i help businesses Drive Growth with Strategic Branding & Innovative Design
Audience First
At the core of a compelling brand story is a thorough understanding of your audience. Through deep research, I uncover what truly matters to your target personas—their aspirations and pain points. Engagement grows naturally when you have authentic messaging that truly resonates.
Impactful Insights
Market intelligence and competitor analysis are key to crafting the compelling brand narratives that will elevate your presence and differentiate your offering. Data-driven marketing drives measurable business success when combined with great design, innovative technology and a commercial mindset.
Compelling Creative
In today's world, effective branding spans so many channels and user experiences. Therefore, ensuring seamless and consistent execution across every touchpoint from digital to in-person has never been more important. Only a 360 view with an end-to-end delivery can build genuine connections that turn prospects into loyal advocates.
Tech stack
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Full work HISTORY
Underscore — Senior Integrated Designer
April 2022 – present
Underscore, 100 Oxford St, London, W1D 1LL
Crafting strategic brand narratives, developing brand architecture, establishing tone of voice, and creating visual identity guidelines.
Hosting interactive client workshops, conducting competitor analysis, and performing audience research and customer journey mapping to deliver data-driven design solutions.
Creating informative and engaging EOIs and pitch proposals.
Producing video and motion graphic storytelling for web and social media.
Developing identities and activating multichannel branding across all digital and analogue platforms.
BerryWorld — Lead Designer
January 2017 – April 2022
BerryWorld, Turnford Place, Broxbourne EN10 6NH
High level involvement in creating the BerryWorld new consumer brand in collaboration with external agencies where I was chiefly responsible for the implementation of the new visual identity system across all digital and analogue channels resulting in a strategic global brand that is optimised for both aesthetic and operational purposes in multiple territories including the UK, Europe, South Africa, US and Australia.
Design and development of multiple soft fruit sub-brand identities for affiliate retailer in-store and online campaigns, including Tesco, M&S, Waitrose, Morrisons, Sainsburys, Coop, Ocado and AmazonFresh.
Creating brand spaces at some of the world's largest soft fruit B2B trade shows in Madrid, Berlin and Hong Kong including interactive touchscreens, video installations, wall art, company collateral and related content for press coverage and social media.
Produced B2C online digital advertising for BerryWorld on Ocado and AmazonFresh, Fresh Produce Journal and Fruitnet and press ads for national publications including Foodism, Balance, OcadoLife, Jo Frost At Home, Lorraine Kelly, National Express, the Telegraph and the Mail.
Undertook brand refresh for sister company PrepWorld, including website overhaul and social media launch and created 2 visual identity systems for the PrepWorld house of brands, including B2B platform ‘Poppin’ Poms’ and a consumer brand ‘Oh My Fruity Goodness’.
Successfully recruited and managed junior designers and marketing interns to support design and marketing functions.
MetLife — Graphic Design & Artwork Executive
July 2012 – December 2016
MetLife Europe Limited, One Canada Square, London
Successfully implemented the design and production of promotional material, technical literature and event props, merch and videography for the largest product launch in the company’s history.
Accomplished the unification of the brand with a redesign in collaboration with external agencies to produce a comprehensive and consistent suite of corporate campaign and comms materials across all digital and analogue platforms.
Freshfields — Graphic Designer
April 2012 – July 2012 (Williams Lea temp contract)
Freshfields, 65 Fleet Street, London
Senior creative working on large accounts at a leading global law firm in fast paced in-house desktop publishing and reprographic studio environment generating a diversity of corporate digital assets, literature, pitch proposals, PowerPoint presentations, conference materials, stationary and multimedia to strict accordance with brand guidelines overseeing proofing, quality control and delivery.
Moore Global — Graphic Designer
November 2011 – April 2012 (Williams Lea temp contract)
Moore Stephens, 150 Aldersgate Street, London
Senior Designer based within one of the world's foremost global accounting and consulting networks, my primary role required that I ensure all digital communications for web and email, business pitch proposals, tenders, factsheets and newsletters were in accordance with brand guidelines adhering to stringent quality control procedures while maintaining high levels of professional customer service when handling project briefs and managing client expectations to provide a fast turnaround ensuring all projects delivered on time and on budget.
Cardif Pinnacle — Graphic Designer
April 2011 – October 2011
Cardif Pinnacle, Elstree & Borehamwood, Hertfordshire
Developed a suite of internal advertising assets that spanned 2 office blocks by personally undertaking the photography of staff as subjects from which to create my own illustrations and info-graphics to produce a variety for large format wall-art and video displays to promote the company wide Treating Customers Fairly (TCF) initiative earning me an award for employee of the year.
Goldsmiths College — Graphic Designer
July 2009 – February 2011
Goldsmiths College, New Cross, London
Rebranded and internally championed my in-house digital design and reprographic departments fully integrated digital design consultation and print production service at local on-site and global online recruitment drives which went on to win an industry award.
Hilton Hotel — Conference & Events Host
July 2008 – July 2009
Hilton Hotel, Docklands, London
Providing a comprehensive corporate hospitality service while upholding Hilton codes of practice and customer care.
Floral Essence — Company Director
January 2005 – July 2008
Floral Essence Ltd, The Borough, London
Providing bespoke indoor/outdoor plant hire and floral design services for high-profile corporate clients, including Four Seasons Hotel, Houses of Parliament, BUPA and the Chelsea Flower Show in addition to many high-end private events and weddings. Design and art direction of company branding across print, web, advertising marketing material. Project and staff management, bookkeeping and business administration.
London South Bank University — Graphic Designer
August 2002 – December 2004
London South Bank University, Southwark, London
Successfully implemented a multi-channel corporate rebrand across all corporate materials for web and print during the largest National and overseas recruitment drive undertaken as a result of a £4 million Government grant.
University of the Arts London — Exhibition Curator
January 2002 – June 2002 (Temp Contract)
UAL, 272 High Holborn, London
Profitably co-ordinated each phase of a high profile student art exhibition from initial fund raising, marketing and publicity, to liaising with students, selecting, viewing and short listing candidates in conjunction with external examiners and organising transportation of artwork, AV equipment and installation of final exhibition.
Tate Modern — Exhibition Assistant
September 2001 – January 2002
Bankside, London
Part time role to supplement freelance graphic design work. Involved customer-facing front of house duties and working the book / gift shop
Victoria & Albert Museum — Exhibition Assistant
November 1999 – September 2001
Covent Garden, London
Part time role to supplement freelance graphic design work involving customer-facing front of house duties such as running the admissions desk and gift shop, and co-ordinating corporate group bookings and guided tours.
Shakespeare's Globe — Exhibition Assistant
December 1998 - November 1999
Bankside, London
Customer-facing front of house duties such as running the admissions desk and gift shop, and co-ordinating corporate group bookings and guided tours