Led the creative direction for this brand campaign for Mastercard Gateway. Introduced a signature “thread and icon” system to articulate connection and core services. Established a scalable hierarchy for hero vs. secondary imagery and implemented a scalable system across photography, video, and infographics in both digital and print applications.

See live examples here:

Mastercard Gateway homepage

Led the art direction and design development for a cross‑platform marketing campaign positioning FREENOW as a champion of live music in the UK.

Created a sub-brand for all communication, highlighting FREENOW as official sponsor for the Mercury Prize 2023 and Brockwell Bounce Live 2023.

Delivered integrated social, digital, OOH and influencer content.

The campaign strengthened brand differentiation, boosted impressions and generated increased press coverage

Led the creative vision and execution of the FREENOW Ride for Music campaign, and created a digital toolkit for internal teams and external partners.

Developed a design system for assets including social media content, digital banners, OOH advertising, printed materials, and video end frames.

Created an image treatment integrating photography and illustration.

Compiled, designed, and produced the final digital toolkit, with downloadable assets ready to use.

Evolved and enhanced the Thames Water brand by optimising it for digital-first and accessibility principles, resulting in an improved user experience. Introduced new typography, imagery, and templated design assets.

Established a comprehensive brand framework and oversaw its implementation by internal and external design teams, ensuring consistent application across all touch points.

Social media campaign assets — branded promotional graphics designed for social platforms, showcasing Three’s product and service offers through bold typography, product-led visuals and campaign messaging, developed across static formats and motion storyboards.

I led the creation of a new identity for Mastercard Learning Labs, developing key visuals for use across web, social, and digital platforms.

The images focus on the concept of ‘relearning’—illustrating the transition from old to new through technology.

I used AI image generation software initially, followed by refinement in Photoshop.

These assets were applied across campaign communications to promote the programme’s learning formats.

Collaborated with a copywriter to generate three distinct concepts for a bean-to-cup coffee machine launch event for De'Longhi.

Based on the product insight of ‘switching the beans,’ the three concepts were titled ‘For All the People You Are’, ‘Switch Seamlessly’ and ‘One Machine, Infinite Possibilities’.

Developed a key visual showing location and event design, along with a moodboard for each idea.

Successfully presented to the Delonghi marketing team who were impressed by our pitch.

Created a cohesive visual identity for the Mastercard Excellence in Customer Engagement Summits held in London and Dubai.

Developed the key visual and typographic treatment which I then implemented across all event materials.

The final outcome was a fully branded Mastercard event that effectively showcased the company's identity and left a strong, positive impression.

Led the redesign of Thames Water's internal magazine for digital and print, overseeing the overall creative vision and layout design.

Oversaw the creative vision and introduced engaging infographics to boost readership by 200%.

Designed a new look and feel for the Mastercard Payment Trends Navigator white paper.

The client requested a modern, tech-forward aesthetic that differed from previous editions.

The white paper was delivered as a static PDF and also translated into an animated web version.

Led the creative vision for a playful and engaging reel on Big Group’s social channels. Click here to watch it on instagram.

For Employee Ownership Day, we asked employees which workplace benefits they’d love to see—and got a host of fun, unexpected answers. I directed the edit and crafted custom stickers and frames, turning the responses into a visually engaging story.

The reel not only entertained but also showcased Big Group as a vibrant, desirable place to work.

Led the graphic design for the Mastercard stand at the Business Travel Show 2023 in London.

Created the main visual by integrating photography and iconography to illustrate the concept of business travel.

Designed a striking, freestanding display featuring the key visual, prominently visible logos, a seating area, and screens, all to effectively promote the Mastercard brand.

Created a set of three digital e-cards to recognise Thames Water colleagues or teams who go above and beyond.

Working with the brand illustration toolkit I designed a scene for each of the organisational pillars: Operational Excellence, Sustainable Development, and Customer Experience.

Created a new brand identity for the ‘Live Wild with Thames’ campaign.

Developed motion graphics for social media and web platforms, and collaborated with developers to design the campaign website.

The initiative resulted in a significant increase in engagement and improved the public’s perception of Thames Water.

As a graphic designer at the Southbank Centre, I created a visual campaign for a group show at the Hayward Gallery entitled ‘Walking in My Mind’.

The campaign featured a clean, typography-driven key visual that highlighted Yayoi Kusama’s ‘Dots Obsession’ installation, emphasising the concept of an immersive experience.

The visuals were rolled out across large-format on-site billboards, posters, and publications.

Additionally, the concept was extended to a site-specific artwork installation by wrapping the trees at the Southbank Centre waterfront for the duration of the exhibition.

Collaborated with a copywriter to design the Southbank Centre’s Christmas campaign. The concept centred on “opening the present,” using gift‑wrap patterns derived from a woven treatment of the centre’s logo. Delivered a striking suite of posters, press ads and on‑site collateral.

As Senior Graphic Designer at the award‑winning architectural and design practice, Adjaye Associates, I created the branding for a fashion photography exhibition at the National Portrait Gallery.

Working alongside an architect,  I designed the exhibition identity, signage, billboards, posters, merchandise and the guide.

I was asked to volunteer as Brand & Marketing Lead for a much-loved local festival — a bi-annual celebration that brings families and the wider community together for 19 days every June.

With more than 40 events spanning music, theatre, literature, children’s activities, sport, comedy, food and social events, the festival attracts over 10,000 visitors and raises vital funds for local charities and community organisations.

For this edition, I developed the theme ‘Once Upon a Village’, celebrating the power of storytelling and the stories that bring a community together.

I created the festival’s visual identity, designed to capture the magic, imagination and sense of wonder found in storytelling. From there, I developed the wider marketing and communications, bringing the identity to life across social media, press advertising, the festival programme, OOH signage and the website.

It was an incredibly rewarding opportunity to use my creative and marketing experience to help celebrate the community, while supporting the local charities and organisations that benefit from the festival.

Led the creative vision for the internal employee recognition awards, crafting a spotlight‑centred visual identity and guiding a small team to roll out consistent assets that enhanced impact and engagement.