System. Identity. Space.
Design for utility & permanence.
I’ve spent over 20 years obsessed with how things are put together. For me, design isn’t about decoration; it’s about the logic that makes a brand or a space actually function.
My career has been defined by design at scale. Having spent two decades navigating the JD Group’s diverse portfolio, from the global reach of JD Sports to the cult-tier aesthetics of size? and Footpatrol, i’ve learned to manage the complex requirements of partners like Nike, Adidas, and The North Face. Whether it’s a Premier League club or a local startup, my focus remains on the structural side of the craft: the invisible rules that keep everything aligned.
To make sense of this experience, I’ve distilled my practice into three core pillars:
System, Identity, and Space.
system.
Strategic framework.
Building the rules that allow a brand to grow without breaking.
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Design Strategy & Vision
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Studio & Resource Management
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Workflow Optimisation
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Brand Architecture
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Operational Process Design
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Scalable Asset Management
identity.
Functional permanence.
Distilling a brand into its most essential form through typographic precision.
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Logo & Mark Development
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Typography & Type Systems
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Visual Language Direction
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Brand Audit & Evolution
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Art Direction
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Print & Digital Production
space.
Experiential integration.
Bridging the gap between 2D design and architecture to build for the real world.
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Environmental Graphics
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Wayfinding & Signage Systems
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Retail Experience Design
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Exhibition & Spatial Branding
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Materiality & Finishes
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Large-scale Implementation