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Systems, strategy, and packaging that gets
picked off the shelf not just looked at.
Creative Lead. Brand Builder.
"I build brands
that sell"
I’ve built brands, packaging, and point-of-sale for over three decades.
Led high-output teams, and delivered work that sells.
What is the customer looking for? That’s the first question I ask, every time. What does the product actually do? What’s different in the market? If it’s the same, what did the competitors miss? I design with the customer’s eyes, not mine. I think across multiple levels: brand, shelf, speed, and compliance, all at once. Because good packaging doesn’t just look right. It sells right.
Before any packaging was designed, I created this visual system to simplify a complex product range.
It mapped out envelope types, seals, and features using icons and structure, so customers could identify what they needed at a glance on shelf, online, or in catalogues.
This system became the foundation for the packaging that followed. It made range navigation easier, reduced decision fatigue, and created a consistent logic across formats.
Catalogues / Merchandise Solutions
I don’t just design products, I build the world around them. That includes full catalogues to support sell-in,
sales tools for reps, and clear layouts that speak directly to buyers.
I apply the same structured thinking I use in packaging: clear hierarchy, smart navigation, and consistency across every page.Whether it’s 20 pages or 200, I make it easy to present complex ranges with confidence.
Web Banners
CONQUER WEB BANNER - DESKTOP
YARN 2025 - Desktop
Web Banner - Desktop - 2025 Summer
CONQUER WEB BANNER - DESKTOP
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As I have progressed through my career, I have encountered a diverse range of categories, which have helped me approach new brands with a unique perspective. The areas of branding, artwork, and direction are something I am particularly passionate about, and my experience gives me confidence to push the boundaries with any project.
My primary work focuses on designing packaging, categories and brands, but I am also skilled at creating creative supporting materials, EDM's, catalogues, flyers etc. My favourite part of the process is selling 'the journey', explaining the thought process behind each element to clients. I am able to visualise the entire process when constructing brands / ranges, and I design the branding to fit within a variety of restrictive sizes or challenging dielines.
With such a broad exposure to such a wide variety of fields, I have had tremendous growth as a Creative Director. I've created a portfolio 'sampler' for you to view, so that you can see more variety of my work. As an expert in almost every sector, I'd like to share how my broad experience can help your business grow. I look forward to an opportunity to talk you through my process/knowledge & how i can help your business grow.
You 100% have one of my designs sitting in your office or home
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