I started out when design meant getting your hands dirty — learning the craft, understanding the rules, and thinking carefully before you made anything. Tools like QuarkXPress and early Photoshop shaped how I see the work to this day: with precision, intention, and a real respect for the fundamentals.

From there, I built a career across disciplines by design, not by accident — branding, art direction, film, content. Working across formats taught me how ideas travel between them, and how to make them land wherever they need to. I've always been more interested in the thinking behind the work than in staying in one lane.

After a decade in the UK, I moved to Stockholm, working as an Art Director before founding my own agency. I led projects end-to-end for global brands — from first idea to final delivery — and learned what it actually takes to make ambitious work happen.

I was an early adopter of AI creative tools and have been growing with them ever since. I see AI as the most significant shift in creative practice in a generation, and I've been building that fluency from the ground up — pairing it with years of hands-on craft so the work stays grounded, not gimmicky.

Now based back in the UK, I work with brands, agencies, and teams who want ideas that are ambitious, considered, and built to last.