ABOUT

Originally from Cambridge, now living in London. My career started all thanks to the Royal Society of Arts when I won their award for packaging design.

The RSA brief was to design a range of pet food packaging. Inspired by our family dog, who took particular exception to postmen. My concept ‘Postman’s Prime Chunks’ was born. Styled using cues from Royal Mail stickers, envelopes and tubes, I even created startled postman-shaped biscuits from modelling clay. I was delighted the design won the award. This led to a short work placement within the John Lewis HQ design team – a shock to the system having to be fully suited and booted straight after university.

A few years later, I was invited to sit at the RSA judge’s table on the very same panel that awarded me that prize. I could completely sympathise with the finalists at interview stage. I was later invited to join the Fellowship of the Royal Society of Arts.

The placement at John Lewis seemingly went well; it became 8 years of permanent employment. It was also a great time to join the business as it grew into the confident brand it is today. Our team designed everything from their first home catalogues to Waitrose packaging.

But despite the profit share bonus, 25% discount and the Partners’ Dining Room (roast lunch £1.19), it was eventually time to move on. Partly because I’d gained a stone in weight (pudding & custard 19p), but mainly to broaden my experience.

After some agency hopping, seeing the good, the bad and the ugly (mentioning no names; it’s a small world) a great opportunity came along: ”Help build a retail-focused team within Tag Worldwide.” I needed time to consider the offer - after 4 seconds, I agreed.

Starting with a team of five in 2010, we quickly grew into a busy studio, winning pitches and expanding existing accounts. The work ranged from retail campaigns and product launches to pitch-winning presentations and global POS toolkits. I still work there today, designing for global brands, in the heart of Soho, London.