I’m a creative designer and brand storyteller with over 12 years’ experience across fashion, print and licensed lifestyle brands. Starting out in as a print designer, my career has grown into leading creative direction, shaping trend narratives and building cohesive brand worlds that connect across product, packaging and visual identity.
At The Smiley Company, I lead creative for SmileyWorld’s kidswear category — developing seasonal concepts, style guides and partner assets, while managing designers and freelancers to deliver consistent, commercially strong ranges.
Alongside my product background, I’ve expanded into graphic design and brand systems, strengthening my practice across identity, layout and packaging. This combination of fashion thinking and graphic design allows me to move seamlessly from big-picture strategy to hands-on execution.
I’m passionate about helping brands stay culturally relevant through thoughtful concepts, clear storytelling and design that feels warm, modern and considered.
Let’s work together
If you’d like to collaborate, chat ideas, or think we’d be a good fit, I’d love to hear from you.
Get in touch and let’s grab a cuppa!