I’m a Senior Creative with around 15 years’ experience across campaigns, brands and experiences.

My background is pretty broad. I’ve worked across integrated campaigns, brand identities, social, retail, events and large-scale physical experiences, both agency-side and in-house. I’ve never been particularly interested in specialising in one tiny corner of the creative world. I like being able to see where an idea could go.

My strength is finding the thought that makes everything else click. The bit that suddenly gives you something to build around, then working out how far you can take it. It might start as a campaign and end up shaping an experience, a space or something much bigger across the brand. That’s the part I really enjoy.

I’m equally happy setting the creative direction or getting stuck into the work myself. Over the years I’ve worked with and mentored creatives, and guided agencies and production partners through everything from early ideas to the inevitable “how are we actually going to make this?” conversations.

I still really like making things. I like getting into the detail, trying things that might not work, and seeing an idea become something people can actually see, use, walk through or experience.

Basically, give me a mission and I’ll happily draw the map and guide us somewhere sunny and worthwhile.

CORE EXPERTISE

Concept Development • Creative Direction • Art Direction • Campaign Development • Brand Design • Experiential Design

FREELANCE / CAREER BREAK

MAY 2025 – PRESENT

Art Director | E.ON Next

MAY 2022 – MAY 2025

Senior Art Director & Designer | Daniel Forni Ltd.

NOVEMBER 2020 – MAY 2022

LEAD SENIOR DESIGNER | Brand & Deliver

NOVEMBER 2019 – NOVEMBER 2020

Senior Designer | Brand & Deliver

OCTOBER 2017 – NOVEMBER 2019

Integrated Art Director & Designer | JPC Creative

JANUARY 2017 – OCTOBER 2017

Senior Graphic Designer | notonthehighstreet.com

DECEMBER 2015 – JANUARY 2017

Graphic Designer | notonthehighstreet.com

JUNE 2014 – DECEMBER 2015

Graphic Designer | Reflect Digital

JUNE 2013 – JUNE 2014