I design bold, engaging identities and digital experiences for iconic brands like Porsche, Stella McCartney & the Tate, as well as innovative startups shaping the future of tech. With a blend of strategic thinking and experimental flair, I bring visually stunning, impactful ideas to life.
My core competencies include:
• Brand Identity Design: Logo creation, visual identity systems, brand guidelines, and storytelling.
• Digital Design: Website design, UI/UX design, social media graphics, digital marketing assets, and interactive media.
• Creative Direction: Concept development, art direction, project management, team leadership & mentoring.
• User Experience: Wireframing, prototyping, user research, and usability testing.
• Software Proficiency: Adobe Creative Suite (InDesign, Illustrator, Photoshop, After Effects, Premier Pro), PowerPoint, Figma, Sketch, InVision, and various AI tools.
• Communication: Strong client-facing skills, ability to translate client needs into creative solutions, and excellent presentation skills.
In my spare time I mentor women through SHESAYS: Who’s Your Momma and run and host the podcast Making It: In Design which aims to make the design industry a more inclusive and diverse place.
Projects
- Effekt – The Label: An identity redefining fashion though co-creationChallenge: Effekt set out to redefine fashion by putting the power of creation in the hands of its community. The challenge was to build a brand identity that resonated with Gen Z, especially those passionate about fashion, gaming, and digital assets, while aligning with their values of inclusivity, collaboration, and authenticity. Solution: The identity was designed to champion the creators, emphasising their role as the core of the brand. Through authentic photography, bold typography, and po
- Tate: Reimagining the national collection of british art for todayChallenge: Tate commissioned me to undertake the design of a set of books for their Look Again series. The challenge was to create visually engaging and thought-provoking book designs that could shed new light on iconic artworks from the Tate’s national collection. Solution: I approached this challenge by focusing on full bleed detail crops of the artworks, encouraging readers to closely examine the images. To contrast the visual elements, I selected the sophisticated and organically styled Lau
- Stella McCartney: Crafting a visionary sustainability training initiativeChallenge: Stella McCartney needed a cohesive and engaging campaign identity for their Sustainability Series which would be used to enhance staff understanding of the company's sustainability initiatives. Solution: I developed a comprehensive set of printed and digital resources as a training toolkit. The identity centred around the concept of Restore & Regenerate, using a line graphic to symbolise this continuous process. I used Stella's brand font, Aperçu in Mono & uppercase, to subtly repres
- Bhive: Designing for tech innovation in haircareChallenge: Bhive needed a distinct brand identity that resonated with gen Z and millennial women, while positioning itself as a tech-forward solution in haircare. The web app design needed to be both functional and intuitive, especially with the integration of AI interactions. Solution: I immersed myself in Bhive's market and audience to create an identity that would resonate with consumers and supports Bhive’s growth. Inspired by the concepts of empowerment and personalisation, the identity ex
- Porsche: Establishing an impactful conference identityChallenge: Porsche tasked me with developing a distinctive brand identity for their inaugural PPX Conference 2024—an event aimed at uniting training and PPX managers from around the globe. The brief highlighted the need for an identity that embodied the themes of team spirit, motivation, and cutting-edge professionalism, while embracing a bold, minimalistic design approach. Solution: I designed an identity that resonates with Porsche’s ethos of precision and power yet is approachable and minima
- After Isolation – ExhibitionAfter Isolation is an exhibition gathering nine women artists from different mixed ethnicities dedicated to creating art under the theme of life after the pandemic. We designed an identity focused around the concept of 'New Beginnings'. In order to effectively portray this without using any artworks (as most were not made yet) we explored nature which was also a key theme in many of the artists proposals. We worked with a time lapse film of flowers blooming which we then blurred to abstraction
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Projects credited in
- After Isolation: A future imagined/predictedAfter isolation will explore the theme of our life after the pandemic. Through different angles (mental health, social and environmental) we will study the capacity of human being to be adaptable and the possibilities of change that this situation has brought us, change we can bring to the world that needs so much of it. The exhibition will gather 9 women artists showing prints, photography, video, paintings and more. Join us at Bermondsey Project Space from 24th August to 28th August 2021. IG
Work history
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Senior Branding & Digital DesignerRLS Design
London, United KingdomFreelance
Freelance design across brand and digital
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Brand & Digital Designer (Senior/LeadEffekt (Startup)
- London, United KingdomFull Time
An AI and Web3 technology-driven fashion label and platform for digital fashion co-creation
(B2B SaaS).
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Skills
- Graphic Design
- Art Direction
- Branding
- Editorial Design
- UI Design
- Digital Design
- Creative Direction
- Brand Development
- Web Design
- Concept and Ideation