~ A bit about me ~

I’m a freelance senior designer and art director with over a decade of experience creating impactful visual campaigns across digital and print. Blending strategic insight, storytelling, and design, I develop ideas that move campaigns forward and resonate with audiences — helping brands and organisations craft compelling, purpose-led creative.

Previously, as a creative designer at Oxfam, I led design on national and international campaigns addressing global issues, humanitarian crises, and key marketing initiatives. Before that, I worked in-house at the NSPCC and gained experience at leading digital and design agencies, as well as working with major global brands. As an independent designer, I collaborate with clients to develop engaging brand identities, digital experiences, and strategic campaigns that resonate with audiences.

With a BA in Design and an MSc in Performance Psychology, I take a multidisciplinary approach that blends creativity, psychology, and technology to drive meaningful engagement and action. My work is not just about aesthetics — it's about creating emotional connections that move people to act.

Beyond design, I am deeply involved in Brazilian Jiu-Jitsu, holding a brown belt and researching performance psychology in competitive grappling alongside regular coaching. This passion for high performance informs my approach to problem-solving, storytelling, and strategic design thinking.