WELCOME TO MY ONLINE PORTFOLIO.

I am a Design Generalist with over 15 years of experience in design and creative leadership, digital innovation, and production. Equally comfortable leading teams and working hands-on, I bring ideas to life from strategy through to execution, delivering impactful solutions across digital and traditional platforms.

A few key areas of my expertise include:

USER EXPERIENCES & INTERFACES

UX / UI

HOW IT FEELS & LOOKS

I uncover user needs through interviews, surveys, and heuristic audits, then translate those insights into focused product direction. I design intuitive, visually clear interfaces that adapt smoothly across devices - creating experiences that work instantly and look refined.

DESIGN SYSTEMS

CONSISTENT & SCALABLE

I build design systems that make teams faster and products more consistent. From reusable components to practical guidelines, I create frameworks that scale with the brand and keep every touchpoint aligned.

PROTOTYPING

INTERACTIVE PROTOTYPE DESIGN

I turn ideas into interactive prototypes that teams can test, validate, and iterate on quickly. It’s a fast way to explore directions, expose weaknesses early, and refine the experience before committing to development.

CREATIVE & MEDIA PRODUCTION

CREATIVE & ART DIRECTION

IDEAS & TONALITY

I shape the visual and conceptual direction of projects from the ground up. I define the tone, mood, and aesthetic language, then guide teams toward a cohesive execution across every touchpoint. My focus is on creating work that feels intentional, memorable, and aligned with the brand’s core story.

DIGITAL & PRINT MEDIA

DESIGNED FOR PRINT OR SCREEN

I create digital and print assets that communicate clearly and hit the mark visually. Whether it's campaigns, marketing materials, or long-form content, I make sure every piece is well-crafted, on-brand, and built to perform in its intended context.

GENERATIVE AI

LEVERAGING AI IN DESIGN

I use generative AI as a creative accelerator - developing concepts, visuals, and ideas that push beyond traditional workflows. I combine AI output with strong design intuition to produce polished, distinctive results that move quickly from experimentation to production.

WEB DESIGN & ADMINISTRATION

WEB DESIGN

RESPONSIVE & ON BRAND

I design and build websites using solid HTML and CSS fundamentals, with deep experience working in WordPress. I focus on creating clean, functional layouts that load fast, look polished, and give clients a site that’s easy to maintain and scale.

PLUGIN MANAGEMENT

WORDPRESS ECOSYSTEM

I manage and configure WordPress plugins to extend functionality without compromising performance or stability. I handle updates, compatibility checks, and optimization to keep sites running smoothly and securely.

CONTENT ENTRY

ENTRY & OPTIMISATION

I handle all aspects of content entry—from writing and structuring copy to creating images and optimising everything for search. My priority is to produce content that reads well, looks clean, and is fully aligned with SEO best practices, ensuring the site performs both visually and technically.

SEARCH ENGINE OPTIMISATION & MARKETING

SEO

SEARCH ENGINE OPTIMISATION

I have strong experience across technical SEO, keyword research and analysis, on-page and structural optimisation, and hands-on implementation. I manage SEO holistically, aligning content, performance, and technical foundations to improve visibility, search relevance, and long-term organic growth.

SEM

SEARCH ENGINE MARKETING

I have managed Google SEM for brands and companies, overseeing budgets, structuring and optimising campaigns, and tracking performance through clear reporting. My focus is on efficiency and intent, ensuring spend is controlled, campaigns are measurable, and results tie back to real business outcomes.

PRODUCT DISCOVERIES

INSPIRATION

UNDERSTANDING & DEFINING

I work closely with clients and stakeholders to get a sharp picture of the vision, the goals, and the people we’re designing for. I map out user needs, challenges, and use cases, then translate everything into clear requirements that set a solid foundation for the next phase.

IDEATION

IDEATING & DECIDING

I explore a wide range of ideas to tackle the core problems identified earlier. This is where I sketch, compare approaches, and push for inventive thinking. The aim is simple: generate strong options and decide which direction has the most potential to move forward.

IMPLEMENTATION

PROTOTYPING & TESTING

I turn the strongest concepts into prototypes and test them with real users to gather direct, actionable feedback. This phase is all about rapid learning and refinement, ensuring the final product actually solves the right problems and delivers a meaningful experience.

CLIENT & ACCOUNT MANAGEMENT

ACCOUNT MANAGEMENT

SUPPORTING CLIENTS, AND TEAMS

I've worked directly with clients to understand their goals, manage their requirements, and handle day-to-day needs. I keep communication clear, set expectations early, and make sure projects stay aligned and moving.

PROJECT PITCHES

WINNING NEW BUSINESS

I pitch solutions to clients with clarity and confidence, explaining the thinking behind each approach and how it solves their challenges. My focus is on earning trust and helping clients see the value in the direction we take.

SCOPING & ESTIMATIONS

DEFINING THE DETAILS

I break projects into clear modules, features, and phases, then map out realistic timelines and costs. I make sure the scope stays grounded, transparent, and aligned with what the team can deliver.

TEAM WORK MAKES THE DREAM WORK

EXTERNAL SUPPLIERS

3rd PARTY SUPPLIERS

I've worked hands-on with external teams spanning development, motion, 3D, animation, video production, digital design, project management, graphic design and print. I translate intent into clear direction, align disciplines early, and keep execution efficient from concept through delivery.

INTERNAL TEAMS

NON SILOED APPROACH

I have led and managed creative and product teams across agencies, software companies, and offshore production centers. Teams have included copywriters, designers, finishing artists, UX and UI designers, researchers, business analysts, product designers, and product managers, with a consistent focus on clarity, pace, and delivery.

STAKEHOLDERS

WORKING WITH KEY MEMBERS

In senior and lead design roles, I work directly with C-level stakeholders, clients, and subject-matter experts, bridging strategy and execution. I lead design and creative discussions, challenge assumptions when needed, and align decision-makers around clear, practical outcomes.