Bringing over 20 years’ of experience shaping brands, campaigns and content across print and digital.

I’ve led creative projects for brands including M&S, John Lewis, Google, YouTube and English Heritage, as well as working with start-ups and independent brands at different stages of growth. Much of my independent work sits within the lifestyle space, often with brands that are values-led and have a sustainability focus.

My career has included a mix of freelance and permanent roles, with much of that time spent agency-side in London. Working across both has given me a broad view of how teams operate and how work gets done in different settings.

I started out in editorial design within contract publishing, where I learned how to tell brand stories through an editorial lens. From there, it felt like a natural step into brand and digital design, applying the same thinking to larger brand systems and work across multiple channels.

More recently, I spent time working in-house at English Heritage, which offered a really valuable perspective. Being embedded within a large organisation gave me a better understanding of how brand decisions land over time, how teams really use design systems and witnessing first-hand the day-to-day business challenges that are often unseen when working agency side.

Having experience across freelance, agency and in-house environments has shaped a practical, adaptable approach to creative work, grounded in both creative ambition and business reality. Outside of this, I run my own small design practice (ARCA) creating brand packages and templates for creative business owners, with the aim of providing high-end branding that is easy to access, and simple to implement.