When first starting out, Apple computers were the latest ‘gimmick’ for creating design and layout – loaded with the latest software: QuarkXpress, Freehand and Photoshop version 2. Hours were spent looking through books of stock images or the ‘trannies’ from the last photoshoot. Selections were sent away for scanning before they could be incorporated into the project. And as the internet hadn’t been invented, artwork was saved on disks and couriered to the print shop. Back then a designer was just a someone making things look good on paper.

But to survive the industry, it’s been important to keep up with trends and advances in technology. This is most noticeable now, in the digital and social media age – No longer can we be a specialist in just one thing, we’ve needed to evolve into ‘Swiss Army knives’, combining multiple disciplines such as, branding, art direction, digital, film, and motion, just to keep up. My approach has been to become a jack-of-all-these-trades and combine them with the solid design basics and experience I’ve mastered over the years.

After an initial 10 years working in the UK, I went to live in Stockholm where I first worked as an Art Director, and later set up my own shop, working on a variety of projects with global brands, covering all aspects of creative, content and production. Post pandemic I have returned to the UK, and currently freelancing while I plan my next big chapter. If you have an opportunity or project to collaborate on, feel free to reach out.