About
Creative leadership that lifts. For 25 years I have raised the performance of teams, work and results across brand, interiors, digital, campaigns, packaging, content and product. I combine clear strategy, creative excellence and commercial acumen to deliver work that connects with audiences and drives growth. Known for building high-performing teams, elevating creative standards and leading with energy and empathy, I create the conditions for originality and growth to thrive. My signature approach, Lift, focuses on the levers that matter most: people, the work, the brief, brand, client relationships and revenue. By mastering these levers I help businesses shift from tactical delivery to brand-led creative that resonates culturally, connects emotionally and performs commercially. I have repositioned studios, reframed strategies, built lasting partnerships and delivered award-winning work for brands including Nike, Apple, TK Maxx, Hilton and Pret A Manger. Achievements include raising client retention from 25% to 65%, expanding fashion revenues from £600k to £1.9m, and driving over 40% year-on-year growth. I believe the best creative work should be meaningful and memorable, carrying substance, soul and style.
Core Strengths
01. Imaginative and emotionally intelligent creative leader with a record of shaping brands that connect and perform 02. Strategic and audience-focused, evolving brands with purpose while protecting distinctiveness 03. Confident, collaborative and compassionate, building high-performing teams and lifting creative standards 04. Clear communicator and trusted partner, presenting with conviction, mentoring with empathy and building lasting client relationships 05. Multidisciplinary by craft and practice, spanning brand, interiors, digital, campaigns, packaging, content, film and product 06. Commercially sharp, experienced in repositioning studios, reframing offers and unlocking growth 07. Culturally attuned, drawing on deep knowledge of fashion, lifestyle and contemporary culture to keep brands relevant
& Create
Founder/Creative Director
2015 — 2025
London - Istanbul
Founded a remote-first studio years ahead of the industry shift to flexible working. Built an inclusive model that gave diverse talent a platform to deliver world-class creative. Secured long-term partnerships with Belstaff, Sofitel, Hilton and Supreme. Directed brand, interior, campaign and packaging projects that lifted visibility, expanded briefs and improved market positioning.
Wildfire
Executive Creative Director (Consultant)
2025 — 2025
London
Partnered with the CEO to reposition a specialist studio towards a brand-led, culturally connected future. Reframed vision, strategy and values, and lifted the ambition and quality of work delivered across hospitality, UX and lifestyle. Shifted the business from tactical delivery to brand-led experience, opening higher-value briefs and long-term growth opportunities.
Decon
Creative Director (Consultant)
2024 — 2025
London - New York - Dubai
Established a design capability inside a global consultancy, repositioning the business from technical delivery to strategic brand partner. Led a full rebrand, built a permanent team and introduced scalable systems that raised standards. Directed projects for Ottolenghi, Garmin, Jessica McCormack and Pret A Manger, broadening reach across F&B, wellness, retail and hospitality.
The One Off
Executive Creative Director
2022 — 2024
Derbyshire - London - Mumbai
Creative lead for a 17-strong multidisciplinary team across interiors, brand and digital. Grew fashion revenues from £600k to £1.9m through stronger direction and deeper client relationships. Secured and expanded major accounts including TK Maxx. Directed flagship projects for Nike, Puma, Sports Direct, George and Speedo. Introduced new campaign processes and reorganised teams, raising standards and building a culture of originality and collaboration.
Caulder Moore
Board Level Director
2011 — 2015
London
Board-level leader of a 14-strong team during a period of growth and transition. Lifted client retention from 25% to 65% in the first year, while expanding 92% of projects in scope and fees, driving 42% year-on-year revenue growth. Strengthened reputation in fashion, F&B and retail with partnerships including Sweaty Betty, Orlebar Brown, Chipotle, Fitness First and Paris Gallery.
Addition Experience / Advisory / Teaching
Regular Guest Lecturer at the University of West London on identity, subcultures and design. Non-Executive Director at The Urdang Academy, advising on brand and marketing. Mentor to emerging talent, co-author of a forthcoming book on creative intelligence, and frequent guest on industry podcasts. Earlier ventures include award-winning film and illustration, a partnership in a 12-strong restaurant group, and co-founding Get Lost Run Club.
Early Career
Built a foundation in multidisciplinary design across award-winning studios and in-house roles. Directed brand, retail, cultural and lifestyle projects internationally across the UK, Europe, Asia, Africa and the Middle East. Secured and grew clients including Apple, TK Maxx, Halifax, the Royal Opera House and the Natural History Museum. Delivered flagship projects such as the Roman Baths Museum, increasing retail takings by 40%, and Tesco Homeplus, which rolled out nationally after strong results. Earlier experience included work for Ford, Harvey Nichols, Galeries Lafayette and Coca-Cola, alongside shaping flagship retail environments for Harrods and Topshop/Topman. Developed a reputation for creative originality, commercial impact and global delivery at scale
Awards & Recognitions
D&AD Award Winner and Awarded Member. Recognised in DBA Design Effectiveness Awards, World Interiors News Awards, Retail Week Awards, RED Awards, International Design Awards and Restaurant & Bar Awards. Work published in Monocle, Wallpaper, The Evening Standard, Homes & Garden, Elle Decoration, The Times, The Guardian, Frame and the Louis Vuitton World Travel Guide.