About
I direct, art direct and shoot the visual world of a brand.
I came up through photography, then spent years brand-side directing creative for global fashion, beauty and lifestyle names. That mix is the whole point: I can hold an idea from the first reference through to the last retouched frame, and I know what happens to it once it hits a product page, a paid feed or a press pack.
The throughline
People hire me. The work follows from there.
Most of what I do falls into one of four shapes: a full brand build, an identity refresh, a launch campaign, or an ongoing creative partnership. Each one starts with a proper strategic foundation — who the brand is for, what gap it fills, how it should show up everywhere a customer meets it — and ends with something a customer can see, hold or buy.
Alongside brand and creative direction, I've run paid and email programmes; that layer started with email design for brands like Sweaty Betty and Hackett London, and it still shapes how I think about campaign creative that has to perform, not just look good.
Slower at the start, sharper at the end. The person you brief is the person making the decisions — there's no hand-off to someone else once the idea is signed.
In studio · on set · behind the camera
Experience
Background
A background in photography, then brand-side creative direction for global fashion, beauty and lifestyle names.
Practice
A decade of work across fashion, beauty, lifestyle, ecommerce and culture — from luxury houses to founder-led brands.
Today
Leading brand systems, campaign production and in-house product launches, and available for freelance and contract creative direction.
Selected clients
Words from clients
“I'm in love with our new brand images. I decided to send our jewellery to the talented team in London while I stayed in Edinburgh. We planned the look and feel of the images and they turned out so beautifully and I couldn't be happier. I'm so proud of them — they really elevated the brand.”
“The brand as a whole and the brand representations are beautiful. You have understood our tone of voice and articulated it in a way that we have struggled to do being so intrinsically embedded into the day to day of the business.”