Based in Auckland, I work across brand and digital.For years I did senior creative work inside design studios, from boutique independents to large international agencies — and saw the same pattern again and again: the senior people win the business, then it’s passed to less experienced designers and account managers to handle day to day, with little senior involvement after the pitch.That’s a big part of why I work the way I do now — directly. The person doing the thinking is the person doing the work, and the one answerable for how it turns out.I can take a project from the first idea to the finished thing — building a brand from scratch, or sharpening one that already exists — across identity, websites and digital products. Over the years that’s spanned sectors from telecommunications and manufacturing to sport and not-for-profits, and organisations from two-person startups to large public-sector bodies. Different industries, different problems, but the fundamentals don’t change: clear thinking, strong design, and work that holds up in the real world.When I take something on, I see it through. I communicate clearly, I meet deadlines, and I don’t go quiet or drop a job when something bigger comes along. And when a project needs more hands — a developer, a writer, a strategist — I bring in specialists I’ve worked with for years, and stay accountable for the whole.AI is reshaping this industry fast, and I’ve made it part of how I work — it lets me move quicker and take ideas further than before. But the same technology puts asset-making power into everyone’s hands, and that cuts both ways. It’s never been easier to produce a lot — and never easier to damage a brand doing it: content that’s all slightly off-brand until nothing quite matches, or work that just looks AI-made — generic and soulless. The tools don’t supply the judgment. Knowing what’s worth making — what strengthens the brand rather than cheapens it, what still feels human — is the whole game.Outside of work, I’m a photographer and illustrator. I’ve had a couple of children’s books published, with another couple slowly taking shape. And if I’m not in the studio, there’s a fair chance I’m restoring our mid-century house in Titirangi, or off somewhere in the campervan.
