I am a Freelance Graphic Designer specialising in brand identity design, packaging, and website design. With over 15 years in creative studios and production agencies, I’ve partnered with global brands like Apple, The Estée Lauder Companies, and Nespresso, combining a process-driven approach with creativity to deliver impactful, client-focused integrated marketing solutions.
After founding Elm Rd., an internationally stocked artisanal home fragrance brand, I developed a deep understanding of consumer insights, brand storytelling, and the challenges small businesses face. This entrepreneurial journey has enhanced my expertise in designing brand visuals that connect with audiences and inspire.
Today, I lead Modus Creative, where I work closely with clients to craft designs for branding, packaging, and digital experiences that are both memorable and effective. Whether you’re a brand, agency, or entrepreneur, I’m here to help bring your vision to life with thoughtful, results-oriented design solutions.
Projects
- Flex Physiotherapy & PilatesA distinctive visual identity that positions Flex as the leading expert in holistic physiotherapy and Pilates in the local area. Inspired by the transformative impact of physiotherapy, this concept embodies the power of touch, connection, and targeted care. Through a dynamic visual language of heat-map gradients and fluid spheres, the design vividly conveys pain relief, healing, and quality-of-life improvements. The result is an identity that’s both professional and approachable, setting Flex
- Brand Identity and Packaging Design for Oris Oral CareOris reimagines a leading mouthwash brand for a new generation, targeting younger, environmentally-conscious consumers who prioritise sustainability without compromising on efficacy. This rebrand introduces eco-friendly, refillable packaging, a fresh and bold aesthetic, and social media content that speaks directly to the values of our audience. From custom-designed packaging to a dynamic digital presence, Oris combines nature-powered formulations with a contemporary, science-backed approach, s
- Elm Rd. Artisan Home FragranceI founded Elm Rd. in 2018 and I stayed as Creative Director until November 2023. Elm Rd. was a self-started passion project that allowed me to craft unique scents and build a brand that was stocked internationally, including Selfridges and Heal's in London and IT Hong Kong. Elm Rd. fragrances are hand-crafted in England with the finest pure essential oils in a formula that is 100% natural, vegan and cruelty-free. Their mission is to connect you to an emotion that will soothe your mind, heart an
- Brand Identity & Packaging Design for Artisan Chocolate Brand MolekülCreated by a Turkish chemical engineer with a lifelong passion for chocolate, Molekül brings together precision and indulgence to craft luxurious, guilt-free treats from only the finest organic, plant-based ingredients. The brand identity and packaging design reflect Molekül’s essence: "crafted with precision and engineered for pure indulgence." Subtle molecular references in the logo and a flavour-inspired colour palette set the tone. Hand-painted watercolour textures inspired by chromatograph
- Travel Expo Art Direction, Campaign Concept and Execution and App DesignTravel Reveries is a visual campaign designed for The Great Globetrotter, a weekend-long travel expo that showcases emerging trends, innovative products, and tailored services for all types of travellers. This project draws from the universal, emotional connections we form with our travel memories. I wanted to explore how seemingly ordinary objects or keepsakes from our journeys can serve as powerful storytellers, transporting us back to specific moments in time and place. To capture this feeli
- Editorial Property Magazine for SEGUEEditorial brochure and environmental design for a property development in Budapest. Once a bustling plywood factory turned iconic broadcast house, this Bauhaus-inspired landmark has been meticulously transformed into Segue: a stylish collection of apartments. This project takes inspiration from the Bauhaus movement, blending geometric forms, bold lines, and functional aesthetics to transform spaces into dynamic, visually striking environments. From wayfinding elements to editorial layouts, thi
Work history
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Freelance Graphic Designer & Art DirectorModus Creative
London, United KingdomFreelance
- Specialist in brand identity, packaging and web design, delivering visual solutions that resonate with audiences and elevate brand presence.
- Streamlined, process-driven approach to ensure efficient project delivery, maintaining high-quality design standards across every touchpoint.
- Integrating advanced tools and AI where appropriate, maintaining a human-centric approach to creativity for authentic and impactful designs.
- Small business and startup friendly
Creative Operations ConsultantDragons Group
- London, United KingdomFreelance
As an external consultant, I supported a leading international beauty group in a Creative Transformation Program to build a scalable, agile, and globally unified creative operation. I designed a standardised framework for an interconnected global network of studios to drive agility, scalability, and local relevance, delivering creative excellence.
Key initiatives included consolidating and reorganising studio capabilities under unified leadership and fostering enterprise-wide collaboration. Additionally, I identified and recommended best practices across AI technology, rights management, and offshoring to enhance efficiency and innovation.
I proposed a new operational structure and model for their creative organisation, presenting a comprehensive business case to senior management in support of the proposed changes.
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Skills
- Graphic Design
- Packaging Design
- Brand Design
- Brand Identity
- Web
- Web Design
- Editorial Design
- Project Management
- Operations Management
- Studio Management
Education
Graphic DesignShillington
- London, United Kingdom
Full-time Graphic Design Bootcamp