I’m a multidisciplinary director and designer, specialising in campaigns, design and brand expressions. I create audience-led creative that connects with clarity and impact across digital, print, social and IRL environments.
At the heart of my creative practice is strategic storytelling: transforming complex briefs and data insights into clear, concept-driven narratives. Whether shaping a seasonal campaign, directing a shoot, evolving a digital platform or developing a brand’s visual language, I combine conceptual strategy with intuitive visual direction to deliver work that is both aspirational and effective.
Currently, I lead and project manage all creative endeavours at a heritage luxury jewellery brand, overseeing brand identity and campaign output across digital, social, print, UX/UI and in-store experiences. I guide projects end-to-end, from concepting, storyboarding and shoot production to styling direction, editing and adapting assets for multi-channel deployment.
I work closely with marketing, ecommerce and agency partners to align creative ambition with commercial goals, whilst ensuring visual and narrative consistency IRL and URL. I also harness consumer behaviour insights, click-through data and A/B testing results to refine messaging, optimise performance and maximise impact across platforms.
My background spans design, photography and UI, alongside freelance work in branding and publishing. This multidisciplinary foundation has shaped a versatile creative toolkit across art direction, campaigns, book design, UX and UI, and broader design and direction. It allows me to approach brand expression holistically, ensuring consistency and craft across every touchpoint.
I have an MSc in Publishing and a BA (Hons) in Communication Design, and formally trained in UX/UI in 2022. I continue to expand my practice through new disciplines, systems and data-led approaches, with a strong willingness to learn whatever it takes to deliver at the highest level.
Alongside brand work, I design books for publishers and self-publishing authors – a quieter outlet that keeps me engaged with narrative, typography and long-form design thinking.