Hands-on by nature.
I believe strong design leadership comes from staying close to the work. I set direction, challenge ideas, develop visual concepts and work closely with designers, strategists, developers and other creative disciplines to make the work better. From defining a visual language to refining the smallest detail, I enjoy being involved in the process.
Exploring what AI means for creative practice.
I use generative AI as part of my creative process - from research and ideation to visual exploration, concept development and prototyping. The technology changes quickly. The fundamentals don’t: judgement, taste, curiosity and the ability to recognise a good idea remain at the centre of the work.














