- + Follow
Creative Thinker. Problem Solver. Magic Maker.
London, United Kingdom
London, United Kingdom
I'm an experienced creative with a passion for turning imaginative ideas into extraordinary experiences, and a belief that brave thinking can change the world.
Toiletries & Packaging
POS & Retail
Pre 2005 Early Work
I was Creative Lead for SEA LIFE globally, the biggest aquarium brand in the world, where I led the creation of new ideas for experiences starting with a compelling proposition - “what is it?” - Selling the ideas internally to brand, marketing and local SEA LIFE sites - installing trust, providing creative strategy and innovative concepts.
I led ideation sessions which assisted me in developing ideas into deliverable, memorable experiences for existing estates key projects at Merlin Magic Making which drove visitation and improved their site KPI scores. Throughout this process I worked closely with Project Managers, 3D and Graphic Designers, Lighting Specialists, Theming Contractors, Merlin Animal Welfare Department, Audio Visual Companies and specialists when required to ensure the creative vision was delivered throughout the guest journey.
Previously, I was Creative Lead for LEGOLAND Discovery Centres globally at Merlin creating new experiences from idea to execution that were fun, playful and on-brand for LEGO.
I managed the creative development and approval of consumer products, from concept through to production for the BBC’s biggest brands – including Doctor Who, Top Gear, Sherlock, Match of the Day, BBC Earth, CBeebies, Hey Duggee and Bafta-winning Something Special.
This includes preparing style-guide strategies and briefs for asset creation, (directing the creative and ensuring they’re on schedule, on budget and on brand), and delivering design guidance, as well as trend awareness, to global licensees, toy manufacturing companies and in-house design teams... with the aim of mainstream innovative thinking, creative excellence and commercial competitiveness.
I also directly managed a team of creative executives (who support with the development and approval of UK and international products) and work closely with retail, sales, marketing, brand and public service (BBC) teams – championing British creativity, globally.
I was responsible for the design and development of new Fisher-Price, Barbie, Hot wheels and Monster High consumer products – hard lines and soft lines – for Southern and Eastern Europe, the Middle East and Africa (SEEMEA).
I had strong working relationships with licensing agencies, licensees and retailers to ensure brand consistency and maintain innovation in these emerging markets.
I designed cosmetics, toiletries, gifting and accessories for licensors such as Hasbro, Mattel, Disney, Sanrio, Nickelodeon, Cartoon Network, Marvel and BBC Worldwide. I also developed ranges for a number of widely recognised adult brands.
I created bespoke POS and retail environments for clients such as Kickers, Heineken, Nivea, Philip Morris, Miele, LeapFrog and Hot Diamonds.
I was approached by Oxygen at my graduate design exhibition, to design and develop a range of childrens safety devices. With regular communication, I developed concepts and presented final ideas which were considered for production.
The remaining seven months of my placement year were spent at Leo Associates, where I worked as an Exhibition Designer and created layouts, visualisations and presentations for several corporate clients – including Boeing.
I was employed for a short period during my placement year, where I gained valuable studio experience and contributed to various projects as a Product Designer.