I'm a Welsh-born half-Chinese Goth, Art History geek and Feminist. Tricky to imagine I know, but stay with me.
After 8 years in London (starting out at Courtauld Institute of Art, moving onto Central Saint Martins, a 5 year stint at M&C Saatchi and many fun freelancing gigs), I now live in New York. I spent a few years working at Anomaly NYC before making the move to Refinery29 as Creative Director, now 2 years ago.
I'm a Frankenstein Creative, born out of an international outlook and the changing industry - and as such the job I’ve created for myself is made up of many roles. I like it this way. The stuff I'm really good at includes: creative leadership, concept creation, trend analysis and forecasting, visual strategy, art curation, talent commissioning, art direction and brand identity. From conceptualizing interactive installations to curating brand books. From art directing photoshoots to digital influencer strategy, I am all about crafting brand experiences.
I work with creative teams to relentlessly lead and improve conceptual clarity and visual refinement across brand identity – constantly crafting new ways to bring brands to life, because a good idea is nothing unless you can feel it. I also love discovering and working with new and exciting artists, brave people who want to build something original. I hunt for these people every day. The weirder the better.
Through everything I do I want to make work and prompt ideas that ask people to feel something, challenges them to think differently. Branded communication is a powerful tool for good and when used elegantly can shift perceptions and behaviors. This has been the focus of my work for the past few years, mission driven marketing.
Above all I believe that what we do should be disruptive, provoke thought, and then always be fucking beautiful to look at.