About

I am a Strategic Brand Designer.
With a background in end-to-end brand ownership, I specialize in identifying market gaps, aligning stakeholders, and ensuring design serves the bottom line.

Before touching visuals, I interrogate the business model: how is value created, what does it cost to acquire a customer, and is repeat behaviour realistic? My hierarchy is simple: Business Model > Strategy > Design.

I work best with teams that welcome uncomfortable questions and value measurable outcomes over aesthetic babble. My goal is to build work that stands on its own in the market, not inside a portfolio.