How I work
I build brands by understanding people — what catches their eye, what makes them feel something and, ultimately, what makes them connect.
My background has never fitted neatly into one box — and I think that’s one of my strengths. I’ve worked across creative, brand, marketing, PR and events, with hands-on experience in art direction, styling, shoot production and hair & make-up. I love the whole creative process: finding the idea, understanding who we’re talking to, shaping how it should look and feel, and then actually making it happen. Whether I’m developing a campaign, styling a shoot, working with talent or building a brand, I’m always thinking about the person on the other side of it. My experience spans fashion, beauty, lifestyle, visitor attractions and charity, from luxury collaborations and campaign shoots to events, rebrands and purpose-led marketing. I’m equally comfortable developing the bigger idea as I am getting stuck into the details needed to bring it together.
