Looking beyond the obvious.
Starts with asking the right questions.
I spent much of that time in design agencies, shaping complex briefs into structured, purposeful outcomes. That included guiding website projects, developing visual identities and delivering work across print. Today I work independently, partnering with agencies and taking on projects directly, bringing the same structured thinking and hands-on craft to every brief.
Craft and capability.
My work spans digital experiences, brand identity, print & packaging, exhibition and wider design projects. Sometimes that means building something from the ground up. Other times it’s refining and evolving what already exists. Illustration can play a role too, helping shape a narrative, add character and simplify complex ideas.
When working directly with clients, there are times when additional expertise strengthens the outcome. In those cases, I bring in trusted specialists, from copywriters and photographers to developers and motion designers, assembling the right team to deliver the work properly. Different disciplines. Same intention. Make it make sense.
Discovery matters.
I involve people early. Getting to know them, their organisation and the audience they’re trying to reach. Rough sketches and wireframes may not look impressive, but they’re usually where the strongest ideas begin. That early thinking shapes everything that follows, from a brand identity built for what’s now and next to digital experiences that clearly communicate what you do and why it matters.
