About me.

I’m a Creative Director with 12 years of experience in brand, packaging, advertising and experiential across FMCG, energy and fashion. Including working with brands like Coca-Cola, Carlsberg and Clarks Shoes. Passionate about building powerful brand worlds, campaigns and comms that make a difference.


Currently leading and building the design team at OVO. 

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Career

Sep 2022 - Present

OVO
Creative Director
& Design Lead

I am responsible for:

  • Developing the creative direction of the brand

  • Leading and inspiring the design team, providing creative direction and encouraging them to create brilliant work across brand and the full spectrum of the marketing funnel. From brand and advertising briefs that require a more conceptual approach through to performance marketing and BAU comms

  • Building strong connections across Creative Studio, the wider Brand and Marketing team and with key stakeholders across the business

  • Art directing lifestyle photoshoots and collaborating with production teams

  • Directing content for both internal and external use

  • Managing freelance resource and production partners

  • Triaging briefs and working with our traffic manager to assign resource

  • Mentoring and development of the design team

Notable achievements:

  • Playing a key role in OVO’s global rebrand and leading the team in it’s roll out

  • Leading art direction for key shoots across Energy, Solar, EVs and Home Services

  • Bringing the brand to life at Grand Designs Live attracting a record number of visitors to our stand

  • Developing an internal content studio and directing our ‘Winter Support Series’ internal training videos - so that our front line staff were able to offer better support to customers through winter 2022 and the cost of living crisis

  • Getting people across Cardiff and Glasgow riding OVO Bikes with the Spring 2023 OOH campaign

  • Launching our Solar proposition with bespoke comms and premium DM

  • Showcasing our EV Chargers and Charge Anytime add-on at EV Live ‘The Electric Vehicle Event of the year’

Jun 2019 - Sep 2022

FreshStudio
Creative Director

FreshStudio is an independent design and 3D moving image company founded by my partner and I. We have 20+ years of combined experience in design, direction and motion graphics and have helped clients with end-to-end creative and production.

As Creative Director I was responsible for:

  • Pitching and presentations

  • Ways of working and how we scale our team

  • Project management 

  • Strategic creative thinking - brand creation, defining propositions and structuring product portfolios

  • Creative direction and art direction across design and 3D moving image (CGI)

  • Leading and inspiring the creative team

Jun 2018 - Sep 2022

Freelance Senior Designer /
Freelance Senior Art Director

Freelancing for Creative Agencies across the UK.

I was responsible for:

  • Creative concepts across brand, packaging, advertising, experiential and more

  • Strategic creative thinking and restructuring product portfolios

  • Art direction with a focus on product photography

  • Presentations and pitches to key clients

  • Design development and owning/leading on larger projects end-to-end

Notable achievements:

  • Coca-Cola Star Wars limited edition packaging

  • Nutrilon redesign, creating range architecture and clear navigation whilst reframing it’s positioning of scientific excellence in a more natural way

  • Several big pitch wins

  • Portfolio architecture and redesign of Aldi Fishmonger brand

  • New art direction for Aldi on-pack Food Photography and cameos

Clients:

Coca-Cola, Diet Coke, Sprite, Fuze Tea, Honest T, Smart Water, Nesquik, Pukka, Yazoo, Mondelez, Quorn, Aussie Hair, Dove, Axe, Oral B, Love Beauty and Planet, Kelloggs, Adli, Pringles, Nutrilon (Aptemil), Cadbury’s

Nov 2017 - Nov 2018

Clarks
Group Creative Lead

I was responsible for:

  • Creative concepts for Clarks Kids brand and seasonal ad campaigns (ATL and BTL), as well as brand collaborations with Marvel, Disney and Nat Geo

  • Working closely with the Marketing Team on product propositions and the Channel Team to plan campaigns and activations

  • Collaborating with external agencies and production partners to bring projects to life

  • Managing and mentoring the creative team

  • Overseeing the large-scale roll-out of creative across multiple channels and formats

  • Working in partnership with the Visual Merchandising team to create concepts for windows and instore graphics

  • Generating ideas for content to highlight product RTBs or to raise brand awareness, including creative direction of the content itself

Jul 2015 - Nov 2017

Taxi Studio
Creative

Specialising in on and off-pack visual identity systems for FMCG brands.

I was responsible for:

  • Creative concepts for on and off-pack visual identity systems

  • Strategic creative thinking and restructuring product portfolios

  • Presentations to key clients

  • Design development and owning/leading on larger projects end-to-end

  • Inspiring the creative team

  • Managing the intern program

Notable achievements:

  • Multi-award-winning design for Carlsberg Kobenhaven Collection

  • Minute Maid - creation of a new design system rolled out across over 1000+ SKUs and winner of Canadian Packaging Awards

  • Interactive online guidelines for Minute Maid to support markets through the rollout. Coca-Cola then implemented this approach across all of its other brands.


Clients:

Coca-Cola, Minute Maid, Peace Tea, Nestle, Carlsberg, Siam Winery

May 2013 - Jul 2015

Robson Dowry
Designer

Specialising in packaging design. Working on a range of projects from brand creation through to creation of final artwork for clients such as Accolade Wines, Diageo, William Grant & Sons, Felix Solis and some smaller boutique clients. Other projects have included 3D structural design concepts, trade stands, POS, presentations, magazines and annual reports.