Solving, designing, delivering
since 1998
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My past
Summer of 1998
CAMBRIDGE — PRINT — THE IMAC G3 ERA
My first experience in a design agency was at Parker Barry Creative in Cambridge — a self-initiated placement secured immediately after graduating in May 1998. It was an early lesson in initiative and ambition. I contributed to mood boards and was entrusted with designing wine labels for a prestigious local vineyard — an exciting introduction to professional design.
That same summer marked a pivotal cultural moment. As I began carving out my new career in the South-East of England, the G3 iMac was unveiled — bold, translucent and unapologetically different. It signalled a shift not only in technology but in creative possibility. While few could have foreseen its long-term impact, it felt symbolic: I was stepping into an industry on the cusp of transformation.
My first formal role was as a Mac operator in a busy print house, where I also managed front-of-house duties. Production pressures were real, standards were exacting, and the learning curve was steep. There, I built strong technical foundations and absorbed invaluable knowledge from seasoned professionals whose generosity shaped my early development.
Moving on up
RESPONSIBILITY — A STRATEGIC MINDSET — AUSTRALIA
I then moved to a direct mail and graphic design agency as a middleweight designer — and was quickly entrusted with art directing a full advertising campaign. From leading photoshoots to overseeing final artwork, it was an unusually comprehensive responsibility at that stage in my career. Demanding and fast-paced, it sharpened both my creative judgement and my ability to lead.
My next chapter was with a marketing and events agency, where I stepped into a senior designer role specialising in branding, large-scale events and traditional print. Here, my thinking matured beyond aesthetics. I started to learn how to balance creative expression with strategic thought — ensuring design served not only brand but business objectives.
Over time, I progressed into increasingly senior roles across diverse organisations. A defining experience came in 2006 during a period in Melbourne, Australia, where I contributed to a complex, Information Architecture–led project for Telstra. It deepened my understanding of systems thinking and user-centred design long before these became industry buzzwords.
Senior to Lead
DIGITAL IMMERSION — BROAD SPECTRUM — INTO LEADERSHIP
Although I had explored web design earlier in my career, the big shift into digital came in 2009 with Rouge Media. While digital became the core of my practice from that point forward, it was still a time when the boundaries between brand, print, UI and UX were fluid. Designers were expected to move confidently across disciplines — long before those specialisms were formally defined.
Since then, as digital has become central to brand and product experiences, I have held a range of senior and lead roles — both freelance and permanent — delivering work across an expansive spectrum. From global platforms requiring strategic oversight and complex UX ecosystems, to immersive digital installations, social campaigns and interactive gaming environments, I have continued to grow alongside the ever-shifting landscape of design — driven by curiosity, craft and a commitment to meaningful impact.
My present
These days, I freelance remotely from my well-equipped home office in the heart of beautiful Carmarthenshire, Wales. I’m slowly but surely learning Welsh, with the aim of being reasonably conversational by the end of 2026 — watch this space!
Work-wise, I’m fortunate to collaborate on a wide variety of projects for an equally diverse range of clients. One week I might be shaping complex clinical data products; the next, designing Alexa voice apps, social media campaigns or even game design. And yes, there’s still the occasional piece of print work too. The variety keeps things interesting — and keeps me on my toes. There’s always something new to explore, refine or learn, which is exactly what I love about this industry.
What I do best
At its core, design is about solving problems — and I’m a problem solver by nature. It’s never just about aesthetics. Whenever possible, I like to understand the bigger picture: the context, the constraints and the wider objectives behind a project. Gaining a deeper understanding of what agencies, clients and end users truly need almost always leads to a stronger solution — both visually and functionally.
Over the years, I’ve also developed something close to superhero-level mind-reading skills — particularly when the brief is, shall we say, a little on the brief side. It’s not the ideal starting point, of course, but experience has taught me how to read between the lines and quickly grasp what’s really required.
I’m comfortable thinking at the macro level — shaping ideas, systems and strategy — and then zooming right down into the micro details that bring everything together. Context switching is part of my daily rhythm, and I genuinely enjoy the balance of big-picture thinking and meticulous execution.
I’ve been described as intuitively creative and thorough in delivery. With nearly three decades of experience behind me, I’m quick to pick up new tools, technologies and challenges. Ultimately, my goal is simple: to create great work that works — for you, your clients and their customers.
My skills
Working with you
Good communication is of the utmost importance in any relationship, and I'm always striving to ensure constant touch points and provide updates throughout the working day. I try to fit as seamlessly as possible into your team and am happy to quickly adopt your working processes. I have experience with different project management tools such as Jira, MS Teams, Slack or even Excel spreadsheets if that's still your thing.
If you'd like to see if I'm a good fit, feel free to contact me!
Testimonial
I’ve been fortunate to work with some brilliant people over the years. Here are a few generous words from colleagues and collaborators who’ve been part of that journey.
Clients
Over the years, I’ve been fortunate to work with clients ranging from global giants to ambitious start-ups. Here are some of the names I’ve had the pleasure of collaborating with.
