Creative director
Brand, consumer and corporate communications with a specialism in sustainability. Agency and in-house.
I’m a creative. I develop ideas through strategy, narrative and design. I like to think, write, draw, make and create. For over 20 years I’ve built a track record of delivering work that works commercially because I’m analytical about briefs, audiences and business objectives. I take the time to understand what needs to happen. I develop the strategy and narrative that sits behind great work, then execute it visually. I know how to curate and direct good ideas – knowing when something's right, when it needs pushing and what is actually effective versus what just looks good. I’ve kept major clients for years because I understand their businesses, deliver on time and go the extra mile. I work hard, care deeply about the standard of what goes out the door and I’m genuinely invested in making creativity drive returns and see change in the world.
DCC Energy
Case study here
Brand positioning
Corporate comms
Brand strategy
Brand narrative
Creative direction
Website design
AI image generation
Client lead
Aberlour for Chivas Brothers
Case study here
Sustainability positioning
Creative strategy
Positioning
Messaging
Copywriting
Guess
Sustainability positioning
Visual identity
Copywriting
Sustainability report
Private investor
$1 Billion nature fund
Creative strategy
Creative direction
Positioning
Naming
Copywriting
Currys
Recycling initiative
Concept development
H&M
Sustainability event
Identity design
Creative direction
Logitech
LCA communications
Creative strategy
Naming
Identity design
Copywriting and messaging
Website design
Logitech
Case study here
Recycled plastics communications
Creative strategy
Creative direction
Naming
Social media campaign
McDonald’s
Sustainability positioning workshop
Workshop creative lead
Platform development
Naming + narratives
Ambition territories
Pampers
Recycling narrative
Naming
Copywriting
New Murabba
Sustainability report
Creative approach
Creative direction
Copywriting
Steve Madden
Sustainability positioning
Creative strategy
Sustainability report
Copywriting
Absolut
Sustainability report
Creative approach
Design
National Trust
Membership identity
Creative approach
Creative direction
Logo design
Publicis Groupe
Social impact identity
Creative approach
Creative direction
Jameson
Sustainability branding
Creative strategy
Creative direction
Copywriting
Hammerson
Case study here
Visual identity
Website design
Investor communications
Corporate reporting suite
Creative approach
Creative direction
Eventbrite
Brand voice
Creative approach
Copywriting
Chanel
Sustainability report
Creative approach
Design
DSM Firmenich
Brand positioning
Creative strategy
Creative direction
Brand narrative
Stakeholder propositions
Communications
Chivas Brothers
Comms pitch deck
Creative approach
Pitch approach
Pitch lead
Activation ideation
Salterbaxter
Social media content
Creative approach
Illustrations
Copywriting
Urban Outfitters Corporate
Sustainability positioning
Sustainability reporting
Salterbaxter
Positioning and rebrand
Concept board
Logitech
Sustainability reporting
Creative approach
Creative direction
Creative Director Salterbaxter
(Publicis Groupe) 2018 – 2026
I led the creative teams across branding, comms and reporting working directly with senior clients across Europe, the US and Middle East including Logitech, DCC Energy, McDonald's and Ford. Work spanned brand strategy and positioning, visual identity systems, consumer campaigns, corporate and sustainability comms, reporting and digital.
I grew accounts through client consultancy and partnership - starting with single projects and expanding into multi-year relationships. Logitech went from one brief to four years of ongoing work. DCC Energy evolved from a report job into a full rebrand with visual identity, positioning and website. I took the time to understand their businesses enough to shape the strategic direction and deliver effective communications.
I managed key clients and projects, led new business pitches and was part of the senior leadership team. I maintained high creative standards across everything we delivered.
AI in creative practice
Used in live client work, team process and new propositions. Set the AI image generation approach for the DCC Energy rebrand, built a prompt framework for the team's case study writing and developed an AI reporting proposition that tests how reports perform in LLMs.
What I do:
Creative direction and team leadership
Creative strategy and positioning
Branding and brand communications
Sustainability and corporate communications
AI in creative practice
New business and client development
— Creative Director Salterbaxter 2018 – 2026
— Freelance Creative Director 2016 – 2018
— Associate Creative Director Brandpie 2015 – 2016
— Head of International Design Eventbrite 2014 – 2015
— Creative Director 999 London 2009 – 2014
— 2014 999 awarded DBA 6th most effective agency
Earlier: Design Director at Turnbull Ripley and Head of Design
(in-house) at Andersen Media