CREATIVE DIRECTION & ARTISTIC INNOVATION
Creativity isn’t just about aesthetics, it’s about telling a story, evoking emotion and leaving a lasting impact. Throughout my career, I’ve fused art, design, and strategy to build compelling brand identities, immersive experiences, and visually driven campaigns that stand out. My approach combines cultural awareness, artistic intuition, and technical expertise, allowing me to develop unique concepts that resonate. Whether it’s crafting an entire brand universe, executing a high-impact campaign, or transforming a physical space, my focus is on pushing creative boundaries while maintaining clarity and authenticity.
Every project I take on is an opportunity to challenge conventional ideas and redefine artistic expression in ways that connect deeply with audiences. My work spans multiple disciplines, from fashion to music, branding to experiential design, ensuring that every visual and conceptual element aligns with the essence of the brand, artist, or space.
RECORD BREAKING EXPERIENCE
In the world of experiential design, I had the privilege of playing a key role in securing a Guinness World Record for the world’s smallest nightclub. This project wasn’t just about breaking records—it was about redefining what an entertainment space could be.
From conceptualising the intimate, high-energy atmosphere to curating the music and aesthetic, I ensured that despite its compact size, the nightclub provided an experience as immersive as any full-scale venue. It was a masterclass in maximising impact within constraints, proving that creativity is not limited by space but by imagination. The result was a space that became an icon… an experience that guests still talk about today.
SPACE DESIGN & CURATION
Spaces tell stories, and I’ve had the privilege of collaborating with bespoke interior designer Jack Freeman to bring highly curated and visually striking environments to life. Together, we’ve developed spaces that are not only aesthetically compelling but also deeply functional and emotionally engaging.
Every space we design is built on the foundation of:
Aesthetic harmony ensuring that every element, from textures to lighting, works cohesively.
Purpose driven design in creating spaces that enhance experiences and provoke emotion.
Immersive storytelling with designing environments that feel like stepping into a narrative, rather than just a location.
Whether it’s a retail environment, creative workspace, or an intimate performance setting, my approach is rooted in understanding how people interact with their surroundings and shaping spaces that elevate their experience.
APRICITY
FASHION & EDITORIAL STYLING
Fashion and photography serve as powerful mediums for storytelling, where every detail, whether fabric, lighting, or movement all contributes to a larger narrative. My work in this space is about more than just styling; it’s about constructing visual stories that evoke emotion, communicate identity while leaving a lasting impression.
Collaborating with photographer Ned Simes, I have curated editorials that merge artistic vision with contemporary aesthetics, ensuring that each frame captures an essence beyond what is visible. My approach is in understanding the nuances of design, composition, and cultural relevance. Allowing myself to shape narratives that extend beyond the image itself. Styling, to me, is about character building. It is about selecting garments that align with the energy of the subject, directing shoots in a way that draws out authenticity and crafting visuals that feel organic yet refined.
In a world saturated with imagery, true impact comes from intention. My work aims to transcend trends and instead focus on creating timeless visuals, where fashion becomes a medium for storytelling rather than mere aesthetic expression. Whether working on editorials, commercial projects, or creative direction for individuals, my goal is to always craft a story that resonates and endures.
BRAND IDENTITY & VISUAL STORYTELLING
A strong brand identity is not simply a visual composition; it’s an experience, an emotion, a carefully curated ecosystem of elements that together communicate a singular voice. Brand development is about distilling the essence of a business or creative entity and translating that into a compelling visual and conceptual identity.
Every brand has a story, but not every brand knows how to tell it. My role is to bridge that gap, shaping not just the way a brand looks but ultimately the way it feels and how it engages with its audience, how it expresses its values and how it establishes a presence in an oversaturated digital landscape. Whether through rebranding initiatives, content curation, or visual storytelling, I ensure that a brand’s identity is not just cohesive, but intentional.
In an age where attention is fleeting, a brand must be more than aesthetically appealing… it must be memorable. By focusing on both the macro and micro details of brand identity, from overarching narratives to the intricacies of social media curation, I work to create experiences that linger beyond the screen. A well-crafted brand is not just seen, it is felt, and that is the standard I set for every project.
MUSIC & ARTIST DEVELOPEMENT
Music is one of the most visceral forms of self expression existing at the intersection of sound, emotion, and identity. My role in artistic development is to help musicians refine not just their sound, but their sonic and visual identity as a whole, ensuring that every artistic decision is an extension of their truth.
Working alongside artists, I take a deep dive into their influences, personal narratives, and creative ambitions, shaping their brand in a way that is both authentic and distinctive. A musician is more than the songs they create; they are a storyteller, a visual presence, a cultural voice, and all of these elements must align to build a lasting career.
From refining an artist’s sonic identity to conceptualising album visuals and performance aesthetics, my approach is holistic, ensuring that every touchpoint from their music to their visual presence feels intentional and unified. In an industry that thrives on reinvention yet demands authenticity, my work is about helping artists craft identities that are not only distinctive but deeply resonant.
PUSHING CREATIVE BOUNDARIES
Creativity is not a skill.. it’s a perspective, an instinct, a way of navigating the world. Across fashion, branding, music, and beyond, my work is driven by a fundamental belief in the power of storytelling. The idea that true creative impact is found in narratives that move people, challenge perceptions, and leave an imprint.
My projects are more than exercises in aesthetics! they are explorations of identity, emotion, and cultural relevance. Whether I am directing a brand’s visual presence, styling a shoot, or working with an artist to shape their sound, my focus is always on depth, authenticity, and connection. In every industry I touch, my mission remains the same: to create with intention, to push boundaries, and to redefine artistic expression in a way that is both innovative and enduring.