Design & Direction

UX/UI

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I’m a creative generalist with close to 20 years of experience across graphic design, branding, UX, UI, product design, research, consultancy, and leadership. I’ve worked across a wide mix of industries; advertising, marketing, government, fast news, healthcare, sports, fashion, beauty, and more recently, B2B SaaS products.

What connects all of it is a love for solving problems creatively, whether that’s shaping intuitive user experiences, building brands from the ground up, or helping teams push ideas into reality.

In 2015, I co-founded the lifestyle brand OIBOY, a passion project that leveraged my extensive experience across the creative industries. From concept design and imagery to social strategy, business development, and managing accounts and brand legalities, I was involved in every aspect of building the brand from the ground up. With determination, hard work, and a bit of self-made luck, OIBOY gained significant momentum. Three years after its inception in a South London pub, it was scouted for showcase at London Fashion Week and represented in major UK retail stores such as Selfridges. The brand even earned a spot in the Urban Dictionary!

In 2019, I launched OIBOY Studio as a platform to develop personal creative concepts outside of the OIBOY clothing aesthetic and to showcase commissioned collaborations with brands and organisations such as LFWM, Slazenger, No Fear, and designers like Issy Egan of Alexander McQueen, among others.

Notable industry highlights include designing environmental graphics for the London 2012 Olympic Park, an honour that enabled me to contribute to a landmark event in my home city. Additionally, I had the privilege of art directing the global campaign Taking the Danger out of Digital for Kaspersky. Thanks to the efforts of Therapy Agency London, Kaspersky advanced from being the third-largest global internet security company to the world leader. This campaign was prominently showcased on large underground advertising boards across London. Both projects are available for viewing on this site.

My work has been profiled and featured in both digital and print publications such as Campaign, Schon!, British GQ, GQ Style, Complex, Disorder, Drapers, HungerTV, The Evening Standard, Fader, Forbes, The Geek Chic, ShortList, The Guardian Fashion, GQ Strike! Podcast (Episode 8), i-D, Lürzer’s Archive International, MWB, The Observer Fashion, PAUSE, The Sun (Newspaper), Topman Style Blog, Vogue Hommes, The CAMRA London Drinker and many more.