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As an Art Director at Cherry, I help to create brands people love with an award-winning team in an old winery in Islington. I am the co-founder of Manchester based collective Teacake Design where I provide direction across a wide range of projects for creative clients in the fashion, music, arts and culture sectors. You can also find me at Shillington College (LDN) helping passionate design students hone their creative skills in a positive and inspiring, industry focussed learning environment. My approach has been inspired by time working in Amsterdam studying the traditional craft values of typography. Now creating work across a diverse spectrum of media outputs I abide by the mantra that "Word + Meaning = Magic". Whether the message be serious, frivolous, funny or demure I believe communication should be at the heart of every creative solution. My process involves asking questions, listening to answers and working hard to create tangible interactions that build brand advocates and engaged audiences.