I’m a seasoned Freelance Digital Designer and Art Director, well versed in UI, UX, AR, VR, Gaming & Experiential. 20 years of experience and 100’s of projects have given me a deep understanding of agencies, brands, clients and briefs. My approach is simple, it’s about building genuine connections with people. And from there sharing the creative journey, and developing elegant and engaging experiences.

I’m a naturally versatile creative, who’s at home in the ever-changing digital landscape. I’ve worked across dozens of sectors and media, and recognise the fundamental constants. I specifically enjoy projects focussed on strategy, concepting and production. I have an empathic approach to leadership, and appreciate roles where I can utilise my knowledge and experience to help shape early stages of projects.

Along side design I have always been involved in music, and building social event spaces. My life has generally centred around creative communities, with my freelance lifestyle giving space for these experiences and learnings. My physical approach to life extends to surfing, sailing and adventuring. And my eclectic passions have helped shape my broad skill-set, with a focus on peoples wellbeing.

MEDIA

Augmented Reality
Virtual Reality
Experiential
Gaming
App Design
Web design
Product Design
E-Learning
Branding
Iconography
Illustration
Print

PRINCIPLE PRODUCT DESIGNER FOR LARGE INTERNAL PLATFORMS AT MEDIACOM

Mar 2018 – Jul 2019 (1 year, 5 months)

For MediaCom I led the UI&UX on a range of their products, which included the LMS, Employee Mobility Platform and Performance Management System. The LMS was proven successful enough to be adopted throughout other OpCo’s and formed the visual language for future products.

I also drove an exploration mission to help inform the re-development of MediaCom's website. This was a scoping project which allowed our team to evaluate UI&UX options before briefing an external development agency.

As part of an online learning course by Mediacom, I designed and artworked five magazines. I worked closely with the content creator to develop a successful and enjoyable piece of learning.

LEAD UI UX DESIGNER FOR AR AT AMV BBDO (NATIONAL TRUST)

Jul 2019 – Sep 2019 (3 months)

Senior citizens got a once in a lifetime opportunity to step into a time machine! I led the UX to develop this AR experience by Smart Energy at National Trust sites across the UK. The candidates 'traveled' to 2050 where historic buildings were ravaged by storms and floods due to the climate crisis. The UX I developed gave them choices to see a brighter future if they made smarter energy choices today!

HEAD OF UI UX AT PLAYSTATION

Dec 2019 – Aug 2020 (9 months)

I had the honour of working as Head of UI/UX at PlayStation as paternity cover. During this time my role included Art Direction, Managing Creative, Biz-Dev, Budgeting and more. Plus the responsibility of liaising with Senior Management, Clients and 3rd Parties.

Creative workflow included numerous AAA PS5 titles, syncing across Motion, Sound and Brand. The focus was offering dynamic UI/UX concepts, and continuously pushing what was possible in the gaming world, and working with an amazing team of talented people!

Lots of change was in the air during this time! The PS5 was launched, opening a whole new creative and technical landscape. Plus covid hit, so we had the challenge of shifting from studio to WFH! After this contract, I was very happy to continue on at PlayStation as Freelance Lead UI.

RETURNAL
I worked as Head of UI/UX for half of this project and as Lead UI for the other half. Returnal was a long term project, working with Playstation to support Housemarque. I really enjoyed the opportunity to focus both on Art Direction, and design. We took the UI from concept stage to game, working on both the creative and implementation side. We focused on a very broad spectrum of areas including; HUD, UI, Map, Infographics, Weapons Systems, In-game UI, In-game 3D elements, Meta UI and Accessibility.

PRINCIPLE UI UX AT PLAYSTATION

Aug 2020 – Mar 2024 (3 years, 8 months)

I had the pleasure of working on tons of amazing AAA games and VR experiences at PlayStation. So thought I'd share a couple of my highlights to give you a feel for my time there!

HELLDIVERS 2
I lead this project, focusing on Art Direction, Production and Client Side. In addition, I was very hands-on with design work. Helldivers 2 was a long term project, working with Playstation to support Arrowhead. We worked on numerous aspects of the game including; HUD, UI, Map, Infographics, Motion, Accessibility and In-game Brand/UI/Models. The game had a strong satirical narrative, so a major aspect of the project was to create a set of interconnected in-world brands that unified the story line.

DESTRUCTION ALLSTARS
I worked on Destruction Allstars as Head of UI/UX at PlayStation, supporting Lucid Games. My role was centred around Art Direction of HUD/UI concepts and infographics. We developed motion concepts for the Menu UI, which then fed into Lucid’s workflow for build. We also focused on concepting and implementing key components of the HUD Lower-Third. We produced the game’s infographic language, inspired and created in sync with the game brand and characters.

SENIOR CONCEPT DESIGNER FOR EXPERIENTIAL AT IMAGINATION (EMIRATES)

Aug 2017 – Sep 2017 (2 months)

For Emirates we proposed a massive interactive building project for Dubai World Expo 2020. I was part of the concepting team and designed a number of its core elements. From a biometric juice bar, to a launcher, to design direction of the kite concepts. I also made sure the communication rolled out smoothly throughout all relevant channels.

SENIOR UI DESIGNER FOR GAMING AT SPOV (LEGO)

Oct 2017 – Nov 2017 (2 months)

For a Lego Batman game I created UI and HUD concepts inspired by investigation case files. From 'teleportation' to super powers, I worked on the icon development. The work was a balance of creativity, usability and roll-out.

ART DIRECTOR FOR PLAYGROUP MUSIC FESTIVAL

2010 – 2015 (5 years)

Playgroup was a wondrous experimental performance festival, that I supported for over 5 years. I did brand design, concepting, and researched and developed a new theme each year. The concepts were communicated on digital and physical channels. Being actively involved with the real experiences during the festival was the cherry on top.

SENIOR DESIGNER AT NUMEROUS LONDON CREATIVE AGENCIES

2014 – 2016 (2 years)

AGENCIES
• Havas Sports
• The Partners
• Digitas Health
• 90TEN Healthcare
• Weber Shandwick
• Smithfield Agency
• Howell Penny
• Vision Nine
• Tangerine
• Ten Alps

SECTORS
• Music
• Sports
• Healthcare
• Entertainment
• Government
• Education
• Fintech
• Tech

LEAD UI UX PRODUCT DESIGNER FOR EXPERIENTIAL AT PULSE (EMIRATES, TEAM GB)

Nov 2015 – Feb 2017 (1 year, 4 months)

Emirates launched an array of futuristic new services on their fleet. I was the head of UI&UX for this interactive project. The experiences I rolled out, included non-lineair VR videos, a live flight information wall as well as a range of other touch-points. The design was inspired by a mobius shape which reflected the design of the installation building structure.

I led the UI&UX of a Meeting Management System for Emirates. We built the system to handle booking locations, rooms and people. We developed an elegant system with regards to admin types, push notifications and paired down mobile functionality.

During the Olympics in London, team GB wanted to connect supporters in London with supporters in Rio de Janeiro through a digital concept. We used live social media feeds to share a mixture of content from the supporters and Olympic updates. The project included large format and mobile interactions.

LEAD DIGITAL DESIGNER FOR FINTECH AT PAYMENTSENSE

Feb 2017 – Jul 2017 (6 months)

For a Fintech company, I art directed and produced a range of explainer videos. We developed a clean house style, focusing on clear communication of their products and services.

I developed a clean set of infographics for Paymentsense to clearly communicate key messages. All infographics were designed to be fully scalable, and to work in either full colour, or as single colour outlines.

Designed a physical promo brochure, covering details of the company's products and services. As part of a larger campaign, I developed the over-arching brand, illustration and infographic style.

DIRECTOR OF CREATIVE AGENCY AT ANTJAM

2003 – 2006 (3 years)

I ran a small design studio in Coventry where I managed my own local clients, working within print, digital and brand communications.

MIDWEIGHT DESIGNER FOR DIGITAL, BRAND & PRINT AT NEO CREATIVE

2006 – 2010 (4 years)

As part of the creative team I worked on a broad range of 360° campaigns for positive organisations including Green Peace, Sight Savers International, The NHS and more!

SENIOR DESIGNER FOR EXPERIENTIAL AT DIGICAVE (BURBERRY, DISNEY, SCIENCE MUSEUM)

Apr 2012 – Oct 2012 (7 months)

I was called in primarily to art direct a couple of large projects whilst helping them prepare for the NAB show in Vegas. Digicave had developed a technology to capture photo quality 3D content via large photo arrays and complex algorithms. They coined the term Sculptural Photography. Clients included Burberry, Disney, James May and the London Science Museum.

SENIOR DESIGNER FOR E-LEARNING AT LUMESSE

2010 – 2014 (4 years)

I worked with the likes of Bupa, Lloyds Bank, Metro Bank, Rolls-Royce, Virgin and Vodafone on a range of responsive learning courses.