About me

I believe in beautiful design. Creative Direction, Packaging Design, Brand Strategy, Digital Direction, Brand Guardianship. With extensive experience in graphic design, packaging NPD, visual storytelling and brand strategy, I am equally at home re-building product identity for a heritage brand as driving high growth in a punchy start-up. I am continually excited by emerging trends and shifts in lifestyle and I translate these insights into inspiring collections that resonate with the right audiences.

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Projects credited in

• #SwoonMonsoonBehind-the-scene look at Monsoon’s #SwoonMonsoon photo & video shoot with Missy Rayder and Frederikke Winther.

Work history

Design DirectorHotel Chocolat
Apr 2017 - Feb 2021London, United KingdomFull Time
For 4 years’, I was responsible for bringing Hotel Chocolat’s brand vision to life - from developing, managing and implementing creative design strategies to protecting and differentiating the brand and image. I successfully steered Hotel Chocolat from a chocolate brand to a lifestyle brand, working globally - from the UK to the Caribbean, New York and Tokyo. I led a team of designers and managed all aspects of packaging NPD, marketing brand design, development and implementation across all customer channels.
Creative ConsultantThe White Company
Jan 2017 - Mar 2017London, United KingdomFreelance
Working collaboratively with the Head of Creative Operations and Multi-Channel to design and develop new customer journeys across Clothing, Fragrance & Bedding categories. In tandem with the Art Directors to establish and develop the framework to deliver full suites of image and product sets across all channels.

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