Behind my work is a belief that truly understanding your audience creates better brand experiences and stronger long-term connections, supported by scalable systems that enable creativity and innovation at scale.
Experience
Through years of work across brand, design and creative leadership, I’ve come to see design as more than a discipline. To me, it’s part of a broader experience system - one that sits alongside other areas of the business and can make or break how people connect with a brand.
Working in fast-paced tech introduced me to Design Thinking and showed me how insight and human understanding shape the right solutions for the right people. That curiosity naturally led me into exploring UX — not as a UX designer, but to understand how UX thinking and creative storytelling can work together to create more resonant experiences.
During my time at Skyscanner, I also became curious about promoting creativity at scale, in design teams and beyond. That led me into Social Psychology and the Psychology of Creativity, and shaped how I think about collaboration, culture and the conditions that support strong creative work that not only resonates with people, but also meets business objectives.
Since then, I’ve focused on combining insight with storytelling, encouraging collaboration across the business and building scalable systems that support clearer workflows and better creative output.
Taken together, these experiences shaped a holistic approach to creativity — one that goes beyond aesthetics to build meaningful, lasting connections.
Leadership experience overview
Freelance (2025-now): Brand & Creative Design Consultant
Point Five CIC (2025-now): Brand & Comms Director
Limitless (2023-2025): Creative & Innovation Director
VisitScotland (2022-2023): Head of Design
Skyscanner (2015-2022): Creative Lead
Various (2007-2015): IC Designer roles
Process
My process combines human understanding, creative storytelling and systems thinking to bring clarity to complex challenges. I start by uncovering insight and turning it into strategy, before moving into creative direction and delivery. Throughout the process, I work closely with teams and stakeholders to ensure the outcome is resonant, effective and supported by the systems that help it scale and succeed in the long term.
DISCOVER
research, insight, context
DEFINE
strategy, vision, clarity
DESIGN
concepts, creative direction, iteration
DELIVER
execution, scaling,
scalable systems
EMBED
leadership,alignment, design maturity
My design principles
People first.
Brands, experiences and teams succeed when they are grounded in real human needs, emotions and behaviours.
Clarity creates impact.
Cut through noise to uncover what matters, bringing focus, structure and direction to challenging problems.
Collaborate early, align often.
The best work happens through open, honest collaboration with teams and stakeholders, creating solutions people support and believe in.
Creativity that connects.
Ideas should inspire emotionally and deliver meaningful, measurable outcomes for the organisation and the people it serves.
Scalable by design.
Design processes and frameworks that enable consistency, reduce friction and create space for better creative work at scale.
Learn, adapt, evolve.
Every project is an opportunity to test, refine and strengthen the work. Look for ways to improve both the output and the way teams work together.
Be constantly curious.
Foster curiosity through experimentation, openness, and a willingness to explore new solutions and ways of working
Leadership
My leadership is rooted in clarity, empathy and psychological safety. I build creative environments where people feel supported, trusted and able to explore ideas without fear of failure. I value open conversation, honest collaboration and diverse perspectives, because that’s where the strongest thinking comes from.
Having led distributed teams across startups, agencies and global organisations, I focus on raising design maturity and embedding the processes that make creativity scalable without losing its human heart. I provide direction, structure and clear frameworks, while leaving space for autonomy, ownership and creative expression.
For me, leadership is about creating the conditions where people do their best work - building resilient teams, enabling growth and ensuring that design makes a meaningful, lasting impact.
My leadership pillars
Vision – I set a clear direction and connect teams to a bigger purpose, so everyone understands what we’re working towards and why it matters.
Leading by Example – I model the behaviours, standards, and curiosity I expect, showing through action rather than instruction.
Clarity – I cut through complexity and give focus, making the path forward understandable and achievable.
Empowerment – I build trust and psychological safety so people feel free to experiment, take risks, and grow in confidence.
Collaboration – I create strong partnerships, value diverse perspectives and encourage collective intelligence.
Growth – I nurture people and teams, raising design maturity and helping them develop both confidence and capability.
Scalability – I embed systems and processes that make creativity sustainable, consistent and scalable across an organisation.
Integrity – I lead with honesty, openness, and care, keeping both people and outcomes at the heart of my decisions.