My life is an open {Mac}book
“Don’t make something unless it is both necessary and useful. But if it is both necessary and useful, don’t hesitate to make it beautiful.”
— The Shaker design philosophy
Story time
I always come back to this quote because it captures something essential about design: design is not decoration. Unlike fine art, which can exist purely for expression, design must serve a purpose: typically to communicate something. The role of design is to enhance that communication, making it clearer, more engaging, and more effective. If the result is also beautiful, that’s a valuable by-product, but not the primary goal.
Shaker chair
This means that at the start of any project, I ask myself: “How can I add value?” And with each design decision that follows, I keep returning to the same question: “Does this add value?” If it doesn’t, it probably doesn’t belong.
When it comes to web design, the Shaker philosophy reminds me to keep the user at the centre of the process. The Shakers valued simplicity, elegance, and quality, without excess or ornamentation. To me, that translates into clear, intuitive usability. Good design isn’t about adding more; it’s about refining until what remains is essential. When the content is easy to access and the experience feels seamless, the design has done its job.
Trusted by global brands
Remember books?
After completing a degree in Journalism (Advertising), I discovered a growing hunger for design knowledge. Working alongside art school graduates, I often felt like they were speaking a foreign language: the language of design.
Determined to catch up, I immersed myself in every design book I could find. I became particularly fascinated by typography in editorial design (Jan Tschichold), the visual display of quantitative information (Edward Tufte), and grid systems (Josef Müller-Brockmann). That deep dive into the principles and mechanics of design not only sharpened my skills but also shaped how I approach every project; not just learning the rules but when to break the rules.
Foundations
My first job out of university was at a newspaper, where the design constraints were sharp, often just one colour in the palette. While it seemed limiting at first, I quickly learned that creativity thrives within restrictions.
Early days: newspaper layout
From there, I moved into presentation design, which turned out to be a natural stepping stone to web design. Working on presentations forced me to consider how colour behaves in different environments (additive versus subtractive colour) and how to make designs perform even when I didn’t have full control over the final delivery medium. That experience helped me understand how to design for flexibility and clarity, laying the groundwork for working across a range of digital and print media.
My relocation to the West Coast coincided with the dot-com boom, and sensing a growing demand for web skills, I returned to school to pursue a qualification in User Experience and Web Design at UC Santa Cruz. The program deepened my expertise in modern techniques like progressive enhancement, inclusive design, and user experience while also strengthening my grounding in graphic design fundamentals, from composition and typography to colour theory and 2D design.
Beyond the brief
My web design philosophy balances brand objectives and usability with the power of interactivity to create delightful user experiences. Where fitting, I incorporate small, unexpected elements that reinforce brand messaging.
Leading and mentoring
In recent years, I’ve had the privilege of leading larger projects and building teams of both junior and senior designers and developers. Early in my career, I thrived on being hands-on and in control of the creative process. But as I transitioned into leadership, I discovered how rewarding it is to pass on the knowledge I’ve gained over the years and to watch other designers grow under my guidance.
To find out how I can help your organisation, just get in touch.
Working with talented people has taught me that the learning process never really ends. The virtual teams I assemble often surprise me with fresh perspectives and approaches, even when we’re using the same tools and working toward similar goals. It’s a reminder that there’s rarely one “right” way to solve a design problem, and that staying open to new ideas and techniques is key to staying creatively sharp.
Leading design projects has also deepened my understanding of collaboration. Successful outcomes often come not from individual brilliance but from thoughtful direction, clear communication, and creating space for everyone to contribute their best work.
Software proficiency level
- Photoshop 88%
- Illustrator 83%
- InDesign 91%
- Premiere 55%
- Wordpress 95%
- Figma 45%
- HTML/CSS 93%
- Javascript 40%
Full skillset
Abbreviated CV
Director
2016–present
Katahdin Ltd St Albans, UK
Japan E-commerce Production Supervisor
2007–2009
L.L.Bean Portland, Maine, USA
Website Content Manager & Designer
2005–2007
University of New England Portland, Maine, USA
Web & Marketing Designer
2000–2003
Caspian Networks San Jose, California, USA
English Language Teacher
1997–1999
JET Programme (Japan Gov’t) Hamamatsu, Japan