Approach

Architecture, technology, entrepreneurship, culture and independent research have each expanded how I think about people, systems and design. Together, they’ve shaped the way I approach every problem I solve.

I began in architecture and engineering, coordinating multidisciplinary teams on landmark developments alongside some of the world’s leading architects, where I learned how complex systems are conceived, orchestrated and delivered.

From there I joined Apple, working across product, editorial, storytelling, platform experience and developer growth. Collaborating across product, design, engineering, editorial, business and developer teams showed me how world-class organisations connect technology, creativity and human behaviour - shaping not only products, but the ecosystems through which millions of people discover, understand and engage with them.

Founding SKNYbottle taught me how to build from first principles, taking an idea from concept to market while balancing product, brand and business.

Leading creative direction at BAPS for large-scale experiences expanded that perspective again, bringing together narrative, design and event experiences for audiences of hundreds of thousands.

Alongside every professional chapter has been another, quieter one: independent exploration. I continually investigate AI, behavioural science, health and emerging technologies, not because they’re part of my role, but because curiosity has always been how I learn.

Today, I help organisations connect strategy, creativity, technology and human experience, transforming complexity into products, brands, services and experiences that people can understand, trust and connect with.

For me, design has never been confined to a single discipline. It’s a way of making sense of the world.