Led the art direction and design development of a new visual identity which communicates to diverse global audiences.

Created a ‘thread and icon’ device to communicate the concept of connections and key services and devised a two-tiered system for hero and secondary imagery.

Implemented the system across photography, video, and infographics, covering various digital and print channels.

Please see live examples here:

Mastercard Gateway homepage

Mastercard Gateway case studies

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

Developed a new brand identity for Thames Water to highlight their accessible nature reserves.

Designed an animated logo that aligns seamlessly with Thames Water’s branding, along with a visual system for a social campaign, website, and printed materials.

The campaign enhanced the organisation’s visibility and resulted in a tangible rise in visitor attendance.

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.

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.

I led the creative process for this fun and engaging reel on Big Group’s social channels.

To celebrate Employee Ownership Day, we asked office employees what benefits they would like to see at work, receiving many creative and unusual responses.

I directed the editing and designed stickers and frames to tie everything together in an entertaining way.

This project helps elevate Big Group’s reputation as a fun and appealing place to work.

I led the creation of a new identity for Mastercard Learning Labs, developing key visuals for use across web, social, and digital platforms.

The images focus on the concept of ‘relearning’—illustrating the transition from old to new through technology.

I used AI image generation software initially, followed by refinement in Photoshop.

These assets were applied across campaign communications to promote the programme’s learning formats.

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 played a key role in optimizing and enhancing the Thames Water brand to emphasize digital-first and accessibility principles.

My contributions included selecting an accessible color palette that references the original hues while making improvements, consolidating existing graphic elements, and introducing new ones.

Additionally, I introduced a bold headline font to complement and work alongside the existing font family.

The updated branding resulted in a more modern, sleek, and accessible brand identity.

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 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.

Led the redesign of Thames Water's internal magazine, overseeing the overall creative vision and layout design.

In line with Thames Water’s brand refresh, I redesigned the magazine to increase readership and foster a greater sense of belonging among employees.

I established a fresh look and feel, created a template, and incorporated infographic elements to make the publication more engaging.

The magazine was delivered in both print and digital formats, leading to a significant boost in readership and employee engagement.

Designed the exhibition stand for Bold360 at the AI Paris 2019 Conference, showcasing the brand’s AI-powered customer engagement platform by LogMeIn.

Created visually engaging information panels and concept imagery aligned with brand guidelines to deliver an impactful and informative presence.

Designed a new look and feel for the Mastercard Payment Trends Navigator white paper.

The client requested a modern, tech-forward aesthetic that differed from previous editions.

The white paper was delivered as a static PDF and also translated into an animated web version.

Led the creative vision for Thames Water’s Net Zero by 2030 social campaign.

Collaborated with a copywriter to produce a series of social media posts and a downloadable PDF to provide additional information.

Developed the visual language to effectively communicate the journey towards 2023, incorporating animation to boost engagement.

The campaign received significant public traction, generating strong social engagement and numerous brochure downloads.

Created a set of three digital e-cards to recognise Thames Water colleagues or teams who go above and beyond.

Working with the brand illustration toolkit I designed a scene for each of the organisational pillars: Operational Excellence, Sustainable Development, and Customer Experience.

As a graphic designer at the Southbank Centre, I created a visual campaign for a group show at the Hayward Gallery entitled ‘Walking in My Mind’.

The campaign featured a clean, typography-driven key visual that highlighted Yayoi Kusama’s ‘Dots Obsession’ installation, emphasising the concept of an immersive experience.

The visuals were rolled out across large-format on-site billboards, posters, and publications.

Additionally, the concept was extended to a site-specific artwork installation by wrapping the trees at the Southbank Centre waterfront for the duration of the exhibition.

A set of booklets and leaflets for the international school in Bangkok.

As Senior Graphic Designer at the award‑winning architectural and design practice, Adjaye Associates, I created the branding for a fashion photography exhibition at the National Portrait Gallery.

Working alongside an architect,  I designed the exhibition identity, signage, billboards, posters, merchandise and the guide.

Collaborated with a copywriter to design the Southbank Centre’s Christmas campaign. The concept centred on “opening the present,” using gift‑wrap patterns derived from a woven treatment of the centre’s logo. Delivered a striking suite of posters, press ads and on‑site collateral.

I am currently the Marketing Lead for Wargrave Festival, a bi-annual community event that takes place over 19 days and attracts approximately 10,000 visitors.

Each festival has it’s own theme, and for 2026, I have devised the theme of storytelling, and the name ‘Once upon a Village’. I am responsible for the brand identity and all marketing materials. Stay tuned!