I work at the point where a product doesn't exist yet, giving shape to its brand, interface, and the system that holds them together.

I give shape to early-stage products, the point where brand, product, and the system underneath are all still undecided. I map how the pieces connect and design for the whole.

Currently at an AI-first consultancy, I ship products with data scientists and engineers from concept to production. Before this, I co-founded FatFaceStudio, a multi-award winning branding and packaging studio.

My background in brand strategy and information design shapes how I work: I care deeply about craft and visual expression – not for aesthetics alone, but because strong visual systems position products, make them memorable, and create experiences people actually enjoy using.