About

I am a graphic designer and Creative Brand Manager with over twenty years of experience shaping visual identities, mostly within the food and drink sector. My day-to-day work spans a bit of everything: comprehensive brand strategy, specialised food photography, illustration, and large-scale exhibition design. 

Currently, I lead the creative direction for DELI LITES Ireland. My focus is on bridging the gap between a great creative concept and commercial reality—whether that means launching new product ranges, art directing trade show stands, or building integrated digital campaigns.

For me, design isn't about ego. It’s about solving real business problems and making complex ideas feel simple, fresh, and market-ready.

My path through the industry has given me a really well-rounded perspective. I spent a decade spearheading corporate branding and internal communications at PwC in Dublin, which taught me how to manage large-scale brand systems and work comfortably alongside senior leadership.

Driven by curiosity and a desire to build something of my own, I also took a step away to establish and run my own personal training business. Operating a venture from scratch gave me hands-on experience in business operations, client management, and commercial strategy—skills that deeply inform how I lead team cultures and manage creative projects today.

As a manager and collaborator, my approach is straightforward. I believe the best results come from clear communication and smooth processes. Whether mentoring a team, collaborating with R&D on packaging, or coordinating with external print and structural build partners, my goal is to keep things grounded, efficient, and aligned with the bigger picture.

I bring energy, clarity, and a steady hand to the process, ensuring that the journey from a rough initial sketch to a major rollout is professional and collaborative.

Creative Brand Management: Leading visual direction, shaping cross-functional campaigns, and aligning design with customer insights.

Brand & Packaging Systems: Developing comprehensive visual languages, logos, typography, and functional retail packaging.

Food Photography & Art Direction: Composing, lighting, and styling premium imagery that elevates commercial product lines.

Spatial & Exhibition Design: Translating digital brand identities into high-impact, physical 3D spaces for trade shows.

Bespoke Illustration: Bringing custom, hand-crafted artwork to commercial projects to give them a distinctive human touch.

If you have an upcoming project, want to collaborate on a brand system, or simply want to talk through a creative challenge, please do get in touch.