Overview
A comprehensive design system created for AstraZeneca’s rare disease division, streamlining digital output across multiple brands and global agencies.

Challenge
Fragmented tools, inconsistent branding, and slow development cycles across dozens of digital platforms made design governance nearly impossible.

Solution
Led the development of the Alexion Web Toolkit in Figma, including component libraries, documentation, and onboarding for 10+ agencies. Maintained file structure and supported ongoing training and iteration.

Results
The toolkit now powers hundreds of websites, significantly reducing design and dev time while improving consistency across the Alexion ecosystem.

PM Society Digital Awards 2023 Gold Winner – Patient Programmes.

Overview
A patient-focused platform designed to explain CTCL, a rare form of blood cancer, in a way that was clear, approachable, and clinically accurate. Delivered in partnership with a cross-functional team for global biopharma company Kyowa Kirin.

Challenge
CTCL is a complex, often misunderstood condition. Patients needed a resource that could simplify medical information without feeling overwhelming, so clarity and sensitivity were crucial, all within strict healthcare compliance constraints.

Solution
I led the design of the full digital experience, from initial brand identity and storyboards through to responsive layouts and print materials. Working closely with a creative director and medical stakeholders, I developed a tone and visual system that balanced empathy with clarity.

Results
The project received glowing feedback from both patients and healthcare professionals. It went on to win Gold at the 2023 PM Society Digital Awards in the Patient Programmes category, validating the success of our human-centred approach.

Overview
Pfizer needed a digital presence for their mRNA research — a space to educate and inform in a way that felt clear, compelling, and compliant.

Challenge
The content was complex and technical, and had to live within an existing brand system while still feeling fresh and accessible.

Solution
I led UI/UX design and system alignment, partnering with stakeholders and cross-functional teams to create an experience that simplified the science without losing depth.

Results
The platform became a reference point within Pfizer for successfully navigating brand rules while delivering high-quality digital storytelling.

Overview
A mobile-first, WCAG-compliant website designed to support GSK’s launch of ZEJULA, a treatment for ovarian cancer.

Challenge
The site had to meet strict accessibility and regulatory guidelines while remaining engaging and easy to navigate for healthcare professionals.

Solution
I led UX and visual design, creating iconography, animated banners, and responsive layouts. Collaborated closely with the GSK team to ensure compliance and clarity throughout.

Results
The site launched successfully, received positive client feedback, and supported the drug’s rollout with a clear, compliant user experience.

Data Opportunity
We tracked site engagement metrics (clicks, time on page, bounce rates) and ran usability test with medical professionals to validate accessibility and clarity.

Overview
A full brand refresh for SWIFT’s Professional Services division, establishing a distinctive identity within the broader SWIFT ecosystem.

Challenge
The division lacked a cohesive visual identity, making it difficult to distinguish services or communicate value across customer touchpoints.

Solution
I developed a bold, flexible visual system including a new branding mark, a comprehensive brand book, and rollout assets for presentations, documents, and events. The identity drew inspiration from SWIFT’s core brand but added clarity and elevation.

Results
The new identity was adopted across all major communications channels and received strong internal feedback for making the division’s offering more visible and consistent.

Data Opportunity
To strengthen this case I recommend post-launch stakeholder interviews and a brand recall survey with customers to assess clarity and recognition. Comparing pre- and post-rebrand engagement with digital materials would also highlight effectiveness.

As a fun side project I spent time playing around with Midjourney style referencing to produce some surreal imagery that appears rendered.

These explorations gave me the tools and the confidence to use Midjourney in pitch, presentation and concept generation for a number of clients.

Overview
A high-impact product photography campaign showcasing the durability of JCB’s rugged mobile phone, the Tradesman Two.

Challenge
JCB wanted to visually communicate extreme toughness — impact-proof, waterproof, and dust proof, through a bold, visually arresting campaign.

Solution
I developed the creative concept, led the photography shoot, and directed high-speed product imaging using Broncolor studio lights. I combined multiple captures into dynamic composite images using Photoshop.

Results
The images formed the centrepiece of the product launch campaign. Internal and external stakeholders praised the visuals for bringing the brand's durability message to life.

Overview
Designed a suite of social media assets and a hero event poster to promote SWIFT’s presence at the global Sibos conference.

Challenge
Stand out in a visually crowded event space while staying within strict brand guidelines and creating assets adaptable for both digital and print.

Solution
Produced a cohesive set of social posts and a conference poster using SWIFT’s brand system, optimised for multiple formats and channels. Balanced consistency with variety to maintain engagement across touchpoints.

Results
Delivered a unified visual presence that boosted SWIFT’s event visibility and engagement across on-site and online channels.

Overview
A studio photography series capturing Ted Baker’s new audio product range, including headphones and portable speakers, for use across lifestyle and editorial marketing.

Challenge
The products needed to be presented as premium, fashion-forward tech — aligning with Ted Baker’s brand aesthetic while also highlighting key product features.

Solution
I led the shoot and post-production, photographing each product with controlled lighting setups. I then composited and enhanced the imagery, creating polished visuals tailored for large format printing and digital media.

Results
The final images were featured in prominent publications such as Shortlist and Stylist, successfully supporting the brand’s crossover into tech and lifestyle marketing.

Data Opportunity
Tracked engagement metrics (e.g., publication reach, social performance) and product lift during campaign period.

Overview
A high-impact beauty campaign for Boots, designed to be displayed in-store at large format across national retail spaces.

Challenge
Create striking, dynamic visuals of beauty and hair products that would immediately catch the eye within busy store environments.

Solution
I developed the creative concept of suspended, “falling” products to convey motion and energy. Collaborated with Jody Todd at Condé Nast for the shoot to create seamless, elegant floating arrangements.

Results
The images were printed large scale and featured prominently in Boots retail locations, reinforcing the brand’s style credentials and drawing attention to featured products.

Overview
A limited-edition burger box design for McDonald’s in collaboration with fashion designer Julien MacDonald.

Challenge
Translate Julien’s intricate and luxurious aesthetic into a mass-producible box that stayed faithful to his design vision while being functional and print-ready.

Solution
I art-worked Julien’s concept, adapting the design into a technically feasible, high-fidelity print format. Every detail was reviewed for accuracy, finish and production quality.

Results
1,000 boxes were produced and distributed at exclusive McDonald’s events in the UK. The box was featured in press coverage raising awareness of the Signature Collection burger.

Overview
A playful and technical twist on social media content, using Twitter’s image-rendering quirks to create interactive “click to reveal” posts.

Challenge
Find a way to add interactivity and surprise to static Twitter images within platform constraints.

Solution
I used transparency layering tricks within image files to exploit how Twitter renders previews, allowing a second image to be revealed only when clicked.

Results
The campaign added novelty and received positive engagement on Twitter. It helped Carling stand out in users' timelines through unexpected behaviour.

Overview
A year-round series of seasonal and brand-led social media images for Carling’s digital channels.

Challenge
Build atmospheric, brand-consistent photography that could capture a sense of place and time without relying on stock imagery.

Solution
I directed the creative — selecting locations, casting and directing models, and capturing photography that aligned with the Carling lifestyle. Each image was tailored to seasonal moments like summer barbecues or winter nights in.

Results
Carling gained a distinctive, authentic visual tone across its social presence, reinforcing brand identity and increasing consistency.

Overview
A bespoke invitation experience designed for Boots No7 to launch its Lift & Luminate Triple Action Serum at high-profile events in the UK and Ireland.

Challenge
Create an invitation that would surprise and delight — elevating the event experience and echoing the elegance of ballet, hosted by Alessandra Ferri.

Solution
I designed a ballerina box mailer. When opened, a light sensor triggered music and rotated a ballerina figure. The invite card, foil-blocked and inset, completed the high-end aesthetic.

Results
The mailer made a memorable impression, helping set the tone for an elevated event experience. It was widely praised by recipients and internal stakeholders.

Overview
A light-hearted internal campaign to support Red Consultancy’s pitch to Lego, designed to reflect the brand’s playful, imaginative spirit.

Challenge
Introduce the agency team in a way that mirrored Lego’s tone of voice and ethos — creativity, curiosity, and fun.

Solution
I photographed Lego minifigures posed around the office and local streets, matching team personalities to scenes. The photos were then composited into humorous, context-rich visuals for the pitch.

Results
The creative approach helped the team connect with Lego on their level and added warmth and memorability to the proposal.

Overview
A set of custom trading cards designed for Rackspace during the Club World Cup, showcasing their technical team and celebrating individual expertise.

Challenge
Create an engaging, accessible format to explain complex technical roles while positioning Rackspace as a team of elite, passionate problem-solvers.

Solution
I designed a series of visually bold trump cards, each highlighting a Rackspace team member’s skills, personality, and contributions. The playful format made the abstract relatable.

Results
Cards were well received internally and externally, used at events to engage clients and demonstrate the human face of technical excellence.

Overview
An A2 litho-print poster for Bart Spices, arranging herbs and spices by flavor intensity in a “periodic table” layout.

Challenge
Make a wall‑worthy graphic that was both informative and visually engaging, marrying scientific structure with culinary flair.

Solution
I shot each spice individually, then designed and composited the poster in Photoshop and InDesign, using clear typography and colour‑coding to denote intensity scales.

Results
The poster attracted positive feedback from retail partners and was used in marketing collateral.

Overview
A suite of platform‑specific social graphics for Aldi on Twitter and Facebook, showcasing seasonal offers and brand messaging.

Challenge
Drive engagement on competitive social feeds with limited visual assets and tight turnaround times.

Solution
I developed a flexible template system in Photoshop and After Effects, enabling rapid creation of cohesive posts that could be adapted to promotions, holidays, and product highlights.

Results
Aldi maintained a consistent look across social channels and improved post frequency without compromising quality.

Overview
Branding and packaging design for a one‑off Big Mac sauce gun and collectible capsule, auctioned for charity.

Challenge
Promote the auctioning off the 740ml bottle of Big Mac sauce - the only one available in the UK – to raise money for charity. Shift the perception of a ubiquitous product condiment into an exclusive, charity‑driven collectible.

Solution
I designed the presentation box wrap and branded capsule, using bold graphics and premium finishes to frame the sauce gun as a high‑value object.

Results
After a two-week bidding frenzy, a bottle of McDonald's Big Mac sauce has sold for a whopping £69.5K; generated extensive PR and supported McDonald’s charity goals.

Overview
A dynamic book layout for a master’s thesis project titled Architectures of Chance, marrying text and imagery in an engaging format.

Challenge
Present dense academic content in a visually stimulating way without compromising readability.

Solution
I extracted key quotes, curated images, and structured the layout in InDesign with varied grids, pull quotes, and image‑text interplay to maintain flow.

Results
The final book was praised by the student and faculty for its readability and design sophistication.

Overview
A set of bespoke icons created for an internal training document at Red Consultancy, clarifying key learning modules.

Challenge
Make abstract training concepts instantly understandable and engaging through simple visuals.

Solution
I designed a coherent icon family in Illustrator, using a consistent look and feel and metaphorical imagery to represent topics like Leadership, Compliance, and Innovation.

Results
The icons improved the document’s clarity and were later adopted across other internal communications.

Overview
An infographic mailer celebrating the launch of Coca‑Cola’s new pocket‑size bottle, designed to educate and excite.

Challenge
Communicate product features and usage context in a compact, print format suitable for marketing distribution.

Solution
I crafted a one‑page infographic layout in Illustrator, combining custom icons, stats, and illustrations, then managed print production turnaround.

Results
The mailer supported launch events and provided a clear, branded educational tool for partners and press.

Overview
Packaging and leaflet design for Robinsons’ Fruit Drop campaign, promoting hydration through themed crates of squash.

Challenge
Convey the natural, fun qualities of the product and illustrate that once diluted, the amount of squash in one crate equates to a recommended month’s water intake.

Solution
I designed crate packaging with bright fruit illustrations, and a matching leaflet explaining hydration facts. Worked with suppliers to ensure print quality and budget compliance.

Results
The campaign drove visibility at retail and sparked social media interest around the hydration message.

Overview
Monochromatic business card design for SG Architecture, incorporating a new logo and typefaces Brown and DIN.

Challenge
Create a distinctive yet versatile card that reflected the firm’s modern, minimalist ethos.

Solution
I designed the SG logo, then laid out cards using Brown for headlines and DIN for contact details, ensuring readability and brand coherence.

Results
Cards were well received by the client and became the basis for further stationery and branding materials.

Overview
A set of motion‑graphic GIFs for Activision to promote live celebrity CoD Infinite Warfare streams.

Challenge
Create visually compelling teasers under tight deadlines and technical constraints of social platforms.

Solution
I built layered animations in After Effects, exported optimized GIFs, and integrated branding elements to ensure clarity.

Results
Social reach increased, and live streams saw higher than expected initial view counts.