designer | creative director
Born in Africa, I developed an obsession for drawing at a young age, to the point that my pyjamas were covered in marker stains. As I got older I became aware that through creating something, I could invoke a change in people. I've dabbled in producing experimental music, printed t-shirts on my kitchen table, painted and photographed random things all with the objective to change how people feel.
Design is the organisation and augmentation of communication with a customer or user. What excites me about it is the way it constantly changes and evolves due to it's hybridization of art, technology and psychology. I enjoy crafting beautiful work, but the best part is putting myself into the shoes of the audience to develop strategic messaging that is convincing and of relevance.
I have had extensive experience with the full adobe suite which I have employed to design for print, broadcast, cinema and web, across entertainment, fashion and corporate finance. I take great pleasure analyzing data to understand user behavior to develop a U.X. strategy, that benefits both the user and business.
Bespoke identity solutions and design systems tailored to meet your requirements. Market research, sketching, grids, concept development, material usage, asset creation, execution, brand guidelines.
Creating engaging layout compositions of image, colour and typography for large format, exhibition and printed collateral. Print processes and material knowledge. Quality production finishing;
Responsive web design, prototyping, wireframes, animation for out of home and web banners, E-mail templates, digital asset creation and development. Digital art direction.
Experimentation, typesetting, crafted lock-ups for advertising campaigns. Developing type treatments that compliment artwork for effective message delivery.
Advertising & Social Media
Developing engaging visual narratives to run across multiple touch points through, posters, out of home, web-banners, POS, social media and landing pages.
Motion tracking, kinetic type 3D CGI, for social, Youtube, twitch and broadcast.
In mythology Boreas was the purple-winged god of the north wind, one of the four seasonal Anemoi (Wind-Gods). He was also the god of winter who swept down from the cold mountains of Thrake (Thrace), chilling the air with his icy breath. Beyond his mountain home lay Hyperborea, a mythical land of eternal spring untouched by the god’s winds.
Cult & Bloom Branding, Web & Print Design
My client wanted to create a salon that was a sanctuary in the heart of Shoreditch that had an air of mystery about it, yet still wanted it to be accessible to as wide an audience as possible. I drew a lot of inspiration from classic monograms, calligraphy and architecture reclaimed by nature playing heavily with light and shadow to create a sense of enchantment and wonder.
Betway Design System
This is a test etc etc
Betway Twitch In-Stream Video Ad.
Betway Premiere League Campaign
Betway Man Vs Machine
BETWAY: Know The Score
Working with a team of 6 designers I was responsible for the creative direction, workflow hierarchy, materials sourcing, as well as doing some photo editing, layout and design.
Leaderboard based gamification for VIP clients.
Customer Journey development, art direction, design lead.
Palace Group VIP Travel Pack
Hippodrome Direct Mail Campaign
Maildoc Brand Identity
Logo, style guide and stationary
Light Asylum Shallow Tears 12 inch design
Digital photo montage created with Adobe Photoshop, Typograpy and layout in InDesign.
Illustration for BlackMoon1348
A3 pen and ink Illustration.
Photography, Photo-editing and digital manipulation using photoshop, typography and layout in InDesign.
Terry Gilliam's The Wholly Family Digital Release Campaign
The Guardian screened the film on a "pay per view" basis for which I Illustrated and designed press and banner adverts.
Digitally painted in photoshop, layout and typography in InDesign.
Moonracer Gamified Campaign
The Hitch Hiker’s Guide to the Galaxy Interactive T.V. Advert
In 2014 I was handed the initial brand guidelines for the Betway brand and briefed with turning it into a working brand system and implementing it into a marketing campaign methodology and the Betway product itself.
Typically my process for projects kicks off with a meeting with the stakeholder to define base parameters and objectives of the project. Where possible I will have the relevant designers & copy writers accompany me to the meeting, as this helps them build a rapport with the stake holders and gives them a sense of ownership. The meeting I will define the following for the brief 1: Who is it for: Identify Target audience, 2: What is on offer: What does the audience have to gain from the campaign, 3: Why are we offering this, what is our objective as a business.
- I will then collate the preliminary research a brief as well as a list of all the assets, the contexts the creative will be expected to perform setting milestones for presentation of rough concepts, semi-complete work, complete work before final rollout
- I will task the design & copy teams to research what the audience is currently identifying with, are there any trends or memes on social that resonate with the audience & that we could potentially use a vehicle for our campaign, identifying language, imagery, typography & colour palette they would be drawn to. I will also ask them to collect examples of competitors
- Using the research in the previous steps in a brain storming session to generate 3 narrative concepts, we would flesh out rough copy, scamps, mood boards & storyboards.
- These are then presented to the stakeholder for them to select the one they think has the most potential.
- The selected creative is then worked up to a semi-finished state using assets from 2 or 3 different channels to illustrate campaign consistency
- This is then presented to access if we need to do any further fine tuning. I’ve never really had more than two rounds of changes, and usually this is down to things like offers and translations changing etc.
- Once the stake holder is happy the master artwork is finessed and then all the assets for the various channels are created
How much time I spend on a campaign is down to the expected ROI which I define by lifespan, the campaign the audience size and the audience value.
In 20 years as a designer, working in both in an agency and in-house environments, I have amassed quite a large set of practical design skills. From print to web to broadcast and even writing the odd bit of music, I can use pretty much every bit of Adobe software there is. I have an excellent understanding of typography, visual hierarchy and gestalt theory in composition. These combined with an understanding of user experience and the relationship between a brand and it’s clientele allows me to see the big picture when it comes to delivering communications through all media channels. On top of all of this I’m not averse to doing a bit of coding and not at all afraid to roll up my sleeves and get my hands dirty.
Complexity In Experience Design: A Social Consideration.October 9, 2017 10:58 am
Complexity can be defined as the amount of intellectual stress placed on a user or player when using a system and or interface. That is to say, they need to be able to be aware of and interpret numerous variables, the fewer variables the lower the perceived complexity. It is widely believed that good design is minimalist or simplified design. That the best practice is to distillate and order elements in a way so that the target audiences can register, absorb and utilize the design with maximum efficiency and to a large degree this holds true, since we never actually remove necessary complexityread more