By the time a problem shows up in the work, it has usually started somewhere else: in the strategy, the priorities, the team structure or the decisions shaping it.
I find where that connection has broken, then rebuild the thinking underneath it.
I’ve spent 13+ years working between the commercial and creative sides of high-growth businesses. I understand strategy, but also what it takes for teams to turn it into work that performs.
The visible problem is rarely the real one.
I’ve worked with companies ranging from global brands to high-growth tech.
Dream Games
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Uber
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King
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Booking.com
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TikTok
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DraftKings
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Snap
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Revolut
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Niantic
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Scopely
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Amazon
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Credit Karma
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Dream Games • Uber • King • Booking.com • TikTok • DraftKings • Snap • Revolut • Niantic • Scopely • Amazon • Credit Karma •
Independent by Design
I believe the work is only as strong as the thinking underneath it. The strongest teams understand why they are making something, what it needs to achieve, and the role it needs to play in the business.
My career began in creative, but it has always led me towards the business problem. I have repositioned brands after major change, built commercial products from creative capability, designed measurement systems, and led global teams through growth, acquisition and AI.
That is why I work independently: close enough to challenge the brief, connect the dots, and carry the thinking into the work.
Beyond my work, I maintain an art practice exploring colour, and write a Substack the apéro edition, an editorial project on design, style, and the aesthetics of everyday life.
Curiosity is part of my practice.
My work is informed by attention outside it. I maintain an art practice exploring colour, and write the apéro edition, an editorial project on design, style and the aesthetics of everyday life.
It is not separate from the work. It is part of how I do it.
