I'm a senior Design Director and Creative Lead with thirty years of experience across B2B brands, campaigns and complex stakeholder environments. I work across brand, campaign and digital creative, bringing both strategic direction and hands-on craft to the work. I'm equally comfortable setting the vision and getting into the detail when it matters. I've spent most of my career embedded in long-term client relationships, working across global technology, financial services, energy and travel brands. I understand how complex organisations think and what it takes to keep creative quality high when the pace is fast, the stakeholders are senior and the briefs are technically demanding. I lead with calm and collaboration. I'm the kind of person teams tend to come to when they need a steady creative hand, a clear point of view or someone who will simply get it done without adding friction. Whether working embedded within a business, as a freelancer or as an extension of an agency team, I bring the same standard to everything I put my name to. On AI: I see the current shift as a creative opportunity, not a threat. I came out of art college at exactly the moment the industry went digital, when everyone wanted a Mac designer and I'd been taught on a drawing board. I learned fast, adapted and built a career on it. I'm doing the same thing now: embracing new tools, helping teams figure out what they mean for how we work, and backing human judgement as the thing that still matters most.
