All the work in my portfolio started from a blank page. Big ideas often begin as the smallest sketches, notes, or questions.
Travel Supermarket Digital Transformation
My Role as Head of Design & Creative:
User Research, Creative Direction, Design Direction, UI Design, UX Design, User Testing
I delivered a full digital transformation for Travel Supermarket. Created a sleek, fully responsive site with a reimagined hotel search and cohesive brand experience. Seamlessly migrated 6,000 SEO pages. Drove higher conversions, stronger customer loyalty, and deeper partner engagement.
Doubled traffic from 2.4 million to 4.8 million
Improved conversion across all channels
4 X higher value customer on ‘My Suitcase’
Travel Supermarket Digital Transformation
My Role as Head of Design & Creative:
User Research, Creative Direction, Design Direction, UI Design, UX Design, User Testing
I led the design and UX vision for Super Search, a bold rethinking of how people search, explore, and book holidays. I shaped strategy, creative, and prototypes — delivering ideas that felt as intuitive and helpful as a conversation with a real travel agent.
• Launched ‘My Suitcase’, driving a 4X uplift in customer value
• Led strategy, concepting, and prototyping across the full user journey
• Drove end-to-end product innovation from insight to stakeholder sign-off
Emirates
Aspirational Thinking
My Role: Creative UX
I joined Emirates’ UX team in Dubai to challenge convention and reimagine how content and storytelling could lift the brand. While refining journeys at a micro level, I also led bold conceptual thinking that pushed beyond templated UX and into immersive, experience-led design.
• Proposed and prototyped a cinematic, interactive content journey
• Shifted thinking from static templates to immersive storytelling
• Brought fresh vision into a rigid enterprise design culture
Crowd Wish
Branding & Website
My Role: Creative & Design Direction, UX/UI Design
I led the creative direction, branding, and UX for a platform that turned wishes into action. Granting one real wish every day for 1,400 days. I built a joyful, emotionally resonant product that kept users coming back, day after day.
• 1,400 wishes granted across 40+ countries
• 10k+ users with daily repeat engagement
• Featured by BBC, Daily Mail, and Positive News
Royal Flying Doctors Cloud Climb App
My Role: Creative & Design Direction, UX/UI Design
Hands on Design and Direction of the Cloud Climb app for Royal Flying Doctors. Delivered a cockpit-inspired UX under extreme time pressure, blending fitness trends with playful altitude-based step tracking to boost engagement and fundraising.
• Concept to high-fidelity UX/UI in record time
• Unique cockpit-inspired fitness dashboard
• Gamified step tracking
CMC Markets
FX Campaign
My Role: Creative Direction, Design Direction, Design, Photography
I led creative, design, and photography for a standout FX trading campaign that ditched screen grabs in favour of hand-folded origami. Capturing attention in a saturated market with craft, storytelling, and strategic media placement.
• Led concept, art direction, and photography
• Partnered with origami artist to create physical sculptures
• Featured in Bloomberg, FT, City AM, during peak market activity
Sport Relief 2012
London Olympic Year
My Role: Creative Direction, Design Direction, Design, UX, UI, Illustration, Team Leadership
I created a bold campaign identity and digital experience for Sport Relief 2012, bringing energy, movement, and clarity to a major national moment with a fully responsive and AAA accessible site.
• Led Creative and UX for the AAA responsive site
• Brought creative in house for first time
• 2012 campaign raised £62.5 million for Sport Relief
Comic Relief
Seriously Good.
Gordon Ramsay.
My Role: Creative Direction, Design, UX, UI, Photography
I redesigned the Seriously Good Sauces site. I shifted the focus to fresh ingredients and introduced shareable recipes to elevate the product and drive impact. I also led the production of new photography.
• Reframed site around product, not personality
• Led art direction, UX, and in-house content creation
• Boosted engagement with “Seriously Simple Recipes” feature
• Led creative, design, and illustration
• Built a face-in-art makeover experience on Facebook
• Drove viral sharing by turning makeovers into profile pics
Shell & Ferrari
V-Power Microsite
My Role: Creative & Design Direction, UI Design, Illustration, Video Content
I brought Shell’s partnership with Ferrari to life through a digital pop-up world of animated race scenes, blending storytelling, illustration, and early face-mapping tech with Michael Schumacher at Monza.
• Led creative, UX, animation, and illustration
• Built a digital pop-up set from physical prototypes
• Directed content with Schumacher using early face-mapping tech
Heinz
.co.uk
My Role: Creative & Design Direction, UI Design
I transformed Heinz.co.uk into a bold, consumer-first experience. I led the creative direction, pushed for a bigger logo before the client even asked, and set a nostalgic yet modern tone that aligned perfectly with “It Has to Be Heinz.”
• Launched a 300-page CMS
• I made the iconic Heinz logo the hero
• Defined the nostalgic visual style
Heinz
Love Sauces Microsite
My Role: Creative Direction, Design, Illustration
I created a vibrant, sensory-rich microsite for Heinz Sauce Lovers. I rejected clichés with bold typography and playful visuals. I achieved first-time sign-off from Heinz and brought their most loved product to life.