Jo's work
About Jo
I'm a senior designer and art director with a career spanning leading agencies in the UK and US, in-house creative teams and my own independent practice: creating thoughtful, distinctive work for businesses ranging from established global brands to independent, family-run companies.
My philosophy is rooted in creating a feeling. I translate the physical presence, textures, and heritage of a space or product into a permanent visual character. I focus on the rich, tactile touchpoints a business needs to communicate—spanning brand identity, packaging, print, editorial, and creative direction for photography, video and digital platforms.
Much of my work has been within hospitality, food & drink, premium spirits, travel, retail and lifestyle. I'm particularly drawn to brands with character, provenance and a strong sense of place, and to businesses that value craft, storytelling and considered design over work that simply follows a trend or template.
Having worked both agency-side and in-house within businesses, I'm equally comfortable creating something new from the ground up or becoming a trusted extension of an existing team: understanding a brand, looking after it and helping it evolve across multiple channels and touch points.
Based on the west coast of Scotland, I work remotely with clients and teams throughout the UK and internationally, combining senior-level creative thinking with hands-on design and production.
Skills and experience:
- Creative concept ideation
- Brand identity development and brand refreshes
- Brand stewardship and visual consistency
- Typography and editorial design
- Integrated campaigns
- Packaging and printed collateral
- Digital, e-commerce, social and email design
- Digital illustration and image-making
- Photographic art direction and image post-production
- Video production, editing and animation
- Copywriting, messaging and naming
- Signage, wayfinding, OOH and POS
- Print production and finished artwork
- Exhibition and event materials
- Presentations and infographic design
- Brand guidelines and visual systems
- Creative project coordination and production
- Adobe Creative Cloud
- Generative AI: Adobe Firefly, Midjourney, Nano Banana, ChatGPT, Claude
My approach is ideas-led, hands-on and grounded in understanding what makes a business distinctive: creating meaningful, craft-led brand experiences with character and a sense of place.
My philosophy is rooted in creating a feeling. I translate the physical presence, textures, and heritage of a space or product into a permanent visual character. I focus on the rich, tactile touchpoints a business needs to communicate—spanning brand identity, packaging, print, editorial, and creative direction for photography, video and digital platforms.
Much of my work has been within hospitality, food & drink, premium spirits, travel, retail and lifestyle. I'm particularly drawn to brands with character, provenance and a strong sense of place, and to businesses that value craft, storytelling and considered design over work that simply follows a trend or template.
Having worked both agency-side and in-house within businesses, I'm equally comfortable creating something new from the ground up or becoming a trusted extension of an existing team: understanding a brand, looking after it and helping it evolve across multiple channels and touch points.
Based on the west coast of Scotland, I work remotely with clients and teams throughout the UK and internationally, combining senior-level creative thinking with hands-on design and production.
Skills and experience:
- Creative concept ideation
- Brand identity development and brand refreshes
- Brand stewardship and visual consistency
- Typography and editorial design
- Integrated campaigns
- Packaging and printed collateral
- Digital, e-commerce, social and email design
- Digital illustration and image-making
- Photographic art direction and image post-production
- Video production, editing and animation
- Copywriting, messaging and naming
- Signage, wayfinding, OOH and POS
- Print production and finished artwork
- Exhibition and event materials
- Presentations and infographic design
- Brand guidelines and visual systems
- Creative project coordination and production
- Adobe Creative Cloud
- Generative AI: Adobe Firefly, Midjourney, Nano Banana, ChatGPT, Claude
My approach is ideas-led, hands-on and grounded in understanding what makes a business distinctive: creating meaningful, craft-led brand experiences with character and a sense of place.