Advertising & Design

I started out in boutique design agencies, then moved on to two of the best-known names in the business: WCRS, one of London's biggest ad agencies, and Huge, a global digital design agency. Over twelve years I worked across most sectors, including food and drink, fast-moving consumer goods, luxury, automotive and high street finance.

That meant global brands. I designed global websites, including one for Knorr, and worked across a range of Unilever brands. It also meant TV, radio, social and big integrated campaigns for names like Santander, E.ON, Green Flag, Boots, Anchor, Now TV, South Western Railway, Privilege and 118 118.

• Group art director and brand guardian for Santander UK

• Award-winning campaign for Pride in London

• Design awards for Duchenne UK

A lot of what I did for many years was coming up with the idea: an interesting, sticky, memorable way of getting a brand into people's heads. Sometimes that was a visual you couldn't forget, sometimes it was something funny. Whether it was over the top or a bit left field, it was always rooted in good strategy and a real truth about the brand or the people we were talking to.

The other half is the craft. What I find interesting about design and video is that it's a mix of craft, art, thinking and strategy, and it all comes down to typography, imagery and space. But it's also about how it feels: how something flows on a page, how it comes across on a screen, what it's like in your hand on a phone, or when you catch it across the street on a billboard. It's the same brand in completely different situations, and working out how to make each one work is what keeps it interesting to me.