Being the guiding force of our creative offer and taking ultimate responsibility for the brand on shelf is an exciting responsibility. And working across every print process to achieve consistency for a brand and its range, big and small, remains a critical and very satisfying challenge.

I have always relished the challenge of translating words into pictures; how to interpret opinion and ambition for one product or a large range of products to get them on shelf, whilst still carrying the spirit and freshness of an early approved concept.

The journey of a concept to shelf can be fraught with many challenges, assumptions and subjective visions and it is my role to represent the objective needs of a brief to deliver relevance and engagement.

I love the collaborative process of constructing an insightful and inspirational brief that will inspire and inform the designers to create concepts that capture the unique brand truth. And to work with the artwork team and printers to achieve the most striking, final results.

My Story

In the old days, before Macs, my world was an intoxicating mix of many different solvents – magic markers, cow gum, lighter fuel and spray mount. This solvent abuse helped nurture my early career and belief that great packaging design would change the world.

I was lifted out of the sublime creative nursery that was Kingston School of Art by Allied International Designers. I learnt about London design pride and Fuller’s London Pride. But also did work for Unilever, Whitworths, PG Tips, Ambrosia, Bernard Matthews, Curry’s and Kraft.

I then moved from a creative colossus of 150 to a creative hive of 5: The Green House. Here I developed my crafting and story-telling skills for pure packaging working for St.Ivel, Marks & Spencers, McCormicks, Safeway amongst others.

I moved away from the London Pride in the late 90’s to Cheltenham and joined FLB, now BOS, to become creative director and partner.

I have continued my creative journey, no longer with the solvent fumes of my youth but the clean atmosphere of truths and visual strategies that the complex world of branded packaging demands.

Great packaging design can still be elusive and this is what fires my belly!