Brand & creative direction for brands that outperform their category.
Thirteen years at leading studios in London and Amsterdam. Now independent, working directly with the founders, CMOs, and brand leaders building something worth noticing.
I work where brand meets product — where visual decisions have commercial consequences. Strategy to execution, with no layers in between.
A new kind of private credit firm. Built to look like it.
Liquidity is the intelligent architecture for private credit — managing the full investment lifecycle from origination to monitoring in one integrated system. Two audiences: asset managers who need precision at the portfolio level, and financial institutions licencing enterprise-grade AI into their own operating environment.
Most firms in the category look identical. Liquidity's ambition was different — to build the first luxury brand in private credit. Custom wordmark in Valve, a palette drawn from luxury cues, abstract graphic language for the motion of capital, photographic direction, and a complete verbal identity. Built to hold both the technology and the institutional gravity.
$80bn in payments. One brand system to hold it.
Financial operations platform for the bold, ambitious entrepreneurs running half a million small businesses. The product had scaled. The identity hadn't kept pace.
BILL orange stayed. Everything around it was evolved — type hierarchy, campaign framework, OOH, digital, email, social, product UI, and a template library built for speed. The goal wasn't a new brand. It was a system marketers could trust — building independently, without a brief, without breaking anything. Not revolution. Evolution.
250,000 people. 150 countries. One identity.
Audit. Tax. Consulting. Financial Advisory. Risk. Five service lines, 150 countries, one firm. The challenge was a single visual language that could hold all of it without flattening any of it.
The answer was the green dot — drawn from the Deloitte wordmark and built into the foundation of the entire architecture. Scalable from sub-brand lockups to digital products to global campaigns. Contribution covered the identity system, brand architecture, icon library, digital design system, and the guidelines hub used by designers across every member firm worldwide.
Seven museums. One design system.
Each institution had its own voice — the National Museum of Qatar and the Museum of Islamic Art have nothing obvious in common. The brief was to connect them digitally without flattening either.
UX architecture, component library, and visual design system built bilingual from day one. English and Arabic. RTL and LTR parity in the foundations, not retrofitted after the fact.
AI for software engineers. Brand and site built in eight weeks.
A product that takes a ticket all the way to a pull request — code reviews, documentation, security scanning, bug fixes handled autonomously. World-best score on SWE-Bench at time of launch. The brand didn't match it.
Identity, site architecture, UI system, social, and pitch deck visual language — everything needed to make an AI startup stand out in a market where every competitor looks the same. Two audiences in one site: the engineer using it daily and the leader signing the contract.
