I fret about doing a good job, where to focus, what to improve, how to get better at what I do, and this is what I have learnt along the way:

- Creativity grows the more you use it.
- Chasing ideas should feel like play.
- Curiosity fuels everything.
- Build trust through action, not noise.
- Your value isn’t just tied to your work.
- Trust your gut as well as your knowledge.
- Growth requires discomfort.
- Great teams run on trust, not just talent.
- Amazing work is never created alone.
- It’s important to show the value of design.

Question everything. Most rebrands fail before a designer ever opens a file, not because of how they look, but because of what’s missing underneath.

The three biggest reasons:

No clear reason for the change

- What’s no longer working?
- What needs to evolve?
- What does your audience need to know that they didn’t know a year ago?

Without clarity, the result feels cosmetic.

No internal alignment

If leadership, marketing, product, and design aren’t aligned, the brand won’t be either.

Jumping to visuals too early

Logos don’t fix positioning. Colours don’t fix messaging.

By the time visuals appear, the direction should already be obvious.

Having worked at the forefront of the industry for over 25 years I have experience in the following:

Brand Strategy
Research and Insight
Strategy and Positioning
Identity and Brand Systems
Brand Guidelines
Content Development Brand Experience
Logo & Identity Environments
Exhibition Design
Wayfinding
Signage Packaging Design Websites Social Media

Expertise

B2B
B2C
Retail
Pharma
Hospitality
Food & Beverages
Alcohol
Bath & Beauty
Transportation
e-commerce
Education
Government
Engineering
MedTech
Energy
Agriculture
Insurance
Telecommunication
Fashion
Real Estate

Sectors