I help define what a brand stands for and how it should behave — clarifying positioning, purpose and structure before any visual decisions are made. This work sets a clear foundation for identity systems that are coherent, meaningful and built to last.

I design brand identities and systems that balance clarity, restraint and character. From core identity elements to full brand architecture, the focus is on creating flexible systems that work consistently across touchpoints rather than one-off visuals.

I create considered print and visual communications that sit comfortably within a wider brand system. This includes editorial, packaging, signage and printed matter, with close attention to craft, hierarchy and materiality.

I design digital touchpoints that extend brand identity clearly and confidently online. My focus is on translating brand systems into digital environments in a way that feels intuitive, consistent and purposeful rather than overly decorative.

I develop campaign concepts and visual directions that sit naturally within an existing brand while allowing space for expression. This work balances creative impact with clarity, ensuring campaigns feel distinctive without diluting the core identity.

I provide art direction across illustration, photography and brand expression, shaping tone, mood and visual language to support strategic intent. This often involves collaborating closely with photographers, illustrators and creative teams to ensure a cohesive outcome.