About me
I’m a graphic designer and creative thinker. I’m strategic and curious, a lover of the arts, of learning and cooking.
I began my career in HR working in digital media with Yahoo! and Dentsu Aegis Network. Working client side at these organisations, I developed an understanding of the way that brand can influence internal culture and engagement. It also piqued my interest in design and UX.
After pursuing my creative passion and requalifying as a graphic designer, I joined BrandCap (now Yonder Consulting). While there, I operated as a creative “hybrid”, meaning I was given the freedom to work across disciplines, developing visual and verbal identities built on strong, strategic thinking. I worked on start ups through to big business, and my experience spans a variety of sectors including luxury, hospitality, retail and technology. While agency-side, my clients included Rosewood Hotel Group, Jamie Oliver Group, LEGO, Radisson Hotel Collection, and Lane Crawford amongst many others.
I’ve made the move client side, and now as Creative Lead at Patch my role is to develop a strong creative strategy, evolve our brand expression, grow the creative team and scale our content production to reach more plant fans across the UK.
I’m always open to meeting interesting people and exchanging ideas (or recipes…)
Projects
- Lucy FolkLucy Folk is an Australian lifestyle brand inspired by travel, art and design. The luxury pieces - jewels, eyewear, accessories and apparel - are interpretations of objects or experiences that have significance for Lucy, who is both the founder, and a goldsmith by trade. I worked with the team to develop a visual style for their new origins series, Folklore. It was important to me that I create something that felt as unconventional and creative as the products themselves. I got to work with my
- CroiscragNamed after the nearby mountain, Croiscrag was originally built in the 15th century. The property has been extensively refurbished to celebrate its long history and reflect its natural surroundings. The renovated cottages blend art, crafts and antique pieces with design classics and modern items. It was important to the new owners that this approach was reflected in the visual identity. I brought this to life in the graphic assets which include a set of hand-painted illustrations I created, as w
- The Future Kind CollectiveThe Future Kind Collective is a boutique service design agency. It exists to build a world that is kinder, fairer and more creative, where all people have the opportunity to do great things. They wanted a brand that reflects their purpose, and an identity with a meaning or intention behind every element. I worked with them to produce a tone of voice and visual identity that does just that, and brings to life the spirit of their proposition.
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Projects credited in
- HeartcoreWhen they launched over a decade ago, Heartcore’s unique take on Pilates and self-care sparked a boutique fitness revolution in London. An antidote to the cold, sterile and sometimes hostile gyms that dominated at the time, Heartcore was, and is, all about community. Like all pioneers, they soon attracted imitators and competitors, many of whom were fast taking their face-to-face offer online to reach a wider audience. We partnered with Heartcore to help them take their world class fitness clas4
- CircuitHave you ever seen anyone enjoy laundry? Anyone? Of course not. No one has! That’s because laundry today isn’t fun. (Laundry yesterday wasn’t fun either. In fact, unless you love the idea of an old timey mangle, it’s never been fun!) And that’s where Circuit comes in, the No. 1 managed laundry brand in the UK. Wemay not be able to make everyone love laundry, but we can make them hate it less.3
- TopicTopic is a media company that aims to reshape and influence 21st-century storytelling amidst the frenzy of the 24/7 news cycle. The brand idea, ‘Stories in Focus,’ elevated Topic above the mass Netflix customer and helped them grow into a subscription based media brand to rival the established players. The frame device is born from an aperture, enabling them to highlight diverse content in new ways, and it evolved into a full design language for their offline and online experience.
Work history
F
F
Creative DirectorFreelance
United KingdomFreelance
Creative DirectorPATCH
- London, United KingdomFull Time
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Skills
- Creative Direction
- Project Management
- Client Presentation
- Brand Experience
- Visual Identity
- Copywriting
- Brand Strategy
- Brand Identity
- Brand Assets
- Photoshoots