All the work in my portfolio started from a blank page. Big ideas often begin as the smallest sketches, notes, or questions.
Sage
I Unified Sage Through Design
My Role: Global Creative Director, Experience Design
Over a three-year initiative, I navigated internal politics, broke down silos, and built a company-wide Design Language System that unified teams and drove measurable impact across 33 global markets.
3-year project overcoming internal politics
Delivered large cost savings via design system
+42.30% increase in Site Conversions YoY
Sage
Champion Design
My Role: Global Creative Director, Experience Design
I grew Sage’s in-house creative capability and embedded a data-driven design culture, shifting £ millions in agency spend back to internal teams.
Scaled my team from 3 to 40+ over 3 years
Launched unified design across 33 countries
Drove a 20% uplift in e-commerce transactions
Sage
Global Sites
My Role: Global Creative Director, Experience Design
I led the rebuild of Sage.com across all markets, standardising templates and refreshing 6,500+ pages under one master framework
33 international sites launched
6,500 legacy pages rebuilt
+20% increase in e-commerce transactions
Sage
Product Tour
My Role: Global Creative Director, Experience Design
I created Sage’s top-performing marketing asset, an 8-month in-house effort that outpaced agency work and fuelled new pipeline.
Contributed 2.6% of pipeline (~£49.5 m)
Delivered cross-functional in-house project
Created Sage’s top marketing asset
Alexander Forbes
Website
My Role: Hands On Design Director
I led a 6-week, on-site engagement with Alexander Forbes in South Africa, where I delivered a comprehensive design system and set a new benchmark for photographic storytelling. Alongside hands-on design and direction, I coached the in-house team to elevate their craft and establish a new North Star for digital excellence.
Intensive 6-week, on-site project
Team coaching and capability building
Set new gold standard in design
Travel Supermarket Digital Transformation
My Role: Head of UX Design and Creative
I delivered a full digital transformation for Travel Supermarket. Created a responsive site with a reimagined search. Migrated 6,000 SEO pages. Drove higher conversions, customer loyalty, and deeper partner engagement.
100% increase in visitors (2.4 M → 4.8 M)
Improved conversion rates across all channels
4× increase in customer value via “My Suitcase
Travel Supermarket
Brand Transformation
My Role: Head of UX Design and Creative
I created the “Own the Sun” brand through user workshops, anchoring every experience in warmth and aspiration.
+13% uplift in unique visitors following launch
Improved conversion rates across all channels
4× higher customer value
Travel Supermarket Product Innovation
My Role: Head of UX Design and Creative
I led the design and UX vision for Super Search, a rethinking of how people search and book holidays. I shaped strategy, creative, and prototypes, delivering ideas that felt as intuitive and helpful as with a real travel agent.
Led strategy for “Super Search” vision
Created high-fidelity interactive prototypes
4× boost in customer value
Travel Supermarket
Native App
My Role: Head of UX Design and Creative
I grew the team the team from the ground up that delivered this in house project. I designed and launched TSM’s first native iOS & Android app, rethinking navigation and on-the-go booking experiences.
Launched first native iOS & Android app
Achieved 100% user-test preference for nav
Introduced seamless mobile booking UX
Amba
Digital Transformation
My Role: Hands On Design Director
I won the Amba pitch and the delivered a dynamic announcement site, followed by the full booking engine, whilst shaping the Amba brand and delivering new assets.
Pitch Win securing Amba Hotels account
Delivered responsive booking website
Directed photography shoot
Emirates
Aspirational Thinking
My Role: Creative UX, Coaching
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.
Coached team on creative UX problem-solving
Guided refinement of micro-interaction details
Encouraged proactive ideation beyond templates
Pay Pal
Product Design
My Role: Hands On Design Director
I designed a contactless donation solution—pairing sleek hardware UI with back-end flows to power seamless charity giving.
Designed end-to-end contactless donation app
Design back-end UX donation workflows
Large-scale contactless charity fundraising
Crowd Wish
Branding & Website
My Role: Hands On Design Director
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.
Ran for 1,400 consecutive days
Engaged 10 k+ users on repeat visits
Featured by BBC, Daily Mail & Positive News
Royal Flying Doctors Cloud Climb App
My Role: Hands On Design Director
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.
Designed cockpit-inspired fitness dashboard
Gamified step-tracking user experience
Completed high-fi UX under deadline pressure
Home Made
UX Conversion Funnel
My Role: Hands On UX & Design
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.
Mapped funnel and rewired key drop-offs
Ran iterative A/B tests for UX improvements
Achieved +3% conversion uplift
Saudi Armaco
Digital Transformation
My Role: Hands On Design Director
I independently explored diverse digital narratives—heritage, technology, people, news & dynamic learning—to guide Aramco’s future web strategy.
Prototyped 6 distinct web concepts
Blended heritage, tech & news narrative approaches
CMC Markets
FX Campaign
My Role: Head of UX Design and Creative
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
Placed work in Bloomberg, FT & City AM
Captured financial media attentiony
CMC Markets
Website
My Role: Head of UX Design and Creative
I overhauled the retail trading site, restructuring content and launching a modular component library for faster updates.
Redesigned trading platform UX & IA
Streamlined content into unified layouts
Launched modular design component library
CMC Markets
Brand Evolution
My Role: Head of UX Design and Creative
I built an internal studio to deliver all digital and print assets, eliminating agency dependency and boosting throughput.
Established an in-house design studio
Brought all campaigns and assets internal
Cut agency costs and sped delivery
Designed AAA-responsive Sport Relief site
Led in-house creative for the first time
Campaign raised £62.5 million for Sport Relief
Overhauled Ramsay-branded sauces site
Shifted focus to fresh ingredients & recipes
Boosted engagement with “Seriously Simple Recipes”
Led creative, design, and illustration
Built a face-in-art makeover experience on Facebook
Drove viral sharing by making facebook profile pics
Shell & Ferrari
V-Power Microsite
My Role: Hands On Creative/Design Director
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
Schumacher & early face-mapping technology
Heinz
.co.uk
My Role: Hands On Design Director
I transformed Heinz.co.uk into a bold, consumer-first experience. I led the design 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 300-page product-led CMS site
Elevated logo to hero position site-wide
Enhanced UX with streamlined content
Heinz
Love Sauces Microsite
My Role: Hands On Design Director
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.
Created vibrant typographic microsite
Secured first-round client sign-off
Won agency Heinz.co.uk redesign of project