I have been involved in creative direction for consumer goods, e-commerce, and lifestyle brands for more than 20 years, and throughout all my different positions, what has remained constant is that I don’t just direct the work; I take part in building it together with my team.

The way I’ve approached creative leadership has been shaped by this. Although I’ve led teams and developed brand strategy, I have also taken on shooting the product photography myself in cases where the standard was lacking, drawn up the concept when a project required a starting point, and been involved in the detailed work of a design system when it came down to someone having to just get it done. My belief is that the best creative direction comes from actually understanding the craft, not just looking at it from a distance.

In all the brands I’ve been involved with, the thing that has been common is taking a fragmented situation (be that a visual identity, the way a team works, or a brand’s presence through a large number of disconnected touchpoints) and shaping it into something coherent. I enjoy the process of working out what a brand really needs to communicate, then ensuring that every piece customers encounter conveys that message consistently.

Outside of work, I love learning new things. Technology changes so quickly that it sometimes feels like the sci-fi fiction I read as a kid is becoming real, and that keeps me endlessly curious. I’ve spent years writing scripts for brand videos, and lately I’ve been thinking about writing one for my own short film, something that finally feels within reach now with AI video making.

Thanks for visiting. I’m always glad to connect with people building brands that need that kind of coherence. If interested in my full resume, you can find me on LinkedIn.