Y STUDIO
For over 25 years, I've immersed myself in advertising and design, crafting brand campaigns for some of the world's most recognisable names. The work you see here culminates that journey - a carefully curated selection of projects I'm particularly proud of, both for their conceptual strength and design execution.
The work represents the big ideas I've brought to life, ideas that resonate and drive impact. They are also a testament to the collaborative spirit of this industry, built with the help of many great people along the way.
SERVICES
Ideas formed early, when they matter most.
I specialise in early-stage concept development — shaping the central idea, narrative or organising thought that underpins a project or campaign. This work often prevents misalignment later, saving time, budget and dilution.
Concepts are tested for clarity, relevance and cultural resonance before they move into execution.
Campaigns led by thinking, not volume.
Drawing on decades of big-brand advertising experience, I help shape campaigns that are strategically sound, creatively confident and appropriate to their audience and context. This may involve leading the creative direction, guiding internal teams or collaborating with agencies to ensure the core idea remains intact.
Names that carry weight and withstand scrutiny.
Naming is treated as a strategic exercise — balancing meaning, tone, memorability and longevity. I develop names that are defensible, distinctive and aligned with an organisation’s purpose, rather than clever for clever’s sake.
Presence with intent, not noise.
Social media support focuses on clarity of voice, consistency and relevance. Rather than chasing trends, I help organisations define what they should say, why they should say it, and when it’s better not to. The goal is credibility and coherence across platforms.
Direction that aligns idea, craft and context.
Art direction ensures that every visual decision supports the underlying idea. I guide the look, feel and execution of projects across photography, illustration, motion and spatial outcomes — maintaining integrity from concept through to final delivery.
For over 25 years, I've immersed myself in advertising and design, crafting brand campaigns for some of the world's most recognisable names. The work you see here culminates that journey - a carefully curated selection of projects I'm particularly proud of, both for their conceptual strength and design execution.
The work represents the big ideas I've brought to life, ideas that resonate and drive impact. They are also a testament to the collaborative spirit of this industry, built with the help of many great people along the way.
SERVICES
Graphic Design
Design that is clear, restrained and purposeful. I approach graphic design as a problem-solving discipline - creating systems and materials that communicate confidently without excess. This includes identity applications, print collateral, signage and campaign assets, always grounded in clarity, hierarchy and longevity rather than trend.Brand Development
Brand development starts by defining what an organisation stands for, how it thinks, and the personality it expresses. How it speaks, and how it behaves - before how it looks. I help organisations articulate their purpose, positioning and tone, then translate that thinking into identities that feel coherent, human and durable.
Concept Development
Ideas formed early, when they matter most.
I specialise in early-stage concept development — shaping the central idea, narrative or organising thought that underpins a project or campaign. This work often prevents misalignment later, saving time, budget and dilution.
Concepts are tested for clarity, relevance and cultural resonance before they move into execution.
Advertising Campaigns
Campaigns led by thinking, not volume.
Drawing on decades of big-brand advertising experience, I help shape campaigns that are strategically sound, creatively confident and appropriate to their audience and context. This may involve leading the creative direction, guiding internal teams or collaborating with agencies to ensure the core idea remains intact.
Naming
Names that carry weight and withstand scrutiny.
Naming is treated as a strategic exercise — balancing meaning, tone, memorability and longevity. I develop names that are defensible, distinctive and aligned with an organisation’s purpose, rather than clever for clever’s sake.
Social Media
Presence with intent, not noise.
Social media support focuses on clarity of voice, consistency and relevance. Rather than chasing trends, I help organisations define what they should say, why they should say it, and when it’s better not to. The goal is credibility and coherence across platforms.
Art Direction
Direction that aligns idea, craft and context.
Art direction ensures that every visual decision supports the underlying idea. I guide the look, feel and execution of projects across photography, illustration, motion and spatial outcomes — maintaining integrity from concept through to final delivery.