London, England, United Kingdom
I’m a design lead focused on product and service design, bringing together intuition, strategic thinking and creative judgement to help teams create work that is thoughtful, effective and human. I care deeply about how people experience what we create. Whether it’s a product, a service, or something in between, I focus on the full journey—making sure each moment feels considered, useful and connected. As AI becomes more embedded in how we design and build, I stay focused on what matters most: understanding context, making good decisions and shaping products that are intentional, not just produced. I’ve worked across the UK public sector and global private sector, with experience spanning FMCG, pharma, finance, travel and automotive. My background includes product and service design, customer experience, apps, IoT and global advertising. This mix has made me adaptable and comfortable working in complex spaces. Lately, I’ve been focused on designing with AI. I’ve used synthetic data, AI personas, prompt design and model behaviour to solve tricky problems—especially in pharma and finance. I’ve also explored how AI can help in areas like content generation and metadata. I take an editorial approach to design: guiding ideas, shaping systems and helping teams make thoughtful choices that support both people and business. I’m also a member of the BIMA Creative Council, contributing to the future of design leadership and industry standards.
Helping celebrate and showcase the best of UK digital creativity.
As Associate Creative Director I am currently responsible for building trustworthy relationships, pushing the creative thinking and quality, sharing ideas and growing the business for Unilever, Heathrow, Expedia, ClubMed, Lloyds, Bank of Montreal, Brewdog, NSPCC, Coty, BBC.
In my time here, I have worked on several projects. What has been great however is that I have gained immense experience, knowledge and understanding for two huge industries, the Fin-tech and the travel industry. My role as a Senior designer focuses at a first level on concept and design execution, involved early with strategy and UX. At a second level it focuses on mentoring and inspiring junior members in the team. Clients: BREWDOG, WELLA, EXPEDIA, HEATHROW, HALIFAX, LLOYDS, TSB, AXA, CLUB MED
Though a much smaller agency the work I did for Make it Clear evolved me even further as a designer. It gave me the opportunity to move away for a while, from campaign work to actual product and mobile app design. The experience and the knowledge that I gained on working for several IOT projects, location based apps and developing the UX, branding and product platform for startup companies has been fantastic and such a massive learning curve in my career. Clients: GOOGLE DEEPMIND, SALUS iT500, LOWES, KEW GARDENS, CAMBRIDGE UNIVERSITY PRESS , RECOMMENDABLE, PICTURE THIS
These were the years of my most awarded work. I learnt a lot about user behaviour around digital video and story telling when it just started to become integral to all online businesses. How to create a well thought out experience and what it truly means to put the user first. My role involved a lot around concept thinking, social content creation, digital campaigns and responsive website designs for international brands. Clients: UNILEVER ( HELLMANN’S, DOVE, SIGNAL, CORNETTO) , FAGE, BACARDI, NESTLE (NESCAFE, PURINA), L’OREAL (VICHY)