I am a Creative Director, Brand Creator and Graphic Designer with over 16 years experience in branding and design. Over the years I have worked with clients such as Adidas, Bacardi, Bombay Sapphire, Guinness, and Wrangler at some of London’s best creative agencies.
More recently, I have worked on brands in the leisure and hospitality sectors, specialising in hotels, restaurants and cafes. Taking jobs from strategy and positioning to visual identity, art direction and activation on all shapes and sizes from boutique start-ups to larger recognised brands.
I believe that great branding comes from finding what makes a business different to its competitors, using this knowledge to create a concept that gives the brand purpose, making it memorable, enabling it to deliver new experiences that captivate audiences.
Outside of my role mentoring the team at Evolve, I founded Rockstar Brands in 2018 providing a bespoke offering for businesses that want no-nonsense branding. Away from the creative world my other loves include muddy Saturday football, my bulldog Stanley and going for a ride on my motorcycle.
Projects
- The Dixon Autograph CollectionThe hotel enriched by the world’s most cultural postcode. Located in the world’s most cultural postcode and sitting amongst cultural icons such as the Tate Modern, Southbank and Borough Market, The Dixon is a hotel infused by the vibrant art, music and theatre that makes up the unique fabric of SE1. Named after the original Edwardian architect John Dixon Butler the hotel dates from 1902 when it served as the Tower Bridge Magistrates Court. Its 193 rooms, suites, bars and restaurants enjoy an e
- OpengammaPower from Potential. OpenGamma is company that produces software for the financial derivatives market. They were struggling to communicate what the software did easily and their visual identity was uninspiring and didn’t stand out in the industry. We realised the software gives people knowledge that puts power in their hands. It enables them to maximise their operating efficiency in the financial derivates markets and ultimately fulfil their potential. From this the brand concept ‘Power from
- Poole & HunterOld craft. New masters. With a timeless handcrafted skill such as tailoring it can be easy to stick to traditions and rely on what’s been done before. Poole & Hunter knew that to be successful they had to be different to their Saville Row neighbours. They blended old tailoring traditions with bold modern designs and contemporary materials giving their clients the best of both worlds. The brand concept ‘Old craft, New masters’ positioned old and new side by side in a confident promise of the way
- One 10The fitness social network. Making a start-up pack a punch against well established competition with loyal customers is quite a challenge, especially in a niche market like spinning. To make ourselves unique our brand concept ‘The fitness social network’ blended the fun and social side of spinning with technology. The bikes in our studio collect data which is translated at the end of each ride into a ‘Cyclescore’ giving the rider points for the work they put in. We’ve also built an app that con
- Fitness SpaceNever train alone. How do you make a standard high street gym stand out from the competition? With a standout idea that gives every member their own personal trainer. The brand concept ‘Never train alone’ defined a promise that fundamentally changed the way Fitness Space operated. Every new member is partnered with their own Fitness Coach and we restructured the membership types to include personal training sessions as standard. We also created the Fitness Space app, giving members 24/7 chat wi
- The Music BoxAlive with Culture. A landmark building needs a landmark idea. Our concept ‘Alive with Culture’, defined The Music Box; an iconic building in Southwark housing a world famous contemporary music college (LCCM), a public performance space and 72 luxury apartments. The story begins with the buildings architecture. Musical inspiration is designed into the very fabric of the building with slots representing sheet music cut into the exterior and white enamel fins designed to look like piano keys wrap
Projects credited in
- Wylde Landscape ArchitectsUnleash the Wilderness. Unlike others that fight to tame and manicure their gardens from their natural state, This landscape architect believes that letting it all run wild enriches the experience of the outdoors for their clients.13
- Fitness SpaceNever train alone. How do you make a standard high street gym stand out from the competition? With a standout idea that gives every member their own personal trainer. The brand concept ‘Never train alone’ defined a promise that fundamentally changed the way Fitness Space operated. Every new member is partnered with their own Fitness Coach and we restructured the membership types to include personal training sessions as standard. We also created the Fitness Space app, giving members 24/7 chat wit
- The Music BoxAlive with Culture. A landmark building needs a landmark idea. Our concept ‘Alive with Culture’, defined The Music Box; an iconic building in Southwark housing a world famous contemporary music college (LCCM), a public performance space and 72 luxury apartments. The story begins with the buildings architecture. Musical inspiration is designed into the very fabric of the building with slots representing sheet music cut into the exterior and white enamel fins designed to look like piano keys wrap
- One 10The fitness social network. Making a start-up pack a punch against well established competition with loyal customers is quite a challenge, especially in a niche market like spinning. To make ourselves unique our brand concept ‘Super-connected fitness’ blended the fun and social side of spinning with technology. The bikes in our studio collect data which is translated at the end of each ride into a ‘Cyclescore’ giving the rider points for the work they put in. We’ve also built an app that connec1
- ME EngineersA New Possible. Architects and construction companies tend to get the limelight when major building projects are completed, and yet it is ME Engineers that designed and engineered the roof on Wimbledon Centre Court, completely renovated Colorado’s biggest Air Force Base. And it’s ME who redesigned the inner working of 16 hospitals across the US, so that people can get the treatment they need. It’s groundbreaking work that’s genuinely changing people’s lives. This underpinned our brand concept
- OpengammaPower from Potential. OpenGamma is company that produces software for the financial derivatives market. They were struggling to communicate what the software did easily and their visual identity was uninspiring and didn’t stand out in the industry. We realised the software gives people knowledge that puts power in their hands. It enables them to maximise their operating efficiency in the financial derivates markets and ultimately fulfil their potential. From this the brand concept ‘Power from2
Work history
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Creative Partner + Creative DirectorEvolve Agency
London, United KingdomFull Time
Over the past 7 years I have conceived and implemented a new positioning for Evolve which has transitioned the offering from a property-led design agency into a full service branding agency specialising in the hospitality sector. This was recognised in 2018 when Evolve became one of Marriott’s recommended agencies ensuring continual work for the Autograph Collection. In addition I have worked directly on the strategy, brand positioning, design and art direction of projects as well as managing a team of designers in the creation of a number of successful brands.
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Senior DesignerMomentum Worldwide
- Southwark St, London SE1, UKFull Time
In my role as Senior Designer at Momentum, I led a design team conceiving fully integrated brand led campaigns that intentionally blurred the boundary between online and offline design. One of my key responsibilities was ensuring a seamless flow across all digital formats and integration with social media.
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Skills
- Creative Direction
- Design
- Art Direction
- Branding
- Identity Design
- Brand Strategy
- Graphic Design