A hands-on Creative Director with strategic and commercial nous. Producing creative that has supported Made.com through 40% growth year on year.

Building a challenger brand from the ground up

  • Role
  • Creative direction
  • Art Direction
  • UX/UI

Made.com brand Identity

Joining as employee number one of the founding team; I worked directly with the CEO and CCO on the creative expression of all things Made.com - Values, identity, imagery, tone, website, advertising.

Project Highlights

  • A brand identity that has helped to launch an unknown an unknown start up to an European business which reports £127m (2018)
  • Building a successful multi-disciplined creative team, from 0 to 35 across design, content, motion, art and production

Defining digital experience

  • Role
  • UX
  • Visual Design Direction
  • TEAM CREDITS
  • CTO - Andy Skipper
  • Visual Design - Laurene Boglio
  • Lottie Jones

Made.com Site

Partnering with the CEO and CTO. We worked together to define the UX and visual design of the site from start up to year 5 of trading (Turnover of £64m, 2015).

Project Highlights

  • Remained hands-on visual lead until the creation of a dedicated Digital Experience team.
  • Continue to collaborate closely with the DX team, providing design direction where required and consulting on all aspects of brand proposition on site.
  • Member of the Senior Site Steering advisory team where roadmap and site strategy is defined.

Making campaigns that support year on year growth

  • ROLE
  • Concept
  • Creative Direction
  • TEAM CREDITS
  • Production - Creative Blood
  • Senior Art Directer - Becky Smith
  • Photographer - Jan Lehner
  • Motion - Shimmy Ahmed
  • Styling - Amy Stickland
  • Wardrobe - Aurelia Donaldson

Made.com Advertising

I get stuck into all things campaign related - ideation, copywriting, art direction, production and management of our partners. 


Project Highlights

  • Drilled to produce creative which gets results. All campaign creative is measured for growth in:- brand consideration, equity values (i.e. “design) and organic traffic.
  • Producing European campaigns from a range of budgets, everything from £5k - £200k.
  • Global creative management of campaigns across Europe.
  • Presenting concepts to senior team (C Suite to Country Managing Directors) and fielding and addressing concerns.

Shooting imagery that sells

  • ROLE
  • Creative Direction
  • Head of Production
  • Team Credits
  • Senior Creative Producer - Denise Viljoen
  • Senior Creative Producer - Madeleine Cheney
  • Creative Producer - Isabelle Kilby
  • Creative Producer - Camille Freemantle
  • And a roster of talented Photographers
  • Art Directors and Stylists

Made.com Studios

Creating persuasive imagery is critical for any online purchase experience. Since the brand’s inception, I have been responsible for photographic services - building studios, team infrastructure, interdepartmental workflows and visual guidelines from scratch.

Project Highlights

  • Building a multi-disciplined production team which can steam through 44,000 images a year.
  • Management of brand creative production budget - £1.4m.
  • Blending in-house and external talent across Producers, Photography, Art Director, Stylists and Retouch.
  • Creating a workflow that offers more imagery per SKU than any other furniture e-tailer.

Delivering a new tone of voice

  • Role
  • Copy Direction
  • Brand Management
  • TEAM CREDITS
  • Consultant - Ed Sowerby
  • Senior Copywriter - Leila d'Angelo

Made.com Tone of Voice

Briefed linguists and tone specialists to create detailed guidelines covering all aspects of communication.

Project Highlights

  • Led stakeholder workshops with senior and wider teams within the business
  • Developed interdepartmental team champions with ‘train to be a trainer’ workshops to consolidate tone.

Creating a memorable visual identity

  • My role
  • Creative Direction:-
  • Campaign Concepts
  • Product Curation
  • Talent Selection
  • Art Director
  • Team Credits
  • CCO - Chloe Macintosh and Jo Jackson
  • Creative Design Manager - Jack Newman
  • Senior Designer - Laurène Boglio
  • Made Creative Production team
  • A roster of talented Photographers
  • Art Directors and Stylists

made.com vault

Arresting visual imagery has been part of the the Made DNA from the outset.
Here are some of my faves, all of which would not be possible without my awesome creative comrades at Made.