I'm a designer and design leader working across brand, creative and strategic design. Craft is embedded in how I work, from the first conversation to the final detail: the care, the intention and the small decisions that turn a good idea into one that is amplified.

Idea-led and strategy-driven, I build brand design systems and platforms where craft speeds the work up and takes the idea further. For over four years as Head of Craft at Thinkerbell, I led design and craft on brand, campaign and strategic projects for clients including Vegemite, XXXX, Jetstar, Dan Murphy's, BWS, BCF, GWM, Dare, Blundstone, Binge, and many more, and built the processes that keep a brand recognisably itself, at every touchpoint and at scale.

I do my best work where strategy and creative talk early, and everyone in the room is in absolute service of the idea and what the brand means.