Hello! I'm a Creative Lead based in Scotland, working across design, strategy and direction to build meaningful, audience-first campaigns. I’ve worked as a Graphic Designer and Photographer, in amongst freelance roles as a UX/UI Designer, Book Designer and Brand Designer – building a broad creative foundation across disciplines and platforms.

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At the core of everything I do is thoughtful, strategic storytelling. I enjoy unpicking complex briefs. My approach is equal parts strategic and intuitive, always focused on conceptual design thinking and narrative. 

 

What remains consistent in all of my differing roles is my commitment to craft. I don’t have a fixed creative style – I let the brief and audience dictate the tone, medium and execution. But my approach is always thorough and considered. I guide ideas, build visual language and collaborate closely with marketing, production and commerce teams and liaise with external agencies. I currently lead a creative team and oversee creative output business-wide, making sure every detail ladders back to the original intent and brand perception. 

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Currently, I lead campaigns from the ground up: building out concepts, moodboards, storyboards; directing shoots on set; overseeing styling and briefing makeup artists; editing and production; preparing final assets for digital, social, OOH and print. 

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I have a MSc in Publishing and a BSc (Hons) in Communication Design. I formally trained in UX/UI in 2022, having picked it up along the way, and continue to evolve my practice through new tools and disciplines. 

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In my free time, I design books for publishers and self-publishing authors – a different type of creative outlet that keeps me connected to storytelling, structure and design craft.

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