Available for freelance

Work examples:

... My design style is clean and typography-led, with a strong focus on clarity and visual hierarchy. I bring a sense of fun and energy through motion and subtle design details, striking the right balance between precision and creativity. My experience in fashion retail, including as Design Lead at Moss (Moss Bros.), means I understand how to craft designs that feel both premium and commercially effective—whether it’s refined, minimal aesthetics for luxury brands or bold, high-impact visuals that drive engagement. I adapt to the brief, audience, and platform. I have created content for market-leading publications, including WIRED UK and Empire magazine, incorporating motion and digital elements to enhance storytelling and present information in a clear, engaging way.

I am an expert in:

Software expertise

Photoshop

Figma

Adobe XD

Indesign

Adobe CC

After Effects

Illustrator

Wix Studio

Whether it’s crafting social and email campaigns or designing editorial layouts, I have extensive experience creating dynamic content for both digital and print. I specialise in designing engaging, story-driven graphics that capture attention and communicate effectively.

With a strong foundation in typography, layout, and motion, I bring clarity and visual interest to every project. Structuring and presenting information seamlessly is a key strength, ensuring designs are not only eye-catching but also easy to navigate and understand.
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At Moss, I led strategic brand development, working closely with marketing teams and key stakeholders across the business to shape the brand’s visual direction. This involved aligning design with broader business objectives, ensuring consistency across digital, print, and retail touchpoints, and adapting the brand for different campaigns and platforms.

In addition to working with established brands, I have extensive experience designing branding for small to medium-sized businesses through my own practice. This has given me a strong understanding of how to build effective, scalable brand identities that balance creativity with commercial needs.
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As Design Lead at Moss, I was responsible for driving UI improvements across their large e-commerce platform. Working closely with the eCommerce team and external agencies, I identified areas for enhancement and led my team in designing evidence-based solutions that underwent a rigorous sign-off and testing process.

Key aspects of my role included:

Strategic UI improvements – ensuring a seamless, optimised user experience

Managing multiple design projects – overseeing designers while staying hands-on

Collaborating with developers – briefing, using Zeplin and other handoff tools

Prototyping & design execution – hands-on experience with Figma, Adobe XD, and Sketch

QA, testing & iteration – user testing, feedback loops, and ongoing optimisation

This fast-paced, iterative approach ensured continuous improvements to the platform, enhancing both usability and conversion rates.
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I have extensive experience in the retail and fashion sectors, having worked across multiple brands at Moss and Thortful, both in-house and externally. My work spans luxury to high street, allowing me to adapt my approach depending on the brand and audience.

I can balance refined, aspirational, and minimal design with high-impact, sales-driven graphics when needed. With a strong personal style and the ability to work within brand guidelines, I create designs that are both visually engaging and commercially effective.

I have worked closely with marketing teams and key stakeholders, ensuring that design supports business objectives. I understand the mechanics of sales-driven campaigns, how to capture customer attention, and how to deliver work that is both aesthetically strong and results-focused, from concept to completion.
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I began my career designing magazines and editorial content for WIRED UK, Empire Magazine, and DVD Review, gaining a deep understanding of storytelling through design. Working across print and digital, I created engaging, visually impactful content, integrating motion design to enhance interactivity.

My role covered:

Typography & layout – crafting structured, compelling editorial designs

Art direction & commissioning – briefing illustrators and photographers

Motion & digital storytelling – adding movement for greater engagement

Project management – meeting tight deadlines and budgets

This strong foundation in design principles, content creation, and cross-platform storytelling continues to shape my work across branding, marketing, and digital design.
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