I translate strategy into design that feels distinct, grounded and full of character. I like finding the idea that gives a brand its own point of view, then building a visual world around it that feels clear, recognisable and specific. Across identity and art direction, I’m always looking for that balance between structure and personality.

A lot of the work I’m drawn to happens in moments of change. New brands finding their shape, existing brands looking for a sharper direction, or ideas that need to become more visible, recognisable and coherent.

I like work that has something to figure out. Where there’s room to explore, make choices and build a visual direction that feels specific to the brand rather than following a familiar formula.

Since 2018, I’ve worked across brand identity, rebranding and art direction. After graduating in graphic design, I went on to study at Shillington in Manchester, where I learned to develop concepts from strategy and carry them through into design.