Early on, I worked with small local businesses around Edinburgh. That’s where I learned to design with intent, not decoration.

Since then, I’ve led brand projects for startups finding their footing and companies ready to outgrow their old identity. My work usually sits at the intersection of strategy and visuals — naming, identity systems, campaigns, and digital direction.

I care less about trends and more about clarity. If something looks good but doesn’t say anything, I consider it unfinished.