I work across brand, experience and the physical world, helping organisations translate what they stand for into experiences that people can see, navigate and feel.

With 14+ years of experience across brand, retail, hospitality and built environments, I bring together strategic thinking, cultural insight and design leadership to shape how brands show up in the real world. My work spans experience strategy, customer journeys, retail environments, spatial storytelling, activations and physical brand expression.

I look at how a brand’s promise translates into the way people actually experience it. I am interested in what people encounter, how they move through an experience, what they understand and what they remember.

My experience across global brand consultancies and independent practice allows me to work from strategy through creative direction and execution, bringing together people, disciplines and partners to create meaningful and distinctive experiences in the physical world.