Throughout my career, I've been fascinated by the relationship between creativity, culture and community. Why do some brands become part of people's identity, while others disappear into the background?
That question has shaped my approach to creative leadership.
Starting my career in New Zealand as a designer, I quickly moved into creative leadership roles, eventually becoming Head of Creative at GMT Clothing. In 2014, I relocated to Berlin, where I have continued working across fashion, lifestyle, music and sport — leading teams, developing brands and creating campaigns for both global organisations and ambitious challengers.
My experience spans brand transformation, integrated campaigns, cultural partnerships and experiential projects. Whether building a new brand identity, creating a campaign platform or developing a creative team, I enjoy finding the idea that connects business ambition with human behaviour.
Today, I work as a Creative & Brand Director, helping organisations navigate culture, create meaningful experiences and build work that people remember.