I’ve spent my career making digital experiences clearer, more consistent and easier to use, and I’ve learned that most problems start well before anyone opens a design tool.

My work sits at the senior end of digital design: brand systems, UX and visual design that hold up under real commercial pressure. I think in systems and outcomes as much as pixels. I’ve built design functions from scratch and shaped the tools and workflows around them. I’ve worked AI into my process for as long as the tools have been reliable enough to trust, from Firefly in my asset workflow to working with Claude today. I adopt early but only keep what makes the work better, and I use it to save time, never in place of judgement.

Outside my studio, I’m rarely without music. My taste is wide ranging, and I’ll follow a good track wherever it leads. I’m a keen cook who loves getting the technique right, and a lifelong gamer who’s watched every console generation push what’s possible. I’m always striving to learn something, whether that’s a new cuisine or a new tool.