Behind the work is a belief: that design and creativity can unlock growth, transform organisations, and make a lasting human impact.
Experience
With almost two decades across design, brand, and innovation, I’ve worked with startups, scaleups, global organisations, and non-profits.
My background spans travel tech, tourism, advertising, consultancy, and community projects, giving me a wide perspective on how creativity and strategy drive growth across different contexts.
Alongside leading at scale, I bring deep design expertise in brand, marketing and digital experiences, and I don’t shy away from hands-on creative work when it helps bring ideas to life.
Leadership experience overview
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-centred design with systems thinking to bring clarity to complex challenges. I start by uncovering insight, then translate it into strategy, before moving into creative exploration and delivery. Along the way, I involve teams and stakeholders through close collaboration, ensuring the outcome is not only effective but scalable, sustainable, and embraced by the people it’s for.
DISCOVER
research, insight, context
DEFINE
strategy, vision, clarity
DESIGN
concepts, creative, prototyping
DELIVER
execution, scaling, systems
EMBED
workshops, leadership, change management
My design principles
Human-centred - People first: brands, teams, and experiences only succeed when they resonate with real human needs.
Clarity in complexity - Cut through noise to create focus, structure, and direction.
Collaboration - Work with teams and stakeholders, not for them, so solutions stick.
Creativity with purpose - Ideas should inspire, but also drive measurable impact.
Scalable by design - Systems and processes that enable growth, not one-off fixes.
Learning mindset - Treat every project as iterative: test, adapt, improve.
Innovation - Foster curiosity through experimentation, openness, and a willingness to explore new solutions.
Leadership
My leadership is rooted in clarity, empathy, and growth. I build creative environments where people feel trusted and supported, with psychological safety at the core. That means creating space for honest conversation, encouraging experimentation without fear of failure, and recognising the value of diverse perspectives.
Having led distributed teams across startups, agencies, and global organisations, I focus on growing design maturity, embedding processes that make creativity scalable, and ensuring delivery at pace and scale. I guide with intent - providing direction and frameworks - while leaving space for autonomy and creativity.
For me, leadership is about enabling others to thrive, building resilient teams, and creating the conditions where design has lasting impact.”
My leadership pillars
Vision – I set a clear direction and connect teams to a bigger purpose, so everyone knows 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, valuing diverse perspectives and encouraging collective intelligence.
Growth – I nurture people and teams, raising design maturity and helping them reach their potential.
Scalability – I embed systems and processes that make creativity sustainable and allow design to deliver at scale.
Integrity – I lead with honesty, openness, and care, keeping both people and outcomes at the heart of my work.