When first starting out, Apple computers were the latest ‘gimmick’ for creating design and layout – loaded with the latest software: QuarkXpress, Freehand and Photoshop version 2. Back then a designer was just a someone making things look good on paper.

But to survive the industry, it’s been important to keep up with trends and advances in technology – most noticeable now, in the digital age and the dawn of AI. No longer can we simply be a specialist in just one thing, we’ve needed to evolve into ‘Swiss Army knives’, combining multiple disciplines such as, branding, art direction, digital, film and motion, as well as embracing AI. My approach has been to become a jack-of-all-these-trades and combine them with the solid design basics and experience I’ve mastered over the years.

After an initial 10 years working in the UK, I went to live in Stockholm where I first worked as an Art Director, and later set up my own agency, working on a variety of projects with global brands, covering all aspects of creative, content and production. I have now returned to the UK, and currently freelancing while I plan my next big chapter. If you have an opportunity or project to collaborate on, feel free to reach out.