DISCIPLINES
BRAND DESIGN
Creating and bringing to life brand worlds through engaging stories that resonate and connect with people. From naming to visual identity, I have extensive experience across multiple categories and mediums, whether re-energizing an existing brand or creating a new one.
PACKAGING
Global FMCG packaging experience, with the last 10 working within tobacco, alcohol & technology. A sharp eye for detail, craft and finishing, I’ve created designs for established household brands as well as premium, cutting edge tobacco products, through semiotics and visual storytelling. I also have production knowledge on processes and finishing that can elevate a design to new heights.
COMMUNICATION
Brands cannot exist in a single dimension. They need to live and grow throughout a multitude of touch points, interacting with consumers at every step. I bring brands and their values to life in vast array of dimensions, utilising innovative technologies & platforms to maximise brand impact and create long-lasting, brand affinity.
FILM & MOTION
I’ve always had a love of film and moving image, developing and honing this medium throughout my creative career. Throughout scriptwriting, treatments and shoot/motion/editing direction, I’ve created impactful and captivating brand films for pitches, consumer engagement and TV broadcast.
STRUCTURAL DESIGN
I transfer values and insights into 3-Dimensional forms, combining ergonomics, textures and materials to bring brands life. From structural packaging design to POS, I’ve created distinctive objects and spaces that engage, interact and provide consumers with a strong brand connection, overtly and subliminally.
CREATIVE STRATEGY
I have proven experience in concept ideation, brand creation, proposition & positioning, naming and copywriting - being as energised expressing an idea verbally as visually. Digging deeper, understanding consumer insights and applying that knowledge to create transformative ideas that engage the senses.
INNOVATION
To innovate is to transform, to get or stay ahead rather than maintain the status quo. From range extensions to new product development, true innovation generates a profound shift in the way we engage with a product or service. I’ve used innovation methodology throughout a number of large-scale projects - from helping transform tobacco from an agriculture to technology business, to how we might futureproof the alcohol industry in light of legislation.
INDUSTRIES
TOBACCO
Over 12 years creative experience in the tobacco industry across traditional FMC and next generation tobacco technologies. Creative strategy, product innovation, packaging, branding and integrated communication have all featured heavily across multiple brands from R. J.Reynolds, British American Tobacco & Japan Tobacco International.
ALCOHOL
From ground up brand creation to packaging refreshes, I have extensive experience across global spirit and beer brands. Structural bottle design and beer font/tap design have also played an integral role across a variety of projects, aside from packaging design and branding work. Clients include Adnams, Hook Norton Brewery, Greenall’s and Pernod Ricard.
LUXURY
Whether product or packaging design, the reductive nature of luxury design is a careful and precise balance of simplicity vs. complexity - as much about what’s not there as what is. I headed up luxury LEP design for Glo/BAT for 3 years. Intricate product design and packaging were at the forefront of creating strong brand infinity across global markets.