Like many pugs, she had wonderfully chunky neck rolls, so every collar I bought rubbed and became uncomfortable to wear for long periods. After she escaped into a neighbour's garden without her ID tag (because I'd removed her collar for comfort), I realised good design wasn't just about aesthetics, it was about understanding the user. So I designed her a soft velour collar with a reinforced hole for tags, making it comfortable enough to wear at home without compromising her safety.

That idea still shapes the way I work today. I believe the strongest design starts with empathy – understanding the audience, their needs and how they experience the world. Whether I'm developing a product, art directing a campaign or shaping a brand experience, I love translating ideas into work that not only looks beautiful, but feels considered, communicates value and genuinely connects with the people it's designed for.

Over the past 11 years, I've worked across product development, design and art direction for premium lifestyle brands, bringing together strategy, storytelling and execution to create cohesive customer experiences from concept through to launch.

Outside of work, you'll usually find me on the yoga mat, exploring the coastline with a dog in tow or taking inspiration from antiques and their thoughtful details.

If you're developing a new collection, refreshing your brand or looking for creative support from concept to launch, let’s work together.