Selfridges.
Tasked with extending this famous 111 year old department store into digital and new emerging touch points - implementing a new design vision and system to help make it future ready for the new era of retail.
BAFTA.
The BAFTA Awards is regarded as one of the world’s most prestigious awards ceremonies. I helped BAFTA modernise to showcase the charity as a global champion for craft by creating a new design system that refreshed their purpose. At the same time reimagining BAFTA Guru (the education focused sub brand).
McDonald’s Kiosk.
Standing up a new level of customer service with a self service ordering system. Technology innovation, consistent interaction and a new fluid intuitive design system rolled out on a global scale.
Nike.
From physical retail to digital design, conversation/AI design to identity - several years and numerous projects working with Nike.
Starbucks.
Created the world’s most regularly used payment and loyalty rewards app among major restaurant chains. The Starbuck’s mobile concept and design has become a benchmark for design thinking, UX and frictionless design. A service design tool that disrupted the retail landscape and now accounts for over 30% of Starbuck’s global revenue.
Wizarding World.
A direct-to-consumer service and publishing platform bringing together the worlds of Harry Potter, Fantastic Beasts and J.K. Rowling into one design ecosystem in partnership with Warner Bros.
Google.
For over a decade, I’ve helped shape some of Google’s most important products — from billion-user platforms to everyday design systems.
From reimagining iconic experiences to evolving their visual language and even influencing how they think internally, it’s been a partnership built on trust and shared ambition. Let’s just say I’ve played a role across many touchpoints — including, possibly, the browser you’re using right now (not that I’m meant to say that).
Tommy Hilfiger.
Disrupted by new retailers and fast fashion, the brand knew it had to take the leap towards reinvention and new definitions of relevance. I worked with the business on a new unexpected collaboration vision, design and identity for Tommy Hilfiger: a bold move for a brand set on reaching a new, younger audience.
Barclays Private.
I led a team to transform Barclays Private Bank’s brand and customer experience, refreshing its identity, tone of voice, and strategy. Our goal was to create a more personal and dynamic service brand that better reflects the unique needs of its clients and strengthens emotional connections across all touchpoints.
KLM.
A revamped brand to bring it forward without losing its history. Then a personalised airline experience through seemless design and technology which dramatically improved the joint carrier’s reputation.
Hublot.
Leading the brand transformation and move into eCommerce.
Through bold experiences, unapologetically innovative products and rich editorial content and campaigns, I led a unified brand experience transformation that translates Hublot’s ethos at every CX touchpoint.
Migros.
I worked with Swiss retailer Migros on a range of campaigns and retail design experiences, helping to bring fresh creative thinking to one of Europe’s most established supermarket brands. Work spanned brand storytelling, in-store experience and campaign development, tailored to connect with diverse regional audiences across DACH region.
Ermenegildo Zegna.
Launched a new approach for a luxury menswear brand by shifting from product-led messaging to human conversations. We built a global platform showcasing Zegna through the people who wear it — across generations and regions. Each market paired established and emerging voices who shared the brand’s values, bridging audiences old and new. Rolled out across social, advertising, content, digital and retail.
SKY.
I worked with BSKYB on a vast number of Sky services, channels and brands. From campaign advertising to new brand launches, I worked across its offerings to ensure the brand and its host of TV and communication products and services would be welcomed into people’s homes. Some of my work was even voted to be the UK’s favourite.
Chanel.
For Chanel I helped to create an immersion, multi-sensory exhibition though the origins and sources of inspiration of Chanel's creations capturing the charismatic personality and irreverent spirit of Gabrielle Chanel and Karl Lagarfeld.
Virgin Atlantic.
Helping to relaunch and maintain the Virgin Atlantic and Virgin Holidays brand via a new mobile first approach. Putting customers more in control through a new service design and editorial system.
SK II Beauty.
Refreshing the brand and its experience with a modern and innovative experience and campaigns across the globe to attract a new younger audience.
Jamie Oliver Alexa.
Powered by AI. The Jamie Oliver Skill offers the first voice-activated recipe service for the Amazon Echo. Designing for a voice-activated personal assistant, the utility provides hands-free inspiration to over 160 recipes.
Rolls-Royce.
Highlighted the discernment of Rolls-Royce to a global community by showcasing rich stories and inspiration through a refreshed brand and digital ecosystem. A story-rich platform attracted thousands of new visitors, and created a fitting home for a company synonymous with unparalleled craftsmanship.
Optus.
I helped launch the Optus telecom brand in Australia, introducing a bold new positioning and brand expression centred around the simple, affirmative line: “Yes.” This defining idea signalled a more open, customer-first approach and became the foundation of the brand’s identity. Over 30 years later, “Yes” remains a powerful and enduring expression of Optus’ promise to its customers.
Olympics.
I’ve been luck enough to have worked on two Olympics. First Sydney as a young creative creating the core brand traditional work and then years later on the London games.