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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.


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.

Boreas Branding

BOREAS is a Scandinavian insurance startup that uses cutting-edge technology to streamline the process of purchasing insurance.
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

Cult And Bloom is an upmarket salon with close ties to botanical and environmental themes.
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

After Win Technologies acquired the Betway in 2014 it under went an extensive re-brand and it was my responsibility to develop a design system for the brand. The challenge was to create system and methodology to be used by in house design teams to create marketing assets across all mediums while maintaining a consistent and cohesive brand narrative. Under my direction we created a set of rules, a library of assets and a processes which we implemented in a little over 3 months. We later moved this online with the use of a DAM using Byndar as the frame work which allowed us to reuse and re-purpose assets much faster by enabling a degree of self service for marketing managers. To view the document please click
TV super advert

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Betway Twitch In-Stream Video Ad.

Advert broadcast over Twitch streaming service during sponsored esports tournaments.

Betway Premiere League Campaign

To drive player engagement and betting on Premier League games we were briefed in to create a direct mail campaign offering a £250 free bet on valid matches. We created a tongue and cheek visual pun the increased odd of scoring through a slide out flyer that enlarged the goals to somewhat ridiculous proportions.

Betway Man Vs Machine

Social media and blog based campaign based upon Mike Tindall's advice vs machine based statistical analysis.

BETWAY: Know The Score

Developed to promote the Betway brand at the then newly relocated West Ham football team to the re-purposed Olympic Stadium and to capture data to build our marketing database. Know The Score added an additional level of engagement for fans with the prospect of winning a jackpot and free bets when attending home games. The game was presented in a kiosk on specially prepared android tablet devices in the Stadiums main concourse. Part of the challenge with designing the assets for this was the fact that football jerseys are copyright protected so we had to crate elements for the interface as well as jersey icons which implied the teams without actually infringing upon them.

Cheltenham Campaign

A multi-channel campaign, encompassing press, digital, experiential and direct mail.
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.

Betway VIP

Betway VIP gamified promotion.
Leaderboard based gamification for VIP clients.
Customer Journey development, art direction, design lead.

Palace Group VIP Travel Pack

Palace Group travel package containing brochure & itinerary for VIP clients.

Hippodrome Direct Mail Campaign

Glossy A5 flyer promoting the hippodrome casino sent to members of the physical casino.
brand design

Maildoc Brand Identity

Branding for The Direct Mail company The Maildoc.
Logo, style guide and stationary

Light Asylum Shallow Tears 12 inch design

Internationally released vinyl 12" single For Light Asylums-Shallow Tears
Digital photo montage created with Adobe Photoshop, Typograpy and layout in InDesign.

Illustration for BlackMoon1348

Logo for, U.K. band Blackmoon1348
A3 pen and ink Illustration.

Stockholm Album

CD Album Artwork and Layout,
Photography, Photo-editing and digital manipulation using photoshop, typography and layout in InDesign.

Terry Gilliam's The Wholly Family Digital Release Campaign

The Wholly Family is a 2011 Italian short fantasy film written and directed by Terry Gilliam.
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 leader board mechanism has become a staple of the gaming industry (somethingI introduced at Win Technologies). At Funfair I created a storyline that played on the “To The Moon” catch phrase popular within the crypto community as well as appealing to the communities appreciation for SpaceX and Elon Musk to create a racing game that pitted players against each other.



The Hitch Hiker’s Guide to the Galaxy Interactive T.V. Advert

Before the rise in popularty in of smart phones thanks to 3G connectivity becoming more affordable interactive T.V. adverts were used for a brief period to engage consumers on mass media. Design challenges included low resolution display possibly viewed at a longish distance, very simple navigation via remote control and video was on perpetual loop rather than served up on demand.

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