Sunny beach scene with sand dunes, grass, and a blue sky.
Man wearing sunglasses and a dark t-shirt outdoors

Curious by nature and driven by creativity, craft, and intuition, I am a British, award-winning global design leader with 20+ years of experience,  operating at the intersection of brand, design, strategy, and emerging technology.

I specialise in brand transformation, experience design, and design systems, helping organisations clarify their ambition, differentiate in crowded markets, and build future-ready brands that scale across digital and physical ecosystems.

Formerly VP, Head of Brand Design at Monks, I built and scaled the brand practice from the ground up into an award-winning, globally recognised capability. Partnering with executive leadership, I positioned brand and design as a catalyst for business growth, recruiting and mentoring a high-performing global team while elevating standards, operations, and creative excellence.

My work blends insight with creative excellence, pairing human intuition with technology to scale impact and help organisations navigate shifting consumer behaviour and evolving markets.

With a diverse career spanning London, Dubai, and Amsterdam, I’ve been fortunate enough to lead multidisciplinary teams across Europe, the Middle East, North and South America, and APAC. Delivering global programs for brands such as Nike, Google, Meta, Amazon HP, Autodesk, Toyota, and more.

I believe design is not just a craft, but a strategic lever for business transformation. Simplifying complexity, elevating customer experience, and shaping how organisations show up in the world.

→ Growth by Design™️

Previous Client Partners

Amazon

Google

Meta

Home Depot

Nike

BMW

Fox Corporation

Geely Automobile

ABN AMRO

Cemex

Fila

BBC

American Apparel

LG Electronics

The Jumeirah Group

PVH Corp (Tommy Hilfiger)

Mitsubishi Pencil Co (Uniball)

ROKT

HP Inc.

Samsung

Uber

  • Monks

    Served as global executive lead, building and scaling the Brand Design practice into a significant pillar within Monks.

    Partnered with C-suite leaders to reposition brand and design in an AI-accelerated market. Moving it beyond visual identity into an integrated strategic platform aligned across strategy, design systems, and human experience to strengthen differentiation, trust, and long-term value.

    Built offer from the ground up, recruiting and mentoring a high-performing global team while professionalising standards, operations, creative excellence, and output.

    Under my leadership, the practice evolved from a concept and early-stage capability into a multi-million-euro annual revenue division and a consistent contributor to company growth.

    Bridged creative vision with commercial strategy, pitching, winning, and expanding complex engagements across startups, high-growth companies, and Fortune 500 brands.

    Led global programs across brand, experience, and design systems, positioning design not as a service layer but as a strategic lever for business evolution.

    Built from the inside out and designed to endure.

  • CapeRock

    Led creative and design teams delivering brand identity, digital experience, and broadcast design for major European brands.

    • Provided creative and design leadership across brand, and all digital ecosystems

    • Elevated studio craft, quality, and culture through mentorship and hands-on approach and direction

    • Partnered with clients on positioning, identity systems, and digital transformation initiatives

    • Guided freelance and partner talent across complex multi-market engagements

  • Studiofour09

    Founded and led my own independent brand design consultancy serving global agencies and international clients.

    • Built long-term strategic partnerships with leading global brand consultancies

    • Delivered brand strategy, identity systems, and experience design across multiple sectors

    • Led creative direction, client relationships, and business development

    • Operated across New York, London, Dubai & Amsterdam

  • Bruce Dunlop Assc


    • Supported the establishment of a Middle East satellite office

    • Collaborated with global teams on broadcast branding, brand identity, and motion design projects

    • Contributed to high-profile international branding and production work

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    Landor

    • Relocated to support the development of Gregg Sedgwick & Fitch’s moving image and brand behaviour offering following merger activity (Now Landor)

    • Delivered brand identity and broadcast design across hospitality and lifestyle sectors.

  • Turquoise Branding


    • Relocated to support the development of Gregg Sedgwick & Fitch’s moving image and brand behaviour offering following merger activity (Now Landor)

    • Delivered brand identity and broadcast design across hospitality and lifestyle sectors.

    ————————————

    RedBee Media


    • Selected from 1500 applicants

    • Transitioned from pure graphic design to brand systems and moving image
    • Specialised in broadcast brand systems and motion design