About me
Designing brands with clarity, purpose and impact
An experienced design leader with a proven track record of developing and delivering distinctive brand identities, visual systems, and integrated campaigns across digital and traditional channels. Skilled at uniting design, strategy, and storytelling to build strong, human-centred brands. Combines hands-on creative excellence with strategic direction, mentoring, and process improvement to elevate design maturity and ensure consistent, high-impact outcomes.
Biography:
With over two decades of experience spanning agency and in-house leadership roles, I’ve worked at the intersection of brand, design and communication, helping organisations clarify who they are, what they stand for, and how they show up in the world.
My work covers the full brand lifecycle, from purpose definition and strategy through to visual identity, UX/UI, content systems and multi-channel campaigns. I’ve led design functions within complex, highly regulated environments as well as fast-moving creative teams, always balancing strategic intent with practical delivery. A consistent thread throughout my career has been simplifying complex ideas and transforming them into clear, engaging and accessible experiences.
Currently, I lead creative direction at The Editorial Team, partnering closely with strategists, writers and clients to deliver brand identities, campaigns and content platforms that drive measurable impact. Recent projects include major rebrands within financial services and the launch of a subscription-based content platform that scaled rapidly from inception.
Previously, I held senior brand leadership roles at Woodford Investment Management and Invesco, where I built and managed teams, governed large-scale brand systems, and delivered high-profile launches, global rebrands and award-winning content initiatives. These roles strengthened my belief that the most effective design is collaborative, well-governed and deeply aligned with business and audience needs.
