I build brand platforms, identities, worlds and systems — and the teams that run them.

Built an in-house studio

Creative Director and Design Lead. Built OVO's in-house creative studio from the ground up and rebuilt it around designers hired directly. It went from a function that executed briefs to one producing work that held its own against external agencies.

Co-founded and ran a studio

Co-founded FreshStudio and ran it as Creative Director for three years: pitching, pricing, resourcing, project management, and creative direction across design and 3D moving image. The Air Jordan × Spider-Man: Miles Morales film was made there.

Wrote systems other people run

The Minute Maid design system rolled out across more than 1,000 SKUs. The interactive online guidelines built to take markets through that rollout were then adopted by Coca-Cola across its other brands.

At OVO, the identity was created with Wolff Olins. What the in-house team built afterwards was everything needed to run it day to day: motion, photography and film, a complete icon set, illustration, and UX/UI principles.

Global remit now

Leading brand identity and design for Kleenex, Andrex, Scott, Viva, Scottex and Wypall across the UK, EMEA, ANZ, Asia and LATAM. Setting design direction and identity systems for a portfolio sold in more than 70 countries.