I’m a designer at heart with a background in industrial design, brand identity, and advertising. Over the last 12+ years I’ve helped shape and rebrand more than 100 clients across the UK, Europe, Australia, and the US, blending design thinking with content creation, performance marketing, and Shopify scaling to grow direct-to-consumer businesses.

My own journey into D2C began after being made redundant twice in one year - a turning point that pushed me to start my first design business at 22. That led to collaborations across multiple continents, two product design awards for a Disney product I created, and eventually, the founding of SLOWE Living in 2019: a furniture and lifestyle brand rooted in UK manufacturing, brand storytelling, and design history.

Outside of building brands, I draw inspiration from 1970s LA architecture, counter-culture, 1960s Danish Modernism, and 1990s industrial design. I’ve lived in Copenhagen, Tokyo, Switzerland, and Argentina before the age of 30 (ask me about the time I ended up in a hot tub with the Yakuza).

For me, design and business aren’t separate from life, they’re part of how I like to experience travel, create, and connect with people.

I’m a strategic creative and brand builder who approaches every project with the mindset of a founder. My work blends design, storytelling and digital strategy with the practical realities of scaling a modern e-commerce business. I’m interested in how brands make people feel, but equally in how they function, convert and grow.

Most businesses reach a point where paid marketing alone can’t carry the story anymore. They have a great product but not yet a brand people emotionally gravitate toward. I help founders and teams build the worlds, systems and narratives that shift their growth from paid-driven to brand-led, creating long-term value beyond the next campaign.

Many of the founders I work with reach a moment where their brand feels undefined or fragmented. They sense that the product is strong, but the story, identity and digital experience aren’t fully communicating who they are or what they stand for. They want to feel more coherent, more intentional and more confident in how they show up visually, verbally and emotionally. They also want to create content that resonates with people, not just fills a schedule, and an identity that naturally attracts the right partners, customers and cultural opportunities.

My role is to bring clarity to that moment. I help brands articulate their essence, refine their narrative, and build a visual language that feels considered and distinctive. I also support teams in strengthening their digital presence so the brand world carries through calmly and consistently across web, content and social. The goal is for the brand to feel like a place people want to spend time in, not just a shop window.

Although my work is rooted in brand building, I understand the realities of modern e-commerce. Clear storytelling, thoughtful design and a cohesive identity naturally support better conversion and more efficient paid spend. When a brand feels aligned and confidently expressed, performance improves almost as a by-product. My focus is on creating that long-term value, a brand that feels culturally relevant, emotionally resonant and commercially grounded.