Understand the purpose.
Start with audience insight, and keep using it as the work develops. A shared brief links real needs with ambition, so creative decisions support something people can understand, use and trust.
DESIGN & CREATIVE DIRECTION
Coordination.
Consistency.
“Clarity builds confidence. Confidence creates trust.”
I bring people, ideas and disciplines together around a clear point of view and a shared creative direction, giving organisations a coherent creative voice.
My work connects brand, product, communication and experience. It is shaped by a designer’s eye, commercial understanding and more than 30 years leading creative work across Europe and Asia.
01 / POINT OF VIEWThe whole has to
The whole has to
make sense.
Creative leadership works when people understand the direction and why it matters. That understanding gives them the confidence to take ownership and contribute their expertise.
My role is to establish that direction, ask the right questions and exercise judgement as the work develops. The outcome belongs to a collective effort: internal teams, specialist designers, writers, filmmakers, agencies and partners.
Connect the people.
Bring different disciplines and perspectives into the conversation to challenge assumptions, work constructively with that tension, and keep creative ambition alive. Give specialists the confidence to speak up.
Set the direction.
Turn strategy into a recognisable point of view. Connect narrative, visual language, and experience through careful creative judgement, shaping a cohesive identity that cuts through the noise and defines how a brand behaves.
Carry it through.
Keep the intention intact across formats, teams and markets. Review the detail, learn from feedback, and consider the lasting consequences of what we put into the world.
02 / LEADERSHIP & EXPERIENCE
Direction, people and delivery.
Coordination brings people, ideas and decisions together around a shared purpose. Consistency carries that purpose through the work. A clear framework gives specialists the freedom to question, contribute and create, while helping everyone understand the direction and trust the process.
Coordination at international scale.
Global Design Director · 2016–2020
I led global design direction within ONE Kingfisher, unifying design and brand execution across 11 countries.
A creative vision across cultures.
Creative Director · 2020–2024
My remit connected brand, product, retail and communications, including editorial publications, video, social content and high-profile campaigns.
It’s Your Habitat
Creative Director, Product & Brand · 2006–2011
My responsibility included furniture and product design direction, editorial publications, video, social content and high-profile communications campaigns.
A shared idea implemented across the business.
Head of Design, Home · 2011–2014
HOUSE launched within 12 months, generating £50 million in first-year sales.
Business by Design
Founder & Creative Director · 2022–2026
Defined the positioning, operating model and user journey, working with UX, UI and development teams.