Hello! I'm a Creative Lead and Designer based in Scotland, working across strategy, direction and design to deliver refined, audience-focused creative for premium and luxury brands.

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Currently, I lead creative at a heritage luxury jewellery and watch retailer, overseeing the brand’s visual and campaign output across digital, social, print and in-store experiences. My background includes roles in Graphic Design, Photography and UI, alongside freelance work as a Brand and Book Designer. I have a versatile creative toolkit and a strong understanding of brand experience across different touchpoints.

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At the core of my work is a belief in thoughtful, strategic storytelling. I enjoy unpacking complex briefs and building clear, concept-driven creative – whether I’m developing a brand narrative, shaping a campaign or directing a shoot. My approach is both strategic and intuitive, always rooted in design thinking and focused on delivering work that is both beautiful and purposeful.

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In my day-to-day role, I guide campaigns and creative projects from the ground up. I work end-to-end, from conceptualising, storyboarding and narrative building, to shoot production, styling direction, editing and preparing assets across multiple platforms. I collaborate closely with cross-functional teams including marketing, ecommerce and external agencies to deliver work that is aligned, effective and of the highest quality.

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Alongside campaign work, I’ve led creative development for a range of brand expressions. Digital platforms to high-end events, physical touchpoints and bespoke communications. I value clarity, craft and the details that shape perception, especially drawn to projects that blend creativity with operational thinking.

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I hold an MSc in Publishing and a BSc (Hons) in Communication Design. I formally trained in UX/UI in 2022 and continue to expand my skillset through new disciplines, systems and ways of working.

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In my free time, I design books for publishers and self-publishing authors – a quiet but enduring creative outlet that keeps me connected to narrative structure, typography and long-form design thinking.