Practically, I guide the process of creation to make media that will resonate. I take a holistic view of creative work, overseeing not only the quality and originality of output – but also how it fits into the wider brand, cultural, and technological context. My creative direction experience ranges from in-house media team management to conceptualising brand identity to live event experience design and production. I also brief and direct external agencies on everything from marketing campaigns to website wireframes to SEO-led content creation.

As an in-house Head of Brand, I have a huge appreciation for the importance of clear, quality branding and (for long term success) how essential it is that the branding works across the full infrastructure of an organisation. When I build brands from scratch, my goal is to couple creative excellence with flawless functionality. As well as executing brand assets and creative direction, my real passion is to consider the genuine identity and culture of a brand – workshopping core values, crafting brand story, and creating a compelling, confident tone of voice that will carry through the entire user experience.

I cut my teeth as a copywriter, with my initial training in proofreading and my initial work experience at Wallpaper Magazine as an Editorial Assistant. I love great writing and I’m a stickler for intentional and consistent application. While getting the basics right is a must, my approach to copy is to put the users’ needs and the mode of delivery at the heart of my work. My goal is to leave the reader moved and informed in as few words as possible. I personally write all forms of copy, from video scripting, to paid advertising, to establishing brand nomenclature. And I love every second of it.

When it comes to design, I’m self-trained and learning all the time. As a Creative Director – and frankly, as a human – I have a deep appreciation of the power and potential of aesthetics, and the irksome and undermining impact of getting it wrong. My graphic design grounding is in layout design, primarily working across InDesign and Illustrator. I also get stuck into more illustrative work with logo creation, icon design, and hand-drawn artwork.

Having worked as the Global Director of Marketing for a large non-profit, I’m able to integrate a strong understanding of data, spend, and demographics into the creative process. I’m well aware of how creative success depends on aligning with broader organisational tactics, goals, and values. I approach creative work in the context of how it will be delivered and measured. Part of the creative service that I offer is to build marketing strategy alongside creative execution to ensure media and messaging have the highest chance of delivering real impact.