I'm a passionate and committed Creative Director, working across a wide range of sectors. I make engaging customer experiences that help brands grow and retain an audience.
A confident leader, I work hard to ensure that my staff are motivated, autonomous and engaged. Thinking strategically, and with vision, I have experience of growing, merging and restructuring creative teams, along with scoping logistical and technical requirements needed to support change.
As a hands on creative, I offer a clean reductive approach to my design practice and enjoy working either independently or as part of a team.
I create branded content, seasonal campaigns and direct stills and motion shoots; I launch, rebrand and redesign businesses, websites, apps and magazines and lead new business pitches.
I love what I do and I work with confidence, diligence and enthusiasm at all times.
Thank you for taking the time to read this. If you would like to hear more please get in touch…
Projects
- Harvey Nichols – DubaiLaunch Creative Director of print / digital magazine for leading fashion and luxury retailer based in Dubai. Responsible for every aspect of the creative execution of this project – from initial concepts and ideas through casting and commissioning to shoot art direction, design and production. Photography: David Ralph
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Projects credited in
- Time OutMy background is in journalism, particularly in magazines. After leaving Australia for the UK I started my career in Edinburgh at The List magazine before writing for Jockey Slut, Sleazenation, The Face, the Sunday Times Style magazine, NME, Muzik and several Australian broadsheets. At Time Out I was a clubbing writer before launching a brand new section (something that rarely happens) covering the emerging cabaret and burlesque scene. I went on to be a features writer (here’s a piece on the ar
Work history
Director of Multimedia CreativeSelfridges
- London, United KingdomFull Time
As Director of Multimedia Creative at Selfridges I managed a busy team of around 40 designers, art directors and production specialists, responsible for creating and delivering work across 4 stores and all digital touchpoints.
As part of the wider Creative department, my team worked with internal and external stakeholders, delivering seasonal schemes and calendar event collateral across all touchpoints. Working with the editorial team, a wide pool of talent and external agencies, we created content for online, social, email and print. We developed advertising strategies and content campaigns evoking the spirit of the brand, used in-store and online. My team designed and produced the entire range of packaging required by the business from own brand products and gift packaging, through to the iconic yellow bags. As custodians of brand design, we created advertising campaigns for new department openings, managed all third party “tagged” advertising, and ensured everything carrying the Selfridges name conformed to the stringent brand design guidelines. My team was responsible for all Signage, Ticketing and Wayfinding, both in-store and online. We supported a number of large scale store transformation projects, helping to control footfall and guide customers around the stores during these busy times of continual change. In addition to managing a large and busy team I was directly involved in a number of large-scale development projects. Please get in touch if you would like to find out more…
Senior Art DirectorAmazon
- London, United KingdomFull Time
As Senior Art Director at Amazon Europe much of my time was taken up managing and growing a large team of creatives with an even bigger output.
Reporting into and working alongside the Creative Director, we successfully grew a team of 20 designers and producers to 60 over an intensive 12 month period.
The Creative Services team supported 5 countries in Europe, across virtually all departments.
When I joined, our team were largely concerned with producing high volume graphics and style guides, having created in the region of 150,000 assets in 2015 alone.
Through making a number of strategical new hires, we successfully transformed our business model, diverting high volume graphics production to ‘off-shore’ sites and promoting automated graphics techologies that our team made. Doing this challenging work allowed us to sustain our growth and support new areas of the business. During my time at Amazon I was involved in a wide range of exciting and challenging projects. Such as the UK launch of Amazon Fresh, for which I was creative lead.
A key focus for me at Amazon was photography and I worked hard to put in place the ground work to achieve the results the business required. I hired art directors, photographers and stylists, successfully bringing external photo shoots back into Amazon’s dedicated studios.
I set up internal shoot spaces of our own for the team to use and was instrumental in facilitating the creation of a dedicated photo studio in our London HQ. As a result our team were able to create photographic shoots more easily and produce work that raised the bar on the competition, elevating customer experience overall. Another important area of focus for me was conceptual development and ideation, working with a team to envisage how products and services might look. If you would like to hear more about my time at Amazon please get in touch…
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Skills
- Art Direction
- Digital
- Commissioning
- Design
- Production Management
- Creative Direction
- Leadership
- Content Strategy
- Concept Development
- Team Management
- Digital Design
- Pitch Development
- Brand Experience
- Branded Content
- Editorial Design
- Typography
- Ideation
- Mentoring
- Casting Models
- Design Recruitment
- Creative Cloud
- Prototyping
- Brand Design
- Brand Identity
Education
Batchelor (Hons)Camberwell College of Arts (UAL)
- London, United Kingdom
I studied Graphic Design at Camberwell College of Arts.