Recent work
Client campaigns
Prudential Campaign
I led the end-to-end design of a digital content campaign for Prudential, taking the project from early-stage brainstorming through wireframing and final visual design. Working closely with stakeholders, I helped shape the campaign concept and information architecture, ensuring the user journey was clear, engaging, and aligned with Prudential’s brand and business objectives.
The campaign was built around a central hub landing page supported by a series of articles and videos designed to guide users through key themes and messages.
As lead designer, I was responsible for translating strategy into intuitive, high-impact digital experiences. This included defining page layouts, interaction patterns, and visual language across the hub and article templates to create a cohesive and scalable system. The final solution balanced strong storytelling with usability and performance, delivering a consistent experience across devices while supporting content discovery and engagement throughout the campaign.
Helping people protect their life’s work
EY Campaign
For EY, I took on the role of lead designer for a B2B digital campaign, shaping the creative direction from the earliest ideation sessions through to final delivery. I played a key role in defining how complex ideas would be translated into clear, compelling digital content, designing a campaign built around a core video hub experience supported by a series of in-depth articles. Throughout the process, I worked closely with stakeholders to ensure the creative approach aligned with EY’s strategic goals while maintaining clarity, accessibility, and brand integrity.
My focus was on creating a flexible and engaging experience that could support storytelling at scale. I designed the overall visual language, layouts, and interaction behaviour to ensure the campaign felt cohesive across all components while remaining intuitive for a B2B audience. The campaign’s creative and executional quality was recognised with a Bronze award in the B2B Campaign category at the 2025 Telly Awards, underscoring the effectiveness of the design approach and its impact on audience engagement.
Real Time Business
Mitsubishi Power Campaign
For Mitsubishi Power, I led the design of a digital infographic from initial brainstorming and concept development through wireframing and final design. The goal was to communicate complex information in a clear, visually engaging way, transforming detailed content into a structured narrative that was easy to understand at a glance.
I was responsible for the overall layout, visual hierarchy, and custom illustrations, ensuring the infographic balanced clarity with visual impact. By combining thoughtful information design with tailored illustration work, the final piece delivered a compelling and accessible experience aligned with Mitsubishi Power’s brand and messaging.
Achieving Decarbonization by 2050
EY Campaign
As part of EY’s Real Time Business Tech Insights campaign, I led the design of a series of editorial articles that translated complex technology topics into clear, engaging digital content. Working from concept through to final design, I created article layouts and visual treatments that supported readability, storytelling, and consistency within the wider campaign ecosystem.
The designs were built to be flexible and scalable, allowing multiple articles to sit cohesively within the Tech Insights framework while maintaining EY’s brand standards. This work formed an integral part of the overall campaign, contributing to its success
Real Time Business - Strategic Impact AI
Ericsson Campaign
For Ericsson, I worked as the lead designer on a series of digital articles, shaping the visual storytelling approach for the campaign. From early concept development through to final design, I focused on how layout, imagery, and pacing could support the narrative and make complex topics more accessible for the audience.
Using carefully selected and treated stock illustrations, I created a cohesive visual language that enhanced the content without overwhelming it. The designs balanced clarity and consistency with editorial impact, ensuring each article stood on its own while contributing to a unified campaign experience.
Limitless Connectivity
GSK Campaign
For the GSK campaign, I led the UX and visual design of a digital experience built around a human-centred narrative. Starting from early concept and content planning, I focused on how users would move through the story, designing layouts and interactions that supported comprehension, emotional engagement, and ease of reading across devices.
The experience was structured to guide users naturally through the content, using clear hierarchy, pacing, and visual cues to reinforce key moments in the story. Design decisions were driven by user needs and behaviour, ensuring the interface stayed unobtrusive while enhancing the overall narrative impact and aligning with GSK’s brand principles.
Knowledge is power in this journey
GE Heathcare Campaign
For GE HealthCare, I led the UX and visual design of an editorial article built around a question-and-answer interview format. From early concept through to final design, the focus was on structuring the content in a way that made the dialogue easy to follow, allowing readers to quickly understand who was speaking and navigate between questions and responses without friction.
The design approach emphasised clarity, hierarchy, and rhythm, using layout, typography, and spacing to clearly distinguish questions from answers while maintaining a natural reading flow. UX decisions were guided by readability and accessibility, ensuring the interview format felt engaging and intuitive across devices while supporting GE HealthCare’s brand and editorial standards.
What’s next for precision care?
GE Heathcare Campaign
Tokyo Tourism Campaign
For the Tokyo Tourism campaign, I led the UX and visual design of a content-led experience where photography played a central role in storytelling. From early concept and layout exploration through to final design, the focus was on creating a structure that allowed the imagery to take precedence while still guiding users clearly through the content.
The UX was designed to balance immersion with usability, using considered spacing, pacing, and content hierarchy to let the photographs breathe without overwhelming the user. Layout decisions supported exploration and discovery, ensuring the experience felt engaging and intuitive across devices while showcasing the visual richness of Tokyo.
Tokyo Dazzles At Night
Product / UX
Reuters.com video page
I led the end-to-end UX redesign of the Reuters.com video page, taking a product-led approach grounded in research and stakeholder alignment. The project began with discovery sessions and workshops involving editorial, product, commercial, and engineering teams to understand user needs, business goals, and technical constraints. Insights from this phase informed the overall content strategy, user journeys, and information architecture, ensuring the new video experience supported both audience engagement and editorial priorities.
From there, I developed wireframes and high-fidelity designs, working closely with engineers through weekly agile ceremonies and regular design walkthroughs to clearly communicate intent and rationale. Continuous collaboration allowed ideas to be refined quickly and built efficiently, keeping the team aligned throughout delivery. The redesigned video page launched on schedule and resulted in increased user engagement and video views, demonstrating the impact of a research-driven, collaborative UX process.
Reuters native advertisment products
I led the UX redesign of Reuters’ native advertising products, covering both article formats and hub landing pages, alongside the migration to a new CMS. The project began with discovery sessions and planning meetings with sales, product, editorial, and engineering stakeholders to align on commercial needs, user expectations, and platform constraints. These insights shaped the information architecture and content models, ensuring the redesigned experiences supported storytelling, scalability, and sales requirements from day one.
Following discovery, I created wireframes and final designs in close collaboration with engineers to support smooth implementation and launch of the new product suite. My role extended beyond delivery: I trained the wider design team on the new patterns and CMS workflows, and continued to evolve the product post-launch by expanding the design system and introducing new formats. One of these, a photo essay native format, was particularly well received by the sales team, reinforcing the value of an iterative, product-focused UX approach.
Clipcentric advertisment platform
I acted as both designer and project lead on the integration of a new advertising platform within Reuters. My role focused on defining and designing new ad unit formats for video and image-based placements across desktop and mobile. From early planning through execution, I worked closely with internal product, editorial, and engineering teams, as well as external partners, to ensure the new formats aligned with platform capabilities, user experience standards, and commercial objectives.
Beyond design execution, I led the rollout of new workflows to support the platform, ensuring all teams could adopt it efficiently. This included documentation, hands-on training, and ongoing support to enable a smooth transition. Following the successful launch, I continued to act as a point of contact for the team, iterating on existing solutions and developing new advertising products, helping the platform mature and scale within the organisation.
