Branding, Visual Design, UI
Role: Senior Designer
Agency: Virtue (Vice Media)
I had the privilege of redesigning Goal, a leading football news platform with 79.7 million monthly visits globally, to elevate its brand identity and user experience. The refresh included updates to the logo, typography, and a bold yet refined colour palette, giving a modern twist to classic football hues and ensuring a distinctive, ownable look.
A full UI overhaul for web, mobile and native apps focused on responsive, user-friendly interfaces, enhancing navigation and engagement across all devices. This project demonstrates my ability to balance branding, creativity, and functionality in high-traffic digital spaces.
Goal.com
Branding, Art Direction, UX/UI
Role: Senior Designer/Art Director
Client: Donkeywell Forge
Agency: Little Big Agency
Photography: Pete Helme
I had the opportunity to design the new visual identity for Donkeywell Forge, an independent, founder-owned business renowned for its masterful blacksmithing and bespoke metalwork. The brief was to create a brand identity that reflected their heritage of traditional craftsmanship while embracing a modern aesthetic. The result is a visual language that balances timeless artistry with contemporary appeal, capturing the essence of Donkeywell Forge’s unique craft.
Branding, UI, UX
Role: Senior Designer
Agency: Direct engagement
I worked on a rapid rebrand and website redesign for Brand Impact Group (BIG), a B2B agency specialising in creative content and technology experiences that transform how people connect with brands. The challenge was to create an identity that emphasized the agency’s ability to deliver big, impactful results while maintaining the personalised service of a small agency.
The new logo is a minimalist wordmark, with the acronym ‘big’ set in lowercase to reflect this duality. A classic italic serif font adds a sense of heritage and confidence, while a bold yellow dot acts as a distinctive brand device, injecting energy and focus into the visual identity.
For the website, the client wanted a departure from the usual clean, white layouts common in the industry. The result was a bold, high-contrast one-page site designed to make an immediate impact, aligning with BIG’s mission to create measurable brand success.
brandimpactgroup.co.uk
UI, Visual Design
Role: Senior Designer
Client: Adidas
Agency: Havas CX
As Visual Designer for the Adidas Creator Studio, I helped create a microsite for a groundbreaking campaign that empowered fans to design the 2017/18 third kits for six of the world’s biggest football clubs, including Manchester United and Real Madrid. Fans submitted over 260,000 designs in three weeks, with 3.8 million unique visits to the site. The top designs were voted on by fans and selected by iconic players, showcasing Adidas’s commitment to creativity and fan engagement.
UI/Visual Design
Role: Senior Designer
Client: Subway
Agency: Havas Helia
As part of Subway UK’s 2017 brand refresh, I led the design of the Subcard App, transforming the traditional loyalty card into a mobile experience. The app allows users to earn and redeem points, access offers, explore menu options, and locate stores. A key feature, Subsquad, incentivised group purchases, increasing customer engagement and visit frequency. The initiative drove significant in-store footfall and won multiple awards.
UI/Visual Design
Role: Senior Designer
Client: Pets at Home
Agency: Havas Helia
Pets at Home, the UK's largest pet supplies retailer, sought to revamp their eCommerce platform to reflect their friendly, warm brand identity. I spearheaded the complete redesign of their website, ensuring it mirrored their offline brand guidelines and improved the online shopping experience. The new site offers intuitive navigation and a welcoming aesthetic, aligning with the brand's commitment to pet care.
Branding, Visual Design UI/UX
Role: Senior Designer
Client: Hush Kitchens
Agency: The Little Big Agency
I had the pleasure of designing the new brand identity and website for Hush Kitchens, a Cotswolds-based company renowned for blending traditional hand craftsmanship with state-of-the-art precision engineering. The brief was to create a visual identity and digital presence that captured this unique balance, highlighting Hush’s bespoke, high-quality kitchen designs.
hushkitchens.com
Branding, UX/UI, Visual Design
Role: Lead Designer
Client: Hula
Agency: Independent
Hula is an app designed to streamline appointment bookings between customers and local businesses. I crafted a seamless user experience, employing Material Design principles to create an intuitive interface. The app features easy navigation and filtering, allowing users to browse services and manage appointments effortlessly.
UI/Visual Design
Role: Senior Designer
Client: easyJet
Agency: Havas Helia
As Europe's leading airline, easyJet sought to enhance customer loyalty through data-driven strategies. I designed a comprehensive CRM campaign featuring personalised email communications that provided booking information, promotions, upgrades, and third-party services. This initiative ensured customers remained informed and engaged throughout their travel experience.
UI/UX, Visual Design
Role: Senior Designer
Client: McDonald's
Agency: The Marketing Store
For the six-week McDonald's Monopoly Prize Choice promotion, I conceptualised and designed all digital elements. The campaign offered customers the chance to win various prizes, enhancing engagement and driving sales through an interactive and enjoyable experience.
UI/Visual Design/Art Direction
Role: Senior Designer/Art Director
Client: Heineken
Agency: M&C Saatchi Abel
I redesigned Heineken’s South African website to align with strict international brand guidelines while catering to the local market. The site was recognised as 'Best Global Practice' by Heineken International and set the standard for other global territories.
Visual Design, email design
Role: Senior Designer
Client: English Heritage
Agency: Havas Helia
Facing a decline in new memberships, English Heritage aimed to rejuvenate their recruitment approach. I designed targeted campaigns—including emails, door drops, ads, and social media content—that showcased the benefits of membership. By bringing historic sites and events to life in a personal and relevant manner, these efforts successfully attracted and retained members.
