn the idea into something that works for the people, channels and experiences it needs to.

Years turning problems into ideas

Across brand, campaigns, digital, film and experiences.

View work

Approach

I still like making things.

My role has grown over the years, but I’ve never lost the part of the job I enjoy most: finding the idea and making it happen.

100+

Brands

Across B2B and consumer audiences, from specialist businesses to household names.

Creative leadership

10+

Years leading creative teams

Setting the direction, building the right team around an idea and helping people make the work as good as it can be.

Experience

16 years of making, leading and everything in between.

I started out designing the work myself and gradually moved into leading the people making it. The two have never felt completely separate. I’m still as interested in finding the idea and shaping the execution as I am in setting the direction, building the team and helping the work become as good as it can be.

2019–Present

Creative Director

SLG Agency

Leading creative strategy and direction from initial brief through to delivery, shaping briefs, developing and presenting ideas, building multidisciplinary teams and working with them to make the work happen.

2015–2019

Creative Lead / Associate Creative Director / Design Lead

SLG Agency

Progressing through creative leadership roles, taking greater responsibility for ideas, creative direction and the teams delivering them, while remaining hands-on with the work.

2015

Creative Designer

ami&co

Working across brand and digital projects for B2B and consumer clients, collaborating directly with clients and developers from early conversations through to delivery.

2010–2015

Graphic Designer

SLG Marketing

Starting my career across brand, campaigns, print and digital, developing my craft, ideas and experience working directly with clients.

Brands I’ve worked with across 20+ sectors.

How I work

The role changes depending on what the work needs. Sometimes that means setting the creative direction and building the right team around an idea. Sometimes it means developing concepts, art directing or designing alongside them. Usually it’s a bit of both. I’m comfortable moving between the big picture and the detail, from shaping a brief or presenting an idea to working through the execution with the people making it.