I began my career in narrative illustration and graphic novels, where I learned to think in story, pacing, and emotional impact. That foundation continues to shape how I approach all my design work today.
As my practice expanded into animation, I became increasingly focused on how movement can clarify ideas, guide attention, and create meaning, not just embellishment. This naturally led me into brand and digital design, where systems, consistency, and long-term thinking became central to my work.
Over time, my role evolved from individual execution to designing frameworks that support growth, change, and multi-channel use. Today, I specialise in building emotionally intelligent brand systems across digital, motion, and illustration.
How I solve creative problems
I make sure I understand the problem in front of me as much as possible, by asking questions and trying to educate myself as much as possible before any creative ideation starts.
I also make sure I understand
What good design looks like to me
I believe design should do more than look good. Whether it’s a visual identity, templated campaign toolkit, or explainer animation, I build work that’s flexible, consistent, and easy for anyone to use; from seasoned designers to non-technical team members.
My process is structured but flexible, grounded in research, strategy, and close collaboration.
My process is structured but flexible, grounded in research, strategy, and close collaboration.
1. Research & audience understanding
My process is structured but flexible, grounded in research, strategy, and close collaboration.
2. Strategy & visual direction
I translate insights into clear visual principles that guide tone, hierarchy, and system behaviour.
3. Design systems & execution
I build scalable frameworks that work across brand, motion, and digital, ensuring consistency without rigidity.
4. Iteration & collaboration
I work closely with stakeholders, product teams, and creatives to refine, test, and strengthen outcomes.
How I solve creative problems
I make sure I understand the problem in front of me as much as possible, by asking questions and trying to educate myself as much as possible before any creative ideation starts.
I also make sure I understand
What good design looks like to me
I believe design should do more than look good. Whether it’s a visual identity, templated campaign toolkit, or explainer animation, I build work that’s flexible, consistent, and easy for anyone to use; from seasoned designers to non-technical team members.
