About me
I’m a freelance creative designer specialising in generative AI–integrated design, helping brands create visual identities that are distinctive, strategically clear, and built for adding value to businesses, not just to look good.
I blend traditional brand thinking with generative AI workflows to explore ideas faster, test directions earlier, and land on stronger creative outcomes. AI is a tool used deliberately to support decision making, visual exploration, using my own trained model which includes well tested case studies and data.
You work directly with me from start to finish. That keeps projects focused, collaborative, and efficient. When additional support is needed, I bring in trusted collaborators without the cost or complexity of a full agency setup.
My approach is driven by curiosity, experimentation, and a belief that the best ideas come from combining human judgement with intelligent systems, not replacing one with the other.
Outside of client work, I run AI design workshops, speak about generative-AI creativity, and quietly redesign football badges in the hope one ends up on a real kit one day.
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What I do best
Branding
Reading Zag and The Brand Gap by Marty Neumeier at Uni pulled me into the world of branding. But in the decade since, branding has changed. A lot. As Scott Galloway puts it, “The era of brand is over.” And in many ways, he could be right. Customers seem to care more about product, price and performance than polished slogans. But does that mean brand no longer matters? Not quite. If anything, the chaos around recent rebrands, from Jaguar to Pepsi shows that how a brand looks still sparks real reaction.
Visual identity still shapes perception, trust and recognition, even in a product-first world.
My job is to cut through the noise and help businesses build clear, confident brand identities that feel relevant and memorable, not just another logo in the feed, but something that actually means something and works for an intended purpose.
Concept to Campaign
From the first idea to the final execution, I shape campaigns that connect. I work closely with strategy teams to develop concepts rooted in real insight, then lead the creative rollout across every channel — digital, print, and everything in between.
Most recently, I led the visual direction for Ogi’s latest broadband campaign across Wales, delivering DOOH, email, and a full microsite experience. I translate a client’s needs into visuals that not only look great, but land with purpose.
AI Solutions
I use AI tools to explore innovative ideas and creative solutions through continuous experimentation. By combining AI with hands-on creative craft, I challenge conventional limits to produce unique outcomes and dynamic visual, pushing the boundaries of what’s possible.
Leveraging AI has allowed me to double my creative output without increasing time spent, proving its power as a force multiplier in the creative process.
I believe AI will become an integral part of creativity across many disciplines. With that in mind, I now also help others learn how to integrate AI tools into their own workflows, unlocking new capabilities across a wide range of skills.