Experience
As a Design Director specialising in brand design, I ensure brand integrity by crafting visual identities that embody a brand’s character. With a blend of strategic insight and creative direction, I lead my team in distilling complex brand concepts into compelling design systems. Together, we create brand and user experiences that resonate with audiences, shifting brand perception through impactful human interactions.
Brand building
Like most inspirational people, all great brands have a clear sense of who they are and what they stand for. I work with clients, strategy, and insights teams to distill these brand values and infuse them into a strong brand identity that fosters meaningful connections and drives significant engagement.
Design
Design is constantly evolving, and so are the possibilities. Modern design isn't just a visual way of communicating brand values – it allows users to experience and interact with those values directly, creating powerful memories that drive brand preference and deepen customer loyalty.
Creative direction
Ideas and craft are the heart and soul of a great campaign. From developing killer concepts to bringing them to life, and helping others do the same, creative direction is at the core of what I love about my work.
Tools
I use Adobe Creative Suite with expert knowledge of Photoshop, InDesign, and Illustrator, along with strong skills in Figma, After Effects, and Premiere Pro. More recently, I’ve been using Stable Diffusion, Adobe Firefly, and AI plugins to boost team creativity and speed up the creative workflow.