Stories have been an important part of my life from an early age, not just the narratives themselves but also the way they gradually and creatively unfold. The most captivating stories for me are always those that are drawn from real life, not necessarily from the most famous or most obvious heroes - I am inspired by everyday people, whose energy and vision bring perspective to my own life.
In every movie, every novel, every picture, there is a story. As a young art student, I came to realise that I was fascinated by the juxtaposition of words and pictures. I began a career in print media in order that I could be surrounded by people who capture the essence of the everyday. As a creative director, working with leading editors, artists, photographers, writers and fashion editors, at renowned national newspapers and magazines, I helped shape the identity of titles such as Time Out, Arena, Elle Decoration, The Observer Magazine, Nova, and The Guardian Weekend.
This early exposure to the world’s most creative and thought-provoking storytellers allowed me to view the world as they did, as an expression of art, and drove me to embark on a new chapter of my career, as a creative brand director. Working alongside CEOs, CMOs and founders of iconic global brands including José Neves of Farfetch, Natalie Massenet of Net-a-Porter, Nick Robertson of ASOS, Dick Hayne of Urban Outfitters and leading entrepreneur Marcia Kilgore, I synthesized the DNA of their brands and brought them to life, with culturally relevant yet challenging concepts that grew and matured their businesses.
How? I remain a dreamer. Discovering the intrinsic personality of a brand is like creating a movie. You need to find the right cast, set and dialogue to capture your audience’s attention. In precisely the same way, I convene the right ingredients to bring a brand to life. I develop creative partnerships outside the bounds of convention – working with artists across all disciplines, from diverse backgrounds and all generations, to tell the unique story of each brand, because each brand has one.
I’m also a champion of fresh ideas, and as a visiting lecturer at Central Saint Martins, I am overwhelmed by the energy and passion of the next generation because their voice allows us to reimagine our own ideas. Like me, they’re curious, see the funny in the everyday, are open to change and listen acutely. I live by these principles.
WHAT INSPIRES ME THE MOST IS LEARNING FROM LIFE-STORIES; FROM THE GREATEST, TO THE SMALLEST AND ALL OF THOSE IN BETWEEN.