I decide what a thing should be, where it should stand, and how it should be understood, then keep that decision visible through everything that follows.
Choosing how something looks and feels: the mood of the photography, the type, the colours, the images and how they are arranged.
Choosing how something looks and feels: the mood of the photography, the type, the colours, the images and how they are arranged.
Colour, type, image style, composition, texture and movement, used the same way every time so the work is recognisable.
Designing what people see, hear, do and feel across the whole journey, not just how one thing looks.
The overall feeling a place or a piece of work gives, built from visuals, sound, space, lighting, pacing and how people behave in it.
How someone feels and behaves inside a place: the layout, sound, lighting, movement, materials and atmosphere.
Brand and marketing for a new bar.
My role I worked across brand, marketing, visual direction, spatial experience and programming as part of the founding team.
The content lacked a distinct visual system: posts read as a series of separate promotions rather than one world.
Founding Room
Brand, launch and operations.
View the projectTwo Songs, Two Films
Two songs carried into film.
View the projectFrom making to shaping.
Video, marketing and operations for a music company, with increasing responsibility for creative direction.
View the project
Reel Study No. 1
A film photography collaboration, from concept to final edit.
View the projectAfter Dark
Sound designed for food, conversation and music in one room.
View the project
Instruments for the Browser
Playable browser instruments.
View the projectInterior Record
Interior documentation of Pistol Cocktail Bar.
Part of Pistol Cocktail Bar
View the projectProduction, art direction, shooting and editing. The role is identified on each project.
Brand strategy
What it is, who it is for, and what it refuses to be.
Positioning
Where it stands in the market and in the room.
Creative direction
One decision carried consistently across every output.
Art direction
Image, material, framing and tone, decided together.
Campaign & content direction
A repeatable way to say the same thing without repeating yourself.
Experience direction
Behaviour, sequence and atmosphere: how it should feel to be there.
Tools & implementationPositioning statements · reference sets · visual systems · direction documents
Ongoing work on how a venue's behaviour, rather than its logo, is what people actually read as its identity.
Release art direction
How one decision carries a song, its film, its cover and its campaign.
Positioning
One sentence the whole team can repeat.
System
The visual and verbal rules that carry it.
Direction
A decision that stays visible after handover.
Look at what it actually is. The offer, the audience, the room, the constraint.
Name the decision. If it takes a paragraph, it is not a decision yet.
Make it visible. The system that carries it is the proof.
Observe
Watch how people behave in the thing as it is now, before proposing what it should be.
Interrogate
Separate a look problem from a meaning problem. Most rebrands are the second one.
Name
Reduce it to one line, then test whether it survives a busy week.
Direct
Carry the decision into image, film, space and sound without diluting it.
Hand over
Leave the rules behind, so the work keeps its direction without me in the room.
No. A first session can be a single decision, written down and tested. You see the deliverable and price before agreeing to paid work.
We agree a review point and what can change. A direction that cannot be revised is not a direction, it is a guess.
I can take a defined part alongside your team, usually the decision and the system that carries it. We agree who owns what.
Send me one brief. I'll turn it into a clear scope, deliverables and price before you commit.
