Shaping creative for how people think, feel, and decide.
Finding the simple human truth
For me, good work should shift how people act. Whether shaping a brand identity, launching a national campaign, or transforming internal culture, it always starts with finding a simple human truth. I am fascinated by what makes audiences tick – blending behavioural insight and critical thinking with sharp, provocative creative to build work that gets brands genuinely noticed, understood, and remembered.
Connecting disciplines & experience
Over a career spanning more than 25 years – from tier-one branding consultancies like Landor and Uffindell to creative agencies such as McCann, Maverick, and my current role as Design Director at The Team – I have moved through every seat in the studio: Junior, Midweight, Senior, and Creative Director.
Because of that journey, I don’t believe in creative silos. I love bringing the emotional storytelling and immediacy of advertising into brand identity systems, and the strategic rigour of branding into direct communications. I stay close to the craft across motion, sound, and writing – whether drafting headlines, scripts, or narrative guidelines – while knowing when to step back and let specialist talent fly.
Eye-level creative collaboration
Great work never happens in isolation. I believe in staying at eye level with those I work with – fostering an open culture of high trust, curiosity, and experimentation. For me, creative direction isn't about having all the answers; it’s about asking the right questions, unlocking diverse perspectives across strategy and design, and actively mentoring emerging talent to help them realise their full potential.