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I’m a digital design consultant specialised in bringing SaaS brands to life.


I love working with smart and brave business people who know that as well as a great vision, some serious grit and a sense of humour, they need original creative thinking and intelligent human-centered design to succeed.

I’ve got over 2 decades of experience as a creative director and lead designer in Amsterdam, London and Wellington working for global brands like Puma, MTV, BBC, and Volkswagen and the more local ones like Whittaker’s Chocolate, Deloitte Private, Totara Learn, and the Institute of Directors. With my team at Salted Herring I’ve built a reputation for delivering distinctive and effective creative work that gets noticed. For this I’ve collected a decent amount of precious metal along the way and have been invited on numerous design judging panels.

Increasingly my focus is shifting to SaaS B2B, an exciting growth area for NZ, where I’ve gained deep knowledge & experience over the years. As a virtual Creative Director / Design Lead I now work closely and collaboratively with the decision makers and their teams to translate their purpose, passion and point of difference into a strong brand expression that carries through the full spectrum of digital touch points. This ranges from rich brand story telling to beautifully crafted user experience design of the product itself.

With one foot in digital and the other in brand I occupy that sweet spot between understanding the possibilities (and limitations) of technology and the emotional power of storytelling. I’ve got an endless appetite for solving hard problems, a huge amount of ‘putting yourself into the user’s shoes’ (aka empathy) and plenty of salty goodness to bring to any project.

Have a project you could use some help with?
Get in touch.