I'm a Digital Product Designer specialised in creating well executed digital experiences that amplify brand moments and scale based on robust visual systems. Over the last 15 years I've led and worked in multi-disciplinary teams to ship work for some of the world's leading companies, and more recently helped startups both find product-market fit, and scale through changing markets.

My main goal is to create work that's simple, yet impactful. This usually means systems need to be easily understood and the visual execution stands the test of time. I work best as a senior IC or in a hands-on leadership role, where I can foster an environment for collaboration and exploration. I believe the best work happens when teams are aligned around a strong idea and pulling towards a shared goal.

I have held Design Lead, Head of Design and Creative Director positions at trusted product design studios including Ostmodern, Idean (now Frog), Signal Noise (part of The Economist Group) and Reaktor (New York and Amsterdam), where I've built and grew high-agency design teams, winning landmark projects, mentored talent and raised the bar for design execution.

I have been part of leadership teams that have shaped strategy, direction and product delivery for clients such as QVC, D-Ford, Rovio and Adidas, collaborating with partners like IDEO and Gemic respectively. Experiences that have given me perspective on how design can impact organisations at scale.