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Rizla

Plymouth Gin

Cordino

Ringnes

Beefeater

Blu

WHO

With over 20 years of experience in the graphic design industry, I have had the privilege of working across a diverse range of creative disciplines, from packaging and print design to entire brand worlds. Over the past 10 years, I've had the opportunity to work closely with a talented team as Design Director and Associate Creative Director, helping to build and lead that team to create award-winning work.

I truly enjoy the collaborative nature of teamwork, knowing that the best results often come from pooling different perspectives and talents. Leading a team, fostering creative development, and ensuring the best possible outcomes for both the client and the studio is something I take great pride in.

I believe in the power of collaboration and the importance of crafting designs that are not only aesthetically pleasing but also strategically aligned with a brand’s goals. Whether I’m designing a packaging concept or directing a photoshoot, my approach is always rooted in storytelling and ideas, ensuring that every project feels authentic and meaningful to the target audience.

With a deep understanding of both the creative and practical aspects of design, I approach each project with a balance of artistic vision and technical precision. I strive to create designs that resonate emotionally with people, while also achieving measurable business success.

WHAT

I have developed numerous brand worlds, defining the visual language, tone, and aesthetics that connect brands to their audiences. My work in branding has allowed me to collaborate closely with clients to understand their vision and translate it into an effective visual presence across all touchpoints. This work has been applied across the on and off trade, retail spaces, and for brands to follow in creating consistent global activations and promotions.

Within these worlds, I have worked across various mediums, whether it’s brochures, ads, or applying the brand into a three-dimensional space. I have helped deliver solutions that capture attention and communicate messages clearly and creatively, whilst maintaining the brand’s initial vision throughout
I helped create entirely new identities from scratch, as well as redesigning and refining existing logos to give them a fresh, modern perspective. Through thoughtful design and strategic thinking, I help transform brand identities into cohesive, compelling visual stories that resonate with audiences and elevate the overall brand experience. Whether reimagining a classic logo or crafting a completely new concept, my focus is on ensuring that each design communicates the brand’s core values and vision in a way that is both impactful and memorable.
My journey in design began in the packaging sector, where I developed a deep understanding of how to create visually striking designs that stand out on the shelf while maintaining brand integrity. Over the years, I have worked on a diverse range of packaging projects, spanning sectors from beer and spirits to FMCG food and drinks, as well as limited edition sneaker packaging. My designs consistently focus on both form and function, ensuring that each project meets all aspects of the brief while building on established brand credentials. Whether it's creating packaging that pops on the shelf or designing limited edition releases that connect with a targeted audience, I strive to deliver work that is both innovative and on-brand.
With a diverse background in art direction, I've had the pleasure of directing shoots across a wide range of industries—spanning food, spirits, sports fashion, and sneakers. From London to Cork, and even as far as Mexico, I've had the opportunity to work on numerous high-profile photo shoots. This includes projects for some of the leading global spirits brands and major supermarket food ranges.