Creative Strategy | Art Direction | Branding

I bring a refined mix of creative instinct and strategic clarity to every project. With a background that bridges luxury fashion, marketing analytics, and high-concept visual storytelling, I specialise in crafting brand strategies that not only look elevated—but resonate.

My work lives at the intersection of: branding, creative strategy and art direction.

  • Branding: Developing identity systems that feel intentional, directional, and enduring.

  • Creative Strategy: Grounding ideas in research, insight, and performance goals—whether it’s repositioning a heritage brand or launching a new voice into the market.

  • Art Direction: Designing visual worlds that tell stories across digital, print, and experience—combining editorial flair with commercial impact.

Through experience at Condé Nast College, Bessette.co.uk, Art Partner, and more, I’ve honed the ability to blend data with design, making me just as comfortable in brainstorms as I am in Figma, Photoshop, or a campaign rollout. My added strength in social media marketing (Instagram, TikTok, Pinterest) helps amplify ideas across the platforms where culture moves fastest.

Whether it’s a high-fashion campaign, an editorial concept, or brand strategy, I bring a lens of intention, clarity, and elevation—tailored to your audience and goals.

Under the Hood..

I didn’t always know I’d end up in creative direction. I actually began on a path toward medicine—drawn in by a love for science and structure. But everything shifted at university when I joined the fashion society. It awakened something instinctive in me: a love for styling, visual storytelling, and creating worlds through clothes.

That spark turned into action—I directed fashion films, led editorial shoots, and explored fashion not just as an art, but a voice. My first Master’s at Condé Nast College of Fashion & Design helped refine those instincts into skills. I immersed myself in the creative tools—Adobe Creative Suite, Canva, Photoshop, Figma—and discovered a passion for branding, cohesiveness, and high-fashion visual language.

But the scientist in me still craved depth. So I pursued a second Master’s in International Fashion Marketing, where I learned how to make creativity work strategically: understanding the consumer, shaping brand narratives, and developing campaigns that move the needle.

Now, I bring together the best of both worlds: instinct and analysis. Concept and context. From visual direction to strategy, I help brands connect with audiences—visually, emotionally, and commercially.

When I’m not working, I’m exploring a new city, brushing up on Mandarin or French, or moodboarding my next shoot inspired by a cultural reference I just discovered.