Although I've worked in far-flung places as a senior creative, I hail from a small place in Scotland called Fort William, deep in the beautiful Highlands.

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Design is at the heart of everything I do — from print in magazines, and books to digital in branding and marketing. Design principles such as hierarchy, typography, colour theory and navigation have been my backbone.  I like to start every project by understanding my target audience and then creating a strong, consistent, dynamic, and easy-to-follow visual style. Engagement must be consistently high from the start to the end of a customer's journey for it to convert or create a genuine connection. One way for me to achieve this is to immerse audiences in great storytelling that resonates with them, which can foster a relationship based on shared values and loyalty. 

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Digitally, my visual skills have had to adapt to an omnichannel perspective, as most brands are now extended and accessed from numerous different touchpoints. With the use of good UX and UI testing, more can be discovered, such as customer personas and journeys. For me, this is truly essential for their digital experience to become everything it can be.

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I hope to be inspired and pushed in different directions whilst working on new and exciting projects that resonate deeply with me.