I am a Senior Designer with 15 years experience driving visual excellence for global corporations and fintech leaders like Visa Europe. My approach centers on the thoughtful evolution of established brand systems, ensuring they remain vibrant and effective across complex, multi-channel environments.

I specialize in bridging the gap between business objectives and high-fidelity creative execution. By acting as a brand guardian, I help maintain a “Golden Thread” of consistency that strengthens brand equity over time. My work is rooted in operational efficiency. I actively integrate Generative AI workflows and Agile methodologies to streamline production while elevating the final craft.

From contributing to large-scale retail branding systems to securing a 2023 Global Store Design Silver Award, I focus on a journey of “strategic intent”, guiding projects from initial brief to high-performance, brand sympathetic creative.