I'm an independent brand design director, specialised in building strategic and expressive identity systems.
With over a decade of experience delivering strategic and visual identity solutions across F&B, hospitality, FMCG, and creative service industries, I specialise in crafting brand narratives, positioning frameworks, and cohesive visual systems that translate business goals into impactful design – from packaging to full-scale branding ecosystems.
As a solo operator, I lead projects end-to-end. My work blends strategic thinking with meticulous execution, consistently supporting long-term brand equity and consistency across channels. I also collaborate as an embedded consultant, integrating seamlessly into client teams to offer dedicated in-house-level brand and design expertise on both strategic and executional fronts.
Notable clients include GEIST BREWING CO., where I currently provide comprehensive creative direction and brand stewardship. I was previously founder and creative director at FRISK, a boutique creative practice.
My work has been featured and recognised on platforms like Ladies, Wine & Design and Rolling Stone India.
I am meticulous and systems-oriented, but I also place great value on hands-on creativity, which is why I am a KNITTER. It helps me connect with craft, material, and process in an analog way.
I work best with teams who are curious, open-minded, and committed to building brands with intention.