Craft with purpose.
It's more than a philosophy; it's how I approach every project. I believe the strongest creative work starts with understanding the 'why', then applying the craft, care and attention to detail that transforms strategy into something people connect with.
With over 20 years' experience, I've led the creation of brands, campaigns and digital experiences for clients across both public and private sectors. I thrive on bringing together insight, strategy and design to solve complex problems, creating work that's both meaningful and beautifully crafted.
Alongside the work itself, I lead, mentor and collaborate with multidisciplinary teams, helping designers develop their confidence, sharpen their thinking and produce their best work. Whether I'm shaping a creative direction, refining the smallest typographic detail or supporting the next generation of designers, the goal is always the same: create work with purpose, crafted to the highest standard.
I'm currently Head of Design at Golley Slater in Cardiff, leading the design team across branding, advertising and digital projects.