Led the creative direction for this brand campaign for Mastercard Gateway. Introduced a signature “thread and icon” system to articulate connection and core services. Established a scalable hierarchy for hero vs. secondary imagery and implemented a scalable system across photography, video, and infographics in both digital and print applications.
See live examples here:
Led the art direction and design development for a cross‑platform marketing campaign positioning FREENOW as a champion of live music in the UK.
Created a sub-brand for all communication, highlighting FREENOW as official sponsor for the Mercury Prize 2023 and Brockwell Bounce Live 2023.
Delivered integrated social, digital, OOH and influencer content.
The campaign strengthened brand differentiation, boosted impressions and generated increased press coverage
Led the creative vision and execution of the FREENOW Ride for Music campaign, and created a digital toolkit for internal teams and external partners.
Developed a design system for assets including social media content, digital banners, OOH advertising, printed materials, and video end frames.
Created an image treatment integrating photography and illustration.
Compiled, designed, and produced the final digital toolkit, with downloadable assets ready to use.
Evolved and enhanced the Thames Water brand by optimising it for digital-first and accessibility principles, resulting in an improved user experience. Introduced new typography, imagery, and templated design assets.
Established a comprehensive brand framework and oversaw its implementation by internal and external design teams, ensuring consistent application across all touch points.
Social media campaign assets — branded promotional graphics designed for social platforms, showcasing Three’s product and service offers through bold typography, product-led visuals and campaign messaging, developed across static formats and motion storyboards.
Collaborated with a copywriter to generate three distinct concepts for a bean-to-cup coffee machine launch event for De'Longhi.
Based on the product insight of ‘switching the beans,’ the three concepts were titled ‘For All the People You Are’, ‘Switch Seamlessly’ and ‘One Machine, Infinite Possibilities’.
Developed a key visual showing location and event design, along with a moodboard for each idea.
Successfully presented to the Delonghi marketing team who were impressed by our pitch.
Created a cohesive visual identity for the Mastercard Excellence in Customer Engagement Summits held in London and Dubai.
Developed the key visual and typographic treatment which I then implemented across all event materials.
The final outcome was a fully branded Mastercard event that effectively showcased the company's identity and left a strong, positive impression.
Led the redesign of Thames Water's internal magazine for digital and print, overseeing the overall creative vision and layout design.
Oversaw the creative vision and introduced engaging infographics to boost readership by 200%.
Led the creative vision for a playful and engaging reel on Big Group’s social channels. Click here to watch it on instagram.
For Employee Ownership Day, we asked employees which workplace benefits they’d love to see—and got a host of fun, unexpected answers. I directed the edit and crafted custom stickers and frames, turning the responses into a visually engaging story.
The reel not only entertained but also showcased Big Group as a vibrant, desirable place to work.
Led the graphic design for the Mastercard stand at the Business Travel Show 2023 in London.
Created the main visual by integrating photography and iconography to illustrate the concept of business travel.
Designed a striking, freestanding display featuring the key visual, prominently visible logos, a seating area, and screens, all to effectively promote the Mastercard brand.
Independent lead responsible for rebranding Wave Marketing Communications, a dynamic global events agency specialising
in tech and corporate hospitality events.
Revamped the outdated identity to better reflect the company’s innovative spirit and international presence. Designed the new logo, website, premium stationery, and environmental graphics, establishing comprehensive brand guidelines to ensure consistency and professionalism across all touchpoints.
https://www.wavemc.com/
I was asked to volunteer as Brand & Marketing Lead for a much-loved local festival — a bi-annual celebration that brings families and the wider community together for 19 days every June.
With more than 40 events spanning music, theatre, literature, children’s activities, sport, comedy, food and social events, the festival attracts over 10,000 visitors and raises vital funds for local charities and community organisations.
For this edition, I developed the theme ‘Once Upon a Village’, celebrating the power of storytelling and the stories that bring a community together.
I created the festival’s visual identity, designed to capture the magic, imagination and sense of wonder found in storytelling. From there, I developed the wider marketing and communications, bringing the identity to life across social media, press advertising, the festival programme, OOH signage and the website.
It was an incredibly rewarding opportunity to use my creative and marketing experience to help celebrate the community, while supporting the local charities and organisations that benefit from the festival.
