Creating brands that are clear, distinctive and built to last.

For more than 30 years I have helped organisations define who they are and how they show up in the world. From global businesses to founder led start ups, I work on the foundations of a brand: the story, the structure and the systems that allow teams to create with confidence.

What I do

I help clients move from loose ideas and opinions to a clear, usable brand platform. That can include:

• Positioning and narrative

• Naming and architecture

• Visual identity systems

• Tone of voice direction

• Brand guidelines and toolkits

The outcome is not just a logo or a deck. It is a set of principles, assets and behaviours that hold together over time, even as the organisation grows and new people join.

How I work

My approach is collaborative, practical and rooted in experience.

I start by listening, drawing on workshops, stakeholder interviews and existing research to understand the real problem to solve. From there I explore different creative territories, using words and visuals together so clients can see how a brand might live in the real world, not just on a boardroom slide.

I pay close attention to how a system will be used. Guidelines are written for designers, marketers and partners, not just for the launch moment. I would rather create a clear, flexible set of rules that people can work with than a perfect but fragile identity that only works in the studio.

Because I have led teams in agencies, in house and within my own studio, I understand the pressures on both sides. I aim to give clients brands that are distinctive enough to stand out, but structured enough to be practical.

What I bring

• Depth of craft
  Raised in a graphic design studio, I learned typography, layout and composition long before digital tools existed. That grounding still shapes every identity I build, whether it lives in print, on screen or in physical space.

• Strategic clarity
  I am as interested in the why as the what. Brand work starts with understanding audience, market and ambition, then translating that into simple organising ideas that guide creative decisions.

• Systems thinking
  I design brands as systems rather than single moments. Colour, type, imagery, motion and language all work together so that every touchpoint feels related without becoming repetitive.

• Leadership and collaboration
  I have founded and run my own studio and led teams at senior level. I am comfortable guiding internal stakeholders through complex decisions and working alongside strategists, writers and client services to keep everyone aligned.