More About Me

The work I’m drawn to most is the earliest stage. Seed to Series A. When there’s no team yet, no process, and the founders are making consequential decisions at pace. I’ve been the person in the room when the MVP gets defined. I’ve shaped requirements, run customer discovery, and taken the output directly into dev handoffs. The whiteboard sessions, the hard conversations about scope, the moments when someone needs to say “we’re solving the wrong problem” — that’s the work I’m most alive in. Not just executing the design, but helping define what gets built and why. That’s where I add the most.

I’ve built and led design teams across agencies, in-house, and startups — some from scratch, some that needed reshaping. The constant is people. How you talk to them, motivate them, and support them when they’re stuck. But the teams I’ve enjoyed most are the ones where I’m learning as much as I’m teaching. When a team works well and actually enjoys the work, the output is better and the story afterwards is better too. That matters more than most people give it credit for.

My brain doesn't really switch off. Some people find that exhausting — I find it essential. The constant background hum of ideas turning over is where my best thinking comes from.

And when I'm thinking, I like to talk. To test ideas, to challenge them, to hear what someone else makes of them. I've been told it's one of the things people value about working with me — though I suspect they're just being polite.

I'm based in the Midlands, surrounded by countryside — which suits me fine. I've been married for 31 years, and we have two kids: a teenage son and a daughter who's not far behind.

When I'm not designing, I'm usually cycling, running, or in the gym. Most weekends involve a family walk that conveniently ends at a pub. And if I ever find myself with a spare afternoon and no screen in front of me, I'd love to get back to painting. One day.