About me
With over 15+ years professional experience in agency, consulting and client side, I specialise in spatial design for retail and workplace environments.
My creative work and design approach bridges the gap between spatial design and the user or customer's experience. I am interested in the intersection between digital interaction and how that connects with our physical reality.
Having worked in three continents and lived in two, I am an extremely adaptable, highly skilled professional who understands the nuance and complexity of working across cultures, multiple languages and different global markets.
Most recently with IMA Home, I solely led Retail Strategy from Amsterdam for adidas global retail. This involved working remotely with creatives, account executives and adidas, to write strategy that positioned ideas for retail toolkits on adidas Performance and Originals. Special projects included preparing strategic playbooks on the Future State of Seamless Retail and Membership in retail for adidas.
Over the past six months I made a conscious decision to personally slow down. I've taken time to learn more about the city and people of Amsterdam, the Dutch culture and importantly the Dutch language. This cultural immersion was not one I was prepared for, and wonderfully it has given me time to take a well deserved break from what has been, a progressive and rewarding design career so far.
My most notable projects include designing two award winning flagship stores and a 380+ scalable, retail blueprint for Telstra - Australia's biggest telecommunication brand as well as concepting programmable, Small Business event for Google in 2022, and designing Deloitte Digital's future HQ Studio in central London in 2019.
My most loved project was creating my own brand mōi, in 2020. Bringing together all my creative passions and talents, this involved a range of creative work including; photography, copywriting, package and logo design as well as product and brand design and curating private dining experiences in my own home.
At heart I am a closet entrepreneur, passionate and creatively versatile. Extremely driven to deliver the highest standard and quality of work, I am inspired and energised by working with people and brands who are making changes for the better of our planet and humanity.