I create thoughtful identities, packaging, retail and environmental design that connects strategy with strong creative execution. I’m a brand designer and creative director with a background that spans agency, freelance, contract, and in-house roles across Canada and the UK. My work has always at the intersection of strategy and craft: shaping the bigger idea, system, or direction, then staying cl
ose enough to the details to make sure the work is cohesive. My experience spans visual identity, art direction, packaging, digital and retail experiences, environmental graphics, and creative team leadership. Most recently, I was Associate Creative Director at Article, where I helped lead day-to-day creative direction across a multidisciplinary in-house team, connecting brand, marketing, ecommerce, production, and execution. I don’t believe good design has a fixed ‘style’. The best work is appropriate, useful, well-made, and specific to the problem it needs to solve. That’s the thread through my work: clear thinking, strong craft, and creative direction that helps brands become more coherent, distinctive, and effective.
