About me
Multi-disciplinary creative with a passion for working on projects with purpose. Producing conceptually-driven work, spanning print, digital and animation, and especially driven by branding, brand design and art direction.
Projects credited in
- Behind our new visual identityOur original visual identity was designed with the website, a few rider boxes and some business cards in mind. At that point, no one imagined we’d ever do an advertising campaign or have a kit that would be worn by thousands of riders in twelve different countries. We had a hero colour — teal — and our kangaroo logo. Fast forward three years and our visual identity needed to work a lot harder. We wanted a style of art direction that could celebrate our love for food. We wanted to give our riders kit they’d be proud to wear, that enhanced their visibility and safety both day and night. Finally, we needed a mark that could come to stand for great food and work as a favicon as well as it would on a billboard. We picked branding agency DesignStudio for the project. In their pitch they’d blown us away with their creative, collaborative approach and their dedication to understanding what sits at the heart of our business – great restaurants and a great fleet of riders. They carried out customer service shifts, became riders themselves and ate enough to get a sense of what restaurant delivery really means. But it wasn’t all fun and food. Before anyone put pen to paper, DesignStudio carried out a full semiotics analysis, looking at what our logo meant in other cultures and countries. A few members of their design team took part in workshops across the business too, discussing our collective vision for Deliveroo and where we could one day see our visual identity being used. You can read more about our founder’s vision here. We explored a variety of routes for a new logo– some that kept the kangaroo as its primary inspiration, to completely new logos that left our kangaroo roots behind. What the process highlighted was that both internally and externally our Roo had become a beloved part of our brand.6
Work history
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Senior graphic designer/art directorPirate Studios
- London, United KingdomFull Time
As the only graphic designer on the team, my role expanded to include frequent animation work for social media campaigns, branding and art directing events and open days, along with designing for print, screen and garments. I also worked closely with the construction and customer experience teams to build a new system for in-studio signage, saving the company money on material/printing costs and cutting down on customer service queries from lost customers.
Midweight–Senior graphic designerDeliveroo
- London, United KingdomFull Time
I was a core member of the brand design team that oversaw the rollout of the new branding that was launched in September 2016. I eventually created work for campaigns that were seen worldwide in over 8 languages, across digital, print, and transport wraps. As the team expanded, I became responsible for leading a small team of junior designers and artworkers on certain larger projects, as well as managing my own workload, which ultimately ended up blurring the line between designer and art director. I was involved with attending photoshoots, commissioning illustrators and art directing the in-house team on print, branding and social media projects, as well as executing the final artwork.
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Skills
- Graphic Design
- Brand Design
- Branding
- Art Direction
- Print Design
- Digital Design
- Animation
- Editorial Design
Education
Foundation HTML, CSS + JavascriptSuperHi
- London, United Kingdom
The Art of Art DirectionD&AD
- London, United Kingdom
D&AD Masterclass
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