UK CREATIVE, DESIGNER AND ART DIRECTOR
UK CREATIVE, DESIGNER AND ART DIRECTOR
ACCA
∗ Freelance @ re:act
∗ Design & Art Direction
∗ Display & Social Ads
Situation:
re:act struggled to get ACCA sign-off on display ads because previous concepts were too copy-heavy.
Task:
Create new concepts that simplified the creative direction, reduced copy, and could extend across display and social assets.
Action:
Delivered four concepts in one day, including one persona-led direction that unlocked client approval.
Expanded into eight personas, resulting in five approved ad sets.
Curated stock video and images for five personas, each with seven ethnicities, for regional social reels and statics.
Result:
A fully approved suite of display ads, reels, and social stills that simplified ACCA’s messaging, removed the previous sign-off barrier, and created a scalable persona-based system for regional use.
BULWARK
∗ Founder @ Bulwark
∗ Design & Art Direction
∗ Social Ads
Situation:
Bulwark is a sports brand focused on martial arts training. The challenge was building brand awareness and engagement while promoting both ready-to-wear and custom-designed kit.
Task:
Create social media content and campaigns to grow the brand, drive engagement, and generate sales for original and custom designs.
Action:
Ran competitions to grow the social account and increase brand awareness, generating 30–50 entries per giveaway and attracting new followers.
Managed social ads targeting gyms and gym owners, driving custom design orders.
Built relationships and designed kit for multiple teams, including UK Para Jiu Jitsu, Thames Valley, and South Yorkshire police teams.
Result:
Established a strong social media presence, increased brand awareness, validated product-market fit through original kit sales, and generated ongoing custom design orders for gyms and teams.
BOOK COVERS
∗ Personal Project
∗ Design & AI Art Direction
∗ Book Covers
Situation:
I regularly share insights from books on LinkedIn and wanted a stronger visual identity to make my posts stand out, express my perspective, and grow my audience.
Task:
Create a distinctive series of custom book covers that visually interpret each book and strengthen the storytelling of my posts.
Action:
Grew a consistent design process: identifying the book’s core message, choosing a key scene, and using Midjourney to visualise it in a way that reflects my interpretation.
Elevated each AI-generated scene with additional design in Photoshop, incorporating textures, elements, and composition refinements.
Created custom title headers in Illustrator to give every cover its own identity and ensure it felt more crafted than a raw AI image.
Result:
A distinctive visual series that helped grow my LinkedIn following from 400 to 3k+ in one year, increased engagement on book-related content, and strengthened my personal brand as a designer who blends storytelling with crafted visuals.
RIGHTMOVE ADS
∗ Integrated @ Rightmove
∗ Design & Art Direction
∗ Digital Display Ads
Situation:
I worked on digital display ads for estate agents and new home developers, with a strong focus on customer satisfaction and campaign effectiveness.
Task:
Deliver high-quality display ads that aligned with customer branding, supported property marketing goals, and maintained consistently strong client feedback.
Action:
Achieved three consecutive months ranked 1st for customer feedback within a customer service team of more than 200 people.
Designed display ads for MODA’s New York Square building, aligning with their branding and elevating their visual style, which led to being asked to redesign the display ads for all of their existing properties in the same approach.
Result:
Delivered stand-out display ads that led to repeat work and strengthened relationships, while achieving the highest customer feedback ranking across the entire service team for three months running.
CRAVE TABLETS
∗ Integrated @ Crave Interactive
∗ Design & Art Direction
∗ UI/UX, Display Ads
Situation:
Crave Interactive is a hospitality technology provider offering in-room tablets for global hotel chains. As one of the earliest members of the team, I worked across design, marketing, implementation and brand development for more than five years.
Task:
Support the company’s expansion into major hotel groups by designing client experiences, delivering marketing content and contributing to Crave’s product release campaigns.
Action:
Led the setup and visual rollout for more than 70% of Crave’s clients, including UI theme design, digital display ads, iconography, copy and art direction.
Managed a major pilot project with IHG, responsible for visual setup across multiple hotels including Hotel Indigo, Holiday Inn, Avid, Intercontinental, Kimpton, Crowne Plaza and Holiday Inn Express, representing a multi-million pound opportunity for the business.
Designed display ads that directly improved hotel sales, including a 65% increase in in-room dining revenue for a Kimpton property.
Launched Crave’s social media presence and strategy, generating strong client engagement as hotels shared images of Crave tablets in their rooms.
Result:
Contributed significantly to Crave’s early growth, helping establish credibility with global hotel brands, driving measurable client revenue increases and supporting the launch of new products through high-quality visual content.
ROUGE OPERATOR
∗ Personal Project
∗ Design & Art Direction
∗ Photomontage
Situation:
Christian Craighead, a former SAS operator, intervened during the Nairobi terrorist attack, preventing further loss of life. His story, particularly the belief that his life had prepared him for that defining moment, resonated with me on a personal level.
Task:
Create a montage artwork that celebrated his actions and conveyed the themes of purpose, preparation and faith, to share his story and message with my LinkedIn audience.
Action:
Researched and interpreted his reflections to understand the symbolism and emotional layers behind his account.
Designed a layered composition that represents past experiences shaping critical moments.
Presented the artwork alongside a reflective post to communicate what his story meant to me.
Result:
Shared a visual tribute that engaged my network and helped increase awareness of his story, reinforcing a values-led tone in my personal brand content.