Design-Led Solutions Builder · AI Solutions Strategist
Creative Technologist · Brand Systems · Front-End Engineering · AI Workflows
I identify business friction and turn it into useful systems, stronger brands and practical digital tools.
I work inside a high-volume technology environment where the bottleneck is rarely the idea — it is the process around it. I rebuild the workflow, not just the artwork, so more work ships without the standard slipping.
I maintain brand governance for major technology brands and apply the same discipline to smaller ones. The aim is blunt: a company should look as capable as it actually is, at every touchpoint a customer or partner sees.
Ideas that stay in a deck do not count. I design and build the thing — live sites, working tools, shipped products — which means I answer for how it performs, not only how it looks.
Discover · Define · Design · Build · Improve
Senior Multi-media Designer / Design Lead · 2016–Present
I lead brand, campaign and multimedia execution across a high-volume technology environment, supporting Samsung, Mecer, Apple, Epson, Lenovo, Huawei, Zebra and Ricoh under demanding deadlines while holding brand governance and commercial accuracy. I guide junior designers, raise the standard of what leaves the studio, and keep introducing AI-assisted workflows where they measurably speed the work up without costing judgement.
Choose a client to see the work in context.
Each one taken from positioning and structure through interface design to a live, hand-built front end — not assembled from a template.
I care more about whether the work holds up than whether it was quick to make. Most of my time goes into the unglamorous part — reworking something that is already fine until it is actually right, and being honest with myself about the difference.
If I can find the weak point, so can a client and so can the market. I would rather pull something apart myself and rebuild it than defend a version I already know is soft. Being able to critique my own work honestly is the most useful habit I have.
The last step is where the real work happens. I cut what is decorative, tighten what survives, and keep going until a thing is clear rather than merely finished. Deadlines are real and I meet them. The standard is the part I will not move.
Handing a design over and hoping it survives implementation was never good enough, so I learned the front end. Carrying work from first sketch to a live build means fewer compromises and fewer decisions made by someone who was not in the room. The work spans technology, hospitality, sport, non-profits, creators and independent brands.
Most projects cross disciplines. I can take them from strategy and concept through design, production and launch without losing the thread halfway.
Positioning, naming and the systems that keep a brand coherent as it scales.
Integrated campaigns that hold together across digital, print, retail and social.
Websites, landing pages and product interfaces, designed, prototyped and built.
Logo animation, campaign motion and short-form built as part of the system, not bolted on afterwards.
Board decks, pitches and the internal communication that carries a decision.
Frontier and agentic models applied to research, ideation, production and workflow automation — without replacing judgement.
Each one started as a problem in my own workflow. I designed and built the solution.
Design is not decoration. Done properly it removes friction, sharpens how a company is understood, and turns intent into something people can actually use.
Logo animation, campaign motion and short-form, produced as part of the brand system rather than commissioned around it.
I create brand films, music videos and visual experiments from concept to final cut, using AI generation as part of the production process. I also publish the work and how it was made across two channels.
Gemini
Kling
Higgsfield
Premiere Pro
CapCut