Not everything is
About me, but this page definitely is.
About Me
I'm a multidisciplinary designer with almost nine years of industry experience, spanning campaign conceptualisation, art direction, and, more recently, research-driven, data-focused interactive experiences.
Where I started
My grounding is in marketing, where I learned what it actually takes to get a campaign from idea to execution. Working across that pipeline taught me to hold three things at once: clarity of messaging, novelty in the visuals, and a design that adapts seamlessly across mediums without losing itself, all while staying answerable to a client's needs. Campaign conceptualization and art direction became my core strengths, not as separate skills but as two sides of the same problem: how do you make an idea land, and land consistently, wherever it shows up?
Where am I now
That grounding has since evolved into a research-first practice. I've come to believe there's no single "right" way to think through a design problem, only airtight research, tested through experimentation and iteration, that you build up from. Every project starts there: understanding the problem thoroughly before committing to a direction, and letting the research shape the most optimum execution rather than the other way around.
This shift has pulled me toward data-driven, interactive experiences, work that changes how we look at information itself. The same data, presented differently, reveals a different story. That reframing of structure, of interaction, of what gets foregrounded, is what I'm most interested in doing with design now.
How I work
I believe in designing something with a clear point of view rooted in genuine curiosity across disciplines rather than dilute it trying to appeal broadly. That's true whether I'm art-directing a campaign or building an interactive data experience: the goal is always a specific, considered outcome, not a safe one.