About
I’ve never really fitted neatly into one creative box, and over time I’ve realised that’s one of my strengths.
My career has moved across production design, art direction, branding, live experiences, editorial and visual storytelling. Each discipline has taught me something different, and each one continues to influence how I approach the next.
I’m interested in the idea first, then finding the right way to bring it to life, whether that becomes a space, an identity, an image or an experience.
How I work
My process usually starts with a lot of questions.
I like to understand what something needs to do before deciding what it should look like. I research, sketch, test, change my mind, go back, simplify and build from there.
I’m very hands-on, but I also know when to bring in people who are better at something than I am. I enjoy collaboration and I believe the strongest work comes from giving people clarity, trust and room to do what they do best.
Making it Happen
A good idea is only useful if you can make it happen.
Years of working across productions, studios, brands and live environments have made me practical about creativity. Budgets change, briefs evolve, deadlines move and things occasionally go completely wrong.
I’m comfortable in that space. I like solving problems, finding another route and protecting the idea without losing sight of the people, time and budget needed to deliver it.
