My work has been recognised by DBA, Red Dot, Fast Company and Design Week – but more importantly, proven to succeed in-market long after launch
I believe Design should be viewed and used as a driving force, not an afterthought. The role isn't about making things look pretty, but making them work beautifully.
This perspective has shaped my career as a designer and leader, spanning the full spectrum to take ideas from zero to one. As a Founding Creative Director, I specialise in ambiguity and leading teams from dreams to delivery.. I spot opportunities, shape pitches and win investment. I build brands, design systems and craft products. I connect big vision with fine detail – from purpose and culture to features and roadmaps – guiding new ventures to success.
Previously, I was Head of Design at Bow&Arrow (renamed Venture Studio after being acquired by Accenture Song in 2019). During my 13 years, I grew our design team to over 30, fostered an award-winning culture and partnered with our CEO through the company's acquisition, whilst launching a wide range of innovations for the likes of L’Oréal, MINI BMW, News Corp, Liberty Global and many more.
I work at the intersection of creativity, technology and entrepreneurship – using the full spectrum of Design to solve problems and generate business results.
I specialise in creative origination and leading design teams from zero to one. I spot commercial opportunities, shape pitches and win investment. I build brands, design products and craft systems. I connect big vision with fine detail – from purpose and culture to roadmaps and features – guiding new ventures from dreams into reality.
I partner with C-suite leaders and forward-thinking founders, working with the likes of L’Oréal Groupe, MINI, John Lewis, News Corp, Liberty Global and many more. Uncovering unmet needs, defining differentiated propositions, designing distinct identities, building exceptional experiences and launching disruptive products.
Previously, I was Head of Design at Bow&Arrow (renamed Venture Studio after being acquired by Accenture Song in 2019). During my 13 years, I launched a wide range of award-winning innovations, grew our design team to over 30, fostered a culture of ‘unconventional excellence’ and partnered with our CEO through the company's acquisition.
By 2030, 90% of new car sales will be electric. But for most EV owners, the biggest challenge isn’t the car – it’s the hassle and expense of installing a charger at home.
Egg was born to crack this problem with the UK’s first subscription service for EV home-charging – a fully-fitted charger, ongoing maintenance and support for £30/month, with no upfront cost. I led two creative teams to revamp an acquired energy solutions provider and relaunch it as this disruptive new venture in under nine months.
We built a brand unafraid to ask why things can’t be better, inspired by the children we’re building a cleaner future for. With a name and tagline that captures the need to break things to make progress. A visual identity that draws from the sun – warm, bright and full of energy – paired with a jargon-free voice that makes clean energy feel as easy as ABC.
We designed an experience that turned a heavy process into light work. Simplifying the quoting process from home visits to a few clicks online, reinventing sales with an optimised digital journey and ensuring subscribers are supported at every step, from installation to daily use. A scalable service that we also rolled out for the installation of solar panels and storage systems.
The function of an estate agency has not evolved in 200 years, even if the formats they use have. With an industry stuck in its ways, people have felt overcharged and undervalued for far too long.
So we created Strike – a people-powered revolution against the status quo of house-selling. Transforming online estate agent Housesimple with a simple yet disruptive provocation: to be the first estate agent to let people sell their homes for free.
We designed a brand that says enough is enough and provides a refreshing upset to the property industry. With a name that says exactly what you can do – strike a better deal. A counterculture spirit that pushes against industry clichés. A zingy green you can’t ignore. A strike-through device that crosses out everything that’s broken. And an art direction that shows the smile and swagger you’ll have after selling your house for free.
Launched in July 2020, Strike helped 15,000 people move home in 2021 alone and sold over £5bn worth of property in total. Making it the fastest-growing estate agent in the UK by a clear distance – with 50% year-on-year growth in a declining market where 75% of players are reporting negative results. In 2023, Strike acquired their main competitor, Purplebricks, for £1.
The world of beauty is booming, with more choice than ever before. Whilst exciting, this has left 94% of shoppers feeling overwhelmed and confused when looking for new products.
So we created Noli – a personalised eCommerce platform on a mission to solve this problem and help people find the best products for them. I conceived the concept and led Design for this venture from zero to one, turning an unproven idea into a category-shaping business in less than 3 years.
We designed a brand that differentiates by bringing beauty back to the individual. With a name that stands for ‘No One Like I’. A logo that represents the magic of a perfect match. A colour palette inspired by skin tones. A custom typeface shaped from the human body. An iconography style that simplifies the science and authentic photography starring customers who tested our Beta product.
We built the product on the belief that no two beauty journeys should be the same. An AI-powered onboarding creates your unique “BeautyDNA” profile, then scores every product out of 10 based on how well it matches your needs. With transparent ingredient logic and full routine recommendations, Noli makes shopping for beauty online simple, personal and empowering.
A global leader in financial news, built on the legacy of The Wall Street Journal. But a brand born in the world of print was holding back growth and slowing its digital future.
So we took Dow Jones from print to pixel – tapping into their founding spirit to lead, not follow. I led a forward-thinking rebrand that enabled a future powered by data. Reinventing not only the visual identity and brand strategy, but the entire mindset of the business.
I built a brand with a mission to power the professional world, from the first flash to the last word. With a positioning that pairs innovation with heritage, supported by a new architecture that brings their portfolio of brands together under one vision – uniting 75 offices across 43 countries.
I crafted a design system fit for a digital future. With a logo that fits in a favicon, a colour palette that prioritises RGB and a typeface made for screens big and small. We transformed interfaces across their portfolio with clean design and intuitive infographics, helping people get straight to the information that matters most.
