Oh, hello. This is awkward. Okay, here goes.

Well, for 23 years, if you’ll allow the specificity, I’ve worked with, and made things for, brands, companies and organisations. Each is different, with its own history, customers, partners, products, services, risks, aims, and organisational structure.

But the approach is always the same. In six words: Understand the problem; create a solution.

I don’t have a house style, but I like to think there’s an underlying sensibility, taste and judgement that feels present in all projects. Each new project should somehow belong with the others.

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Ways of working
I work on a range of projects, some lasting 6 weeks, some 6 months. For most, I work on and deliver everything, sometimes with a specific expert such as an animator or coder, or a dedicated strategist, in a lean and flexible team that I co-ordinate with and manage fully.

For the larger projects, I build a team from the network of brilliant people I’ve worked with throughout my career.

Sometimes I work on collaborative projects in teams that have been put together by a CMO or in house creative leader, or by another Creative Director.


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Principles
Everything has to be real, shortcuts exist all around us. For those who want a moodboard, or a copy of something they’ve seen, fortunately for them, there are many studios and consultants that will keenly oblige. I see generative AI in the use of creative work as an extension of copying, effectively lifting the most commonly combined letters and pixels from a global, timeless, hellish moodboard.

Good writing, design, names, adverts, websites, etc, are needed for businesses to reach their potential. This is especially true because not everything made by everyone for everyone can be good. Every market contains companies that take advantage of the value of good branding and good advertising, and those that don’t.


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Services
Visual identity; verbal identity; naming; advertising; campaigns; copywriting; art direction; brand strategy; typography and typefaces; logomarks and symbols; tone of voice; brand architecture; design systems and guidelines; print production; animation; digital design.


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Sector experience
I don’t specialise in one or a group of related sectors, but instead bring a fresh perspective and some objectivity to each new challenge. Sector experience to date includes:

Technology
Finance
Insurance
Professional services
Cybersecurity
Science and healthcare
Housing and infrastructure
Sustainability
Travel, tourism & hospitality
Intellectual property
Education
Retail and food
Telecoms
Fashion
Management consultancy
Consumer goods
Law enforcement


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Biography
I’ve held senior positions in brand agencies and also worked in-house. Most recently I was Creative Director at Superscript, where I was responsible for all visual & verbal expression, all advertising campaigns, from concept and copy to art direction and design, and collaborated with product teams on UX and UI delivery.

Prior to that I was Head of Creative at Siegel+Gale London, leading a team of nine on clients small and large, old and new.

Before that I worked at a small digital agency in East London, extending their digital offering to include brand identity and naming, training junior writers, and leading the design and delivery of over 25 digital projects in six years.

Going back even further, if we must, I graduated with honours from Central Saint Martins/University of the Arts London. I specialised in communication and writing, graphic design, advertising, photography and typography.

Before that, I wrote poems and painted paintings.

Some of them weren’t awful.


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Clients
American Express
Andrews Estates
Aramco
Argos
Aurion Group
Black Hat / Informa
Bloomsbury Research Institute (BRI)
Bridgebrook Capital
Centrient
Cloudreach
Disguise Technologies
EIP
Electric Twin
Embla
Eurolife FFH
The Fédération Internationale de l’Automobile (FIA)
GAM Investments
Glasmacher
Harridge Business Travel
Here Technologies
IATA
Interpol
International Road and Transport Union (IRU)
Kat Wendelstadt
Kearney
Letterhead
Marconi Capital
McLaren
Mercury House Seychelles
Michele Panzeri
Mobily
Nectar360
NewFound
Nexford University
Onggi
Point101
Rarebird Partners
Robinson Packaging
Sainsbury’s
Studio Ageli Architects
Superscript
Sweet Tooth Tours
Syntax Lighting
Thélème Partners
Untypical
Wonderfield / Itsu