I blend strategy with visual storytelling and identity - helping small brands define who they are through creative direction, campaign concepts and imagery.
I don’t just see brands creatively; I think about them strategically.
I don’t just think about brands strategically; I see them creatively.
I’ve held a 15-year career in brand and marketing for household names including John Lewis, B&Q, EE, Virgin Media and HSBC, leading major campaigns and shaping how brands show up in the world - shaping everything from iPhone launches to Christmas at John Lewis. I’m commercially trained (First Class Hons BA in Marketing, CIM Level 6, Marketing Week Mini MBA) and deeply familiar with how brands make decisions, grow, and show up in the world.
Alongside that, I’ve built a strong visual practice as a photographer - one that shapes how I understand mood, storytelling, culture, and the emotional impact of imagery.
That dual lens is the foundation of my offering: helping smaller brands move from idea to image, from strategy to story, developing an identity that makes sense creatively and commercially.
For emerging fashion, beauty and lifestyle brands who need clarity, cohesion and direction. I help you define who you are, what you stand for, and how you should show up visually. This includes brand positioning, tone of voice cues, audience clarity, aesthetic foundations, and a tailored visual direction deck — giving you the confidence and coherence of a bigger brand, without the agency overheads.
For product drops, seasonal moments or relaunches that need more than just a shoot. I build the creative universe around your campaign — the mood, the story, the tone, the look & feel.
Expect concept development, moodboards, reference worlds, copy inspiration and a campaign narrative that feels culturally aware, distinct and true to your brand
From idea to execution, I develop, direct and deliver the imagery that brings your brand to life.
Whether I’m behind the camera or directing a team, I handle the concept, casting, shotlist, styling direction and final creative — producing images with energy, personality and intention. Perfect for lookbooks, homepage visuals, editorial stories and social-first campaigns
A fast but transformative review of your brand’s visual presence. I assess your Instagram, website imagery, tone of voice and aesthetic cohesion - identifying what’s working, what’s not, and what needs elevating.
You’ll receive a clear, practical set of visual and strategic recommendations, plus inspiration boards to guide your next steps.
For brands that need consistent creative leadership without hiring in-house. I act as your fractional brand and creative partner - supporting campaigns, content planning, visual direction and ongoing brand refinement. This gives you continuity, clarity and creative momentum across the year.