Your product your brand & your brand your product

Invited back by the team I’d previously worked with at Thomson Reuters, I joined BT as lead designer for the Business and Public Sector division—just as the company launched its new brand. What started as a remit to lead the BT Business design system quickly evolved into a broader role spanning design ops and art direction of a ~20-person in-house team, tasked with updating the entire BT Business digital estate to align with the new brand.

Alongside this, I worked with engineers to develop a company-wide design system that spanned BT, EE and Plusnet, covering both B2B and D2C experiences. I authored a brand-new digital design language for BT Business, which began as small enhancements and matured into a complete overhaul—delivered shortly before my departure for Laka. That language went on to be integrated into the system and rolled out across public and private facing digital platforms.

Thomson Reuters—a global provider of news, data and technology solutions for businesses and professionals—invited me to lead an in-house team building a company-wide design system. A group of developers and designers had already joined forces across major projects—including a new corporate website—in a joint initiative to improve digital experiences. I was brought in to take creative control during the early phases and set the platform up for long-term success.

My goal was to deliver a consistent, coherent experience across all digital touchpoints, aligned with Thomson Reuters principles, while driving internal efficiency. I worked hands-on with designers, developers, strategists and analysts to build the system from the ground up, while also collaborating with stakeholders across the business to embed a design-led, digital-first mindset. I worked closely with the branding team and external agencies to evolve the global identity to better suit digital environments.

I joined Nimbletank—a leading product design agency—to grow my passion for product and service design, having first developed that interest during my time at Hotwire Global. Soon after joining, I was asked to step into a Creative Director role to help turn around Nimbletank’s largest project: a joint venture between Microsoft and global media agency network MediaCom. The work had passed through multiple hands, with fragmented design direction, and I was brought in to align the UI and UX under a single, cohesive vision. I collaborated closely with individual product owners at MediaCom to understand their unique needs and translate them into a unified design system before working with developers to bring it to life.

Following the successful delivery of that project, I went on to lead creative on projects for Santander Consumer Finance, iGO4 Insurance and The Royal Mint, as well as pitching for new business with clients like Bupa and One & Only Luxury Resorts.

I joined Hotwire Global—a multinational B2B tech and consumer-focused PR agency with 18 offices worldwide—to help launch Hotwire Labs, a new multidisciplinary creative team at the centre of the business. Our mission was to push beyond traditional media relations and pioneer a creative-first approach to PR—building stories, campaigns, and first-party platforms that engaged audiences directly, often through digital products and branded content.

With a startup mentality at the heart of the Labs team, I wore many hats: creative director, art director, brand lead, designer, strategist, account and project manager. I led or supported work across a wide spectrum of clients including brand refreshes for tech startups like Ultrahaptics and Origami Energy, creative campaigns for Travelex, and design direction for global brands such as Qualcomm, Citrix, GoPro, Red Bull, and xAd. I also worked internally to modernise Hotwire’s own visual identity across video, print, and digital platforms.

While at Hotwire, I was shortlisted for the 2016 UK Cannes Young Lions competition, nearly advancing to represent the UK on the international stage.

Created by Luke Scheybeler, the co-founder and creative architect behind the world renowned premium cycling apparel company, Rapha. Scheybeler+company is a small network of creatives that collaborates on large projects for clients such as pharmaceutical giants MSD and the prestigious Swiss private bank, Pictet and Cie. Alongside this, Scheybeler+company also run self-initiated projects such as The Collarbone and ultra creative projects for clients such as Nike 78 and Pretorius Bikes.

My primary role at Scheybeler+company was to oversee the digital output of the studio, predominantly the work produced for Pictet and Cie. Working directly with Pictet and suppliers on the production of all the digital outputs for Pictet.com, Pictet Perspectives, Prix Pictet, Pictet Wealth Management Advertising and Pictet email communications. From the start of a project to the finish, I could and would be involved in the design, production, quality assurance, project management, planning, strategy, content and delivery of the work.