About

I’m an Executive Designer based in London, with over 15 years of experience creating brands that people love and remember.

My work spans the full brand journey, from defining strategic foundations to crafting bold, expressive identities. I help businesses grow into culturally relevant brands through design that’s emotionally resonant, visually distinctive, and built for the real world.

I believe brand is a system of experiences, not just a logo or a set of guidelines. That’s why I work fluidly across disciplines, connecting strategy, storytelling, and design to build brands that are both meaningful and adaptable.

My background blends art direction, graphic design, and brand strategy, shaped through global roles in creative studios, advertising, and brand consultancies. I’m hands-on from the start, ensuring every idea is rooted in insight and brought to life with clarity and craft.

As a White-Asian female creative, I also care deeply about representation in our industry. I mentor younger designers and advocate for inclusive, collaborative environments where creativity can thrive.

I design with people in mind. Brands that not only look good, but live well in the world.