I lead brand identity and creative direction across fashion, lifestyle and global consumer brands—from Liberty London to Klarna and Weekday. I’ve worked across both agency and in-house contexts, partnering closely with leadership teams to bring clarity, coherence and alignment to brands and creative teams.

I work with experience-led innovation—building brand systems that live across products, platforms and environments, connecting digital and physical touchpoints into one coherent world.

My approach is DNA-first: defining what must remain true, then translating it into clear direction, priorities, and practical frameworks that teams can execute consistently across campaigns, channels, and the customer experience. I’m at my best where creative ambition needs structure—protecting the brand world while evolving it with precision and pace.

Alongside my work with international brands, I take on collaborations with design-led organisations and leading agencies across industries, disciplines and markets. This blend of in-house leadership, consultancy and agency experience shapes how I build brands: strong judgement, clear direction and craft that holds up over time.

A note on truth, taste and trust
Truth is experienced intuition—a deep understanding shaped by craft and context.
Taste is personal judgement formed through experience: deciding what belongs and what doesn’t—and returning until it becomes language.
Trust enables execution: alignment, collaboration and the confidence to commit.

Open to collaborations and conversations that move creativity forward—building ideas, identities and worlds with real impact.

Let’s connect.