— Brand as a system
of meaning.
Independent Brand Designer & Design Director working at the intersection of branding systems, products and experiences. Grounded in first principles — where form and function are inseparable, and every design decision is an argument for something.
A practice shaped across studios, agencies, startups and consultancies — leading projects from New York to Singapore and across Europe. Teaching Design Methodology and Systems Thinking on the DSPI Master at Politecnico di Milano. Member of Avansere, a collective of senior strategists, designers and entrepreneurs.
Based in London, working globally.
Concept drives everything. The form is only as strong as the idea it carries.
The work is done when nothing can be removed. Not minimal — resolved.
Not a skill. Not a style. The refusal to stop before the work is true.
Antler
Coca-Cola
Disney
Iberia
IKEA
Leica
Levi's
Microsoft
NatWest
NielsenIQ
PSG
Reef
Siemens
& more
Consumer Goods
Design & Architecture
Education
Entertainment
Finance
Hospitality
Lifestyle
Luxury
Sport
Startup
Sustainability
Technology
Telco
THINK
Drawing on research and intuition, I envision, articulate, and visualise the fundamental basis upon which a brand, product, or service can thrive.
Brand Audit
Brand Platforms
Brand Strategy
Brand Tone of Voice
Communication Strategy
Consultancy
Creative Direction
Design Strategy
Naming
Operations
DO
Designing and building the components that make up a brand or product experience, across every touchpoint.
Art Direction
Brand Design Systems
Brand Implementation
Branding
Creative Toolkits
Design Systems
Digital Product Design
Editorial Design
Motion Direction
Packaging Design
UX / UI
Web & Software Design