I am a strategically driven Creative Director, working across Human Centred Brand, Visual Identity, Placemaking, UX, Digital Transformation, and Experiential projects. I am massively passionate about technology, and its ability to enhance human behaviours through connected brand experiences in both physical and digital environments.

During 2024 I was Creative Director of Brand, and Property & Place at Enigma, collaborating with clients Newcastle Permanent, Walsh Bay Arts Precinct, The Office of the 24 Hour Economy Commissioner, SXSW Sydney, The Chippendale Collective, Frasers Property, and UTS.

In 2016, I became Head of Brand & Connected Experiences, and a Business Director at Imagination Australia. It was an amazing role that fed my natural entrepreneurial spirit for developing and building new technology platforms that amplify brands across the connected experience space. 

In 2004, I moved to Sydney, and worked with global brand agency Landor, and over the next 10 years I founded three creative agencies, before joining Ogilvy and becoming co-founder and Managing Partner of Fabric.

In 2001, I joined global experience agency Imagination, working across London, Europe and New York. While working with architects and interior designers on large scale, experiential projects, I became obsessed with creating and amplifying brands that influence human behaviors, through rich interactions and memorable and connected experiences.

In 1997, I graduated from Central Saint Martins School of Art, and began working with Jonathan Ellery at Browns London. Through collaborations with Magnum photographers Martin Parr and Bruce Gilden, I became an award-winning Designer specialising in the creation of printed publications.