When I was young, I knew exactly what I wanted to do. Unfortunately, becoming a superhero wasn’t that easy. So, I vowed to change the world for good with design instead.
Growing up neurodivergent in Thailand gave me a very different perspective on the world.
As words were not my friends, I took comfort in the visual world and decided to come home to the UK to study graphic design.
I won a D&AD Student award in my second year and, after graduating, quickly got a job in one of London’s top advertising agencies. That was 23 years ago, but my desire to create and innovate still drives everything I do. I believe it’s essential to keep up with the ever-changing design trends and technological advances.
As Head of Design, I have had the privilege of creating, managing and growing design departments. I’ve nurtured young talent and mentored senior designers who have gone on to become design directors, creative leads, and heads of design themselves. I enjoy guiding projects and people but also revel in getting hands on with design work when the need arises.
I have been fortunate enough to work on several award-winning campaigns and on many truly iconic brands including McDonald’s, Coca Cola, Kellogg’s, Heinz, Samsung, Grolsch, Always, Heineken, Nintendo, EE, Nescafe and Jeep, to name just a few. I’ve even saved a few lives on the way with my work on RNLI.
Projects
- RNLI Respect The Water LaunchThis life saving initiative raised awareness of just how dangerous water could be. It was specifically targeted at young men because they frequently consumed alcohol and then attempted to swim in open water. I set the style and created all the graphics for the first year of the project. Then I oversaw all the graphics for the duration of this award-winning campaign. The campaign brand mark lives on and is still saving lives by raising awareness around our coast and riverways.
- Grolsch. Unconventional by TraditionGrolsch had lost its iconic status and was being overlooked by the younger generation, attracted by eye-catching new craft beers. Tasked with reviving the brand’s essence of originality and unconventional thinking, we decided to raise awareness of the unique history of Grolsch and highlight its links to music, film and food. I concepted the creative with the ECD and worked with ‘I Love Dust’ to bring it to life. I then oversaw the whole project, creating new packaging, barware and three iconic
- RNLI Spare HeartThis powerful piece of experiential was aimed at men who love scuba diving and regularly check their expensive dive gear, but didn't think about checking the most important part of any safe dive - their heart. Cardiovascular events cause 20 to 30 percent of all deaths that occur while scuba diving and the creative team wanted to shock people into action. We experimented with lots of different hearts to see what worked best, but in the end chose a movie effects company to model a replica human h
- Grolsch Fount ConceptsGrolsch approached us to create a new beer fount that embodied the ethos "Unconventional By Tradition". My starting point was the iconic bottle with its unique swing top and distinctive look and materials. I created the concepts and oversaw the 3d visualisation, and although the client loved them, we soon realised that time wasn't on our side. The project was put on hold in favour of the simpler route of re-skinning the existing fount, which you can see in my "Grolsch, Unconventional By Tradition 2016" section.
- RNLI Hidden DangersAfter 4 years working with RNLI, raising awareness of the hidden dangers of water, this was the final project - a national poster campaign. I worked closely with the creative team and CGI artist to craft the typography and layouts for these beautiful press and poster visuals. Working on RNLI was close to my heart, and what a wonderful client - helping to save lives. This was a great project to end on!
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Work history
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Freelance Design Director / Senior DesignerFreelance
London, United KingdomFreelance
HEAD OF DESIGNArc
Baker St, Marylebone, London, UKFull Time
Part of Publicis London
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Skills
- 2D Design
- Graphic Design
- Advertising
- Typography
- Experiential
- Integrated Advertising
- Branding
- Art Direction
- Managment
- 3D Conceptualization