Background
I’ve seen the work from almost every seat in the room.
I started as an intern and worked my way to Head of Design and Principal Designer. Over 18 years, I’ve led agency teams, worked within client organisations, helped grow long-term accounts and mentored offshore design teams—all while remaining close to the work itself. My projects have ranged from start-ups and small businesses to global enterprises, across B2B, B2C, ecommerce, finance, healthcare, automotive, sport and technology. I’ve helped shape products, platforms and websites used by millions of people around the world.
Working from both agency and client perspectives has taught me where ambitious projects gain momentum and where they become diluted. I know how to align teams, make complexity understandable and maintain quality as an idea moves from presentation to production. I’m often brought in as an embedded design partner, working across a portfolio rather than one isolated deliverable. On longer programmes, I move fluidly between the client team, the wider engagement and hands-on design—shaping the direction when needed and returning to the detail when the work demands it. I learn the context quickly, become part of the team and provide continuity as priorities change. That ability to adapt without losing momentum or standards is one of the most valuable things I bring.
Today, I work independently at the point where brand, product and systems meet. Clients bring me in when something needs to become clearer, more coherent or ready to scale—and when they want senior thinking to remain connected to the final detail. Experience hasn’t made me less ambitious. It has given me the judgement to know where to push, where to show restraint and which possibilities are worth pursuing.
AI is expanding what can be imagined, tested and brought to life. I want to use that potential with purpose—working with ambitious people to create experiences that are more useful, expressive and human. That’s where I want to keep working: at the intersection of creative expression, emerging technology and human experience.