Successful brands don't happen by accident. Neither does effective design.
A fractional Brand & Design Lead for teams that need senior-level thinking, fast.
I work across the full length of a brand challenge, providing strategy, design leadership, and creative direction for brands that need focus, momentum, and standout creative results.
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You need a senior creative lead for a pitch, a project, or a client that needs more than your current capacity can deliver?
I embed seamlessly, speak the language, and elevate the work without disrupting the team’s dynamic. -
You have the ambition but not always the senior creative resource to match it?
I plug directly into your team, bringing strategic clarity and creative direction to launches, rebrands, campaigns, and everything in between -
You're building something with real potential and you need the creative and strategic thinking to match your ambition?
The strategies that build category-leading brands are rarely available outside the biggest organisations. I bridge that gap for the teams ready to think and compete at that level.
Who it’s for
Need strategic clarity, creative direction, and delivery you can actually count on?
Whether you're an agency, an in-house team, or a founder building something from scratch, the challenge is often the same:
You need senior creative leadership that can hit the ground running, without the overhead of a full-time hire.
What I do
Strategy, creative direction, and execution, under one roof.
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Creative Direction & Execution
Where strategy becomes something people actually see, feel, and respond to, across brand, campaign, packaging, and digital.
• Packaging design & creative direction
• Digital brand experience & ecommerce
• Campaign creative direction & management
• Social & digital brand direction -
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Operations & Governance
The frameworks, teams, and relationships that turn strong brand thinking into consistent, repeatable execution
at scale.• Brand governance & design systems
• Workshop facilitation & team alignment
• Agency management & stakeholder alignment
• Building & leading creative teams -
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Brand Strategy & Positioning
The thinking that shapes everything downstream; defining where your brand is going, how it's positioned, and what it stands for.
• Brand strategy & positioning
• Visual identity & brand systems
• Product & packaging innovation
leadership
• UX, journey mapping & experience
strategy
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A fresh creative perspective that cuts through complexity and refocuses brand direction
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Senior strategy and creative leadership without the cost or commitment of a full-time hire
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Hands-on across both thinking and delivery; no handoffs, no gaps, no loss of vision
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The momentum to move fast, from brief to launch without sacrificing qualityItem description
Why it works
Senior creative leadership, exactly when you need it.
As a fractional brand and design lead, I partner with agencies, marketing teams, and founders who need experienced brand leadership and/or creative direction, without the commitment of a full-time hire.
I plug directly into your team, bringing strategic clarity, sharp creative thinking, and end-to-end design leadership, exactly when and where you need it, so you can deliver great work without losing speed or vision.
No ramp-up, no agency markup, no layers between the thinking and the doing.
You get the strategic clarity and creative direction of a senior hire, with none of the overhead.
Who I am
Big ideas, delivering real
impact.
My career has taken me across award-winning studios and some of the world's most recognised FMCG organisations, including Reckitt and Nestlé, always working at the intersection of brand strategy, marketing, and design.
I've built brands from the ground up, led global campaigns, guided product and packaging innovation, and shaped creative direction for teams large and small.
That dual perspective, agency creative rigour meeting corporate commercial reality, is rare, and it's what I bring to every brand I work with. I've built and led multidisciplinary teams, managed agency ecosystems across 40+ markets, and developed the brand systems and governance frameworks that keep global brands consistent at scale.
What that means for you: someone who understands both the creative ambition and the operational reality. Who can set the vision and deliver it. Who has sat on both sides of the brief and knows exactly what winning work looks like and what it takes to get there.
Disclaimer
The work presented on this website represents projects I have delivered and contributed to in various professional capacities, including roles within companies, collaborations with agencies, and partnerships with independent designers. All trademarks, brand names, and logos are the property of their respective owners and are used here strictly for the purpose of demonstrating my professional experience and personal contributions.
Due to the collaborative nature of many projects, not all contributors may be individually credited on each piece. I aim to acknowledge key collaborators where possible. If you are a contributor to any featured work and would like to be credited or have concerns about its inclusion, please feel free to contact me. Some projects were completed while employed by organizations or brands, and all work is displayed in accordance with my honest understanding of public release and non-confidentiality obligations.