I've always been curious about the thinking behind creative work — why something looks, feels or communicates the way it does.

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My background in Graphic Design gave me the tools to turn ideas into visual outcomes, but through developing my work I've found myself increasingly drawn to what comes before the execution: research, observation, concept development and deciding how an idea should come to life.

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More recently, exploring Art Direction has allowed me to develop this way of working further. I'm particularly interested in finding insights, developing unexpected creative ideas and exploring how those ideas can communicate with audiences in engaging and memorable ways. My work spans branding, editorial, fashion and campaign thinking, allowing me to explore this approach across different creative contexts.

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I'm continuing to develop my creative direction through new projects, collaboration and industry experience, while building on the research-led and conceptual approach that sits at the centre of my work.