I am Alex, a creative lead and senior designer focused on storytelling, strategy, and using design to influence how people think, feel, and act.

Creativity has always been instinctive to me, not about making things look nice, but about exploration, expression, and creating work that genuinely connects with people and makes them feel something.

My path into design was unconventional: dyslexic and disengaged from formal education, I bypassed university, pursued photography inspired by Sebastião Salgado, built strong visual and Photoshop skills, discovered design in a SaaS startup, and after travelling Japan realised design, not photography, was where my ambitions truly lived.

Working across many sectors, I found my real purpose at OLIVER Agency on the MOD account, where design was used not to sell but to influence belief and behaviour, a focus I pursued obsessively through strategy and study, leading to a promotion to creative lead and the opportunity to build one of the most influential operations in the programme.

When my contract ended, I stepped into a creative lead role at Raytheon, leading a team to design essential training courses that underpin UK defence and national security.