I’m a senior creative with close to 20 years across design, advertising, communications, digital, CRM and UX. I’ve spent most of that time trying to make complicated things feel simpler, clearer and more useful, and making sure they still work once they leave the presentation deck and meet real people.

I started in design and found my way into advertising, which turned out to be a pretty good fit. I like the thinking and the making. The big idea and the tiny detail.

Over time, I’ve become more interested in what sits underneath the brief. What are we actually trying to solve? What does someone need to understand, feel or do? Where is the friction? And is the thing we’ve been asked to make really the right answer?

That thinking has taken me across advertising campaigns, communications, CRM, digital, UX/UI, customer journeys and experience design for brands including ALDI, CommBank, TAL, Rest, Tip Top, Abbott’s Bakery, Voyages and the Australian Government.

Sometimes the answer is an integrated campaign. Sometimes it’s rethinking an onboarding journey, building a CRM framework, shaping a communications platform or designing a digital experience. Whatever the output, I care about making sure it’s relevant to the people it’s for, clear in what it’s asking of them and simple to engage with.

I’m experienced enough to develop the thinking and design the work myself, but I also know when to bring other people in. I stay close through the process, giving teams the clarity and direction they need, while being more than happy to jump back in and solve something myself when needed.

I’m thoughtful, reliable and conscientious, and I take real pride in what I produce. I care about the standard of the work, I follow things through, and I work openly and collaboratively with the people around me.