Building brands people remember.

Strategy, identity and creative direction for ambitious brands and organisations.

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Selected Work

Six bottles and jars of Voodoo Spice seasoning and sauces on a wooden surface against a yellow background. The products include Chili Jam, Cajun Magic Seasoning, Cajun Fries Seasoning, Pineapple and Mango mild sauce, Chipotle and Lime medium sauce, and Habanero and Honey hot sauce.

Westmorland

Strengthening one of Britain's most distinctive hospitality brands through product, retail and storytelling.

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White T-shirt with a colorful forest adventure graphic and the text "GO EXPLORE NEW PATHS" against a yellow background.

Westmorland

Strengthening one of Britain's most distinctive hospitality brands through product, retail and storytelling.

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Man smiling and holding a dark blue t-shirt with a pink graphic of a baby's face and the text "FEEDING CHANGE ONE BITE AT A TIME". He is standing outside near a blue van with white graphics and text, with a brick building and large welcome sign in the background.

The Long Table

Building a family of brands centred around food, community and social impact.

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Interior of a waiting or conference room with a mural of large abstract leaves and a sun on the wall. Four chairs are in front of the mural, and a white desk or podium is in the center. The room has a window with sunlight and orange accents.

Grove View

Transforming a new healthcare hub through wayfinding, colour and visual storytelling.

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Three jars of honey with labels reading Black Bee Honey, featuring colorful text for different flavors: Summer Honey in blue, London Honey in pink, and British Heather in purple.

Black Bee Honey

Creating a premium identity inspired by provenance, craft
and nature.

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A colorful sign promoting vegetarian and vegan foods with illustrations of vegetables like a carrot, onion, broccoli, spinach, and peas. The sign features text such as 'Vegan for the Win,' 'Straight Up Veg,' and 'No Hidden Fruit.' It also advertises Babease organic baby food with a green logo and mentions it is suitable for babies, not baby food.

Babease

Helping a challenger food brand communicate with confidence and personality.

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Good brands work harder.

They create clarity, build recognition and change perception.

I combine strategic thinking with hands-on creative direction to build distinctive brands around what a business needs to achieve.

MY PROCESS

The right process depends on the challenge.

F.O.R.G.E. is your end-to-end approach for moving from business problem to strategic direction, identity and implementation.

BUILD
FOUNDATIONS

For businesses that need clarity, credibility and a distinctive identity without a long process.

GROW
SYSTEM

For established businesses that have outgrown their current brand and need a more complete system to support growth.

LEAD
TRANSFORM

For ambitious businesses preparing for significant growth, investment, expansion or repositioning.

Explore FORGE
Explore FORGE

Clients

A cartoonish drawing of a smiling face with two eyes and a halo above its head. The word 'innocent' is written below the face.
Levi's Vintage Clothing logo in white text on a black background.
Logo of John Lee Wills & Partners, a legal or professional services firm.
A simple line drawing of a child's face with a tear, representing health concerns, next to text that says 'Great Ormond Street Hospital Charity'.
Black and white logo of the word "Clarks" in cursive script with a small registered trademark symbol.
Three black panels with white letters, spelling 'B', 'B', and 'C' in large font.
Black background with a pattern of evenly spaced white dots forming a distorted shape.
V&A logo in black serif font on a white background

Brands come to life through every interaction.

A collage of various everyday items including a man holding a t-shirt with a pink design, posters on a wall, children's snack packages, a framed art poster, a jar of chili jam, a sliced tomato and chili peppers on a cutting board, a person carrying a tote bag with text, clothing and accessories, and jars of honey.

Tell me where you are, where you need to get to, and I'll recommend the right way forward.

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