Strategic creative partnering for business leaders.
In a world saturated with homogenous, AI-generated ideas, true commercial advantage belongs to those who can genuinely think differently.
Rather than the usual corporate platitudes, I aim to use my 30 years of commercial design and teaching experience to help creative teams improve their critical and lateral thinking to add value to
About Me:
I’m based in Wales, but grew up in various places around the UK.
After completing my Foundation Diploma in art and design, I studied Jewellery and Silversmithing design at Loughborough, which is where I discovered bas-relief sculpting. This led me to an apprenticeship as an engraver at the Royal Mint.
I spent 15 years at the Royal Mint, rising to the post of Chief Engraver in 2004.
It was during this time that I learned to balance design with the commercial needs of a busy event driven business, and the importance of being able to verbalise creative ideas in a way that makes their value apparent to more commercial areas of the business.
I parted ways with the Mint in 2011, and spent a year working with GDR Creative Intelligence, a London based innovation consultancy specialising in the retail sector.
Although brief, this role showed me the transferable nature of my commercial design experience, and also revealed my innate ability for pattern spotting and connecting different ideas.
In 2012, I returned home to Wales and began working as a freelance designer, quickly falling back in with the coin industry.
I taught myself digital sculpting, and this formed the backbone of my work. I also began working at Cardiff met University, as an associate tutor on the Graphic Design degree, where I delivered workshops and modules aimed at boosting the students critical and lateral thinking skills.
My Credentials:
Enterprise Leader: Rose from apprentice to Chief Engraver at The Royal Mint, directing creative vision and prototype manufacturing in a fast paced, event driven envirnoment.
Innovation Consultant: Worked with GDR Creative Intelligence to spot market patterns and drive retail innovation for heavyweight brands including Louis Vuitton, Intel, and McDonald’s.
Agile Freelancer: Spent 15 years delivering product and packaging strategies for international clients, strictly balancing creativity with commercial ROI.
Academic Pedagogue: 13 years as an Associate Higher Education Tutor, helping students broaden their creative knowledge and critical thinking skills.