I use strategy based design and creative writing to form identities, campaigns and engaging brand experiences. With more than 15 years experience in brand communications, I use this knowledge to create stories and systems that engage, inform and inspire. I typically work with design agencies, helping them define the challenge, identify opportunities and deliver creative solutions. My strength lies in the creative origination and articulation of ideas, along with the development of the expressive and distinct brand identities which help shape and create the all important relationship with the audience. I’ve always been drawn, ahem, to the creative origination side of projects. The creative strategy that underpins a beautifully realised idea is exciting to be involved with. I’m lucky enough to still be involved in both the heavyweight front end thinking, as well as the development of the expressive and distinct brand identities which deliver it. Imagining and building simple and appropriate opportunities to create a resonance with the audience it is meant for. Working solo, or within a broader team structure –my involvement and contribution typically involves thinking and discussion, scribbling down starting points for further investigation, and finally, after due consideration - taking the simplest, most efficient and effective direction and realising into a rich, expressive and functional system. I have a professional working knowledge of Adobe Creative Suite (InDesign, Illustrator and Photoshop).Locked Pro Plan feature
My freelance career has taken me to a number of cities around the world –but London is where I began to specialise in branding and identity, as a Senior Designer at Fitch:London for 5 years, where I would help shape creative solutions to the many different projects which I would be involved with. Two major projects I was responsible for during my time there was a city wide wayfinding and signage system for the City of Liverpool, and secondly, the transformation of Kew Gardens in London into a more high profile family entertainment destination. After a year spent working in Sydney and Melbourne, and in need of a quicker pace of life, I returned to the UK and began work at Conran Design Group as an Associate Design Director. After 2 years, I found myself drawn to the world of freelance design consultancy, working as a Design Director for agencies such as: IDEO, Imagination, The Partners, Interbrand, Wolff Olins and most recently – Seymour Powell.
In 2015 I became the Heavenly Creative Director for three major projects in the U.S. This involved the development of creative work – both in New York and London, client presentation and regular travel to oversee the ongoing work, and liaison with local agencies to support the project.
My role with Elmwood was to lead a design team creating a refreshed brand look and feel for Thames Water. My involvement included the development of creative strategies underpinning the design systems, creation of design systems and preparation of client presentations.
Whilst working with Wolff Olins, I led a design team developing a brand identity for a global agricultural client. This involved the creation of a visual and verbal brand expression which influenced the digital, environmental, print and packaging elements for the new company.
As Design Director of the CRUK project, the refreshed brand launched in September 2012. It called the public to “Join the fight against cancers.” 30,000 joined them on Facebook in the first week alone. More people understand the breakthroughs CRUK makes, and the brand has been voted UK’s 10th most beloved among 18-24 year olds.
I was lead designer on the Liverpool City way finding and identity, which involved the development of a visual identity system and comprehensive mapping system. The project was a key component of the submission for the 2008 European Capital of Culture award.