Creative Direction
Visual strategy. Bold ideas. Meaningful impact.
Creative direction is where I get to help you bring the heart of your message to life — visually, emotionally, and strategically. Whether it’s shaping the look and feel of a campaign, building a brand story from the ground up, or designing a shoot that speaks louder than words, my role is to hold your vision and guide it with clarity, care, and creativity. Every detail matters, and I’m here to make sure it all connects.
I believe every brand, project, and person has a story worth telling. Creative direction is where I bring those stories to life; weaving together strategy, visual identity, and powerful narratives that connect on a deeper level. From bold campaigns to intimate storytelling, my work focuses on creativity with purpose: building ideas that inspire, include, and leave an impact.
“Creativity is only powerful when it connects.”
Not every campaign has to be serious to make an impact. From playful content — like capturing kids’ candid reactions to trying American candy for the first time — to large-scale organisational campaigns, I approach each project with the same intention: to spark curiosity, shift perspectives, and create meaningful engagement.
Every person, project, or organisation has a unique journey. I specialise in helping brands find their voice and visual identity, whether that’s launching a new venture, showcasing lived experiences, or shining a light on hidden stories.
Bringing Story to Life with Mimi A talented West African sculptor, wanted to go beyond simply showcasing her clay sculptures. She wanted to tell her story; the passion, heritage, and personal journey behind the art in a way that connected deeply with audiences. My Role As Creative Director and Photographer, I developed a visual storytelling approach that wove together the artistry of her work and her identity as the creator. This included: On-location shoot: capturing her in the flow of sculpting, hands in clay, to highlight process and craft. Portraits: creating strong, warm imagery that positioned her as not just an artist, but the storyteller behind her work. Interview direction: producing an intimate filmed conversation (available on YouTube) where she speaks about her inspiration, journey, and the cultural roots of her art. The Outcome The project gave her a strong portfolio of visuals and a personal narrative piece she can use across platforms from exhibitions to online promotion. The YouTube interview became a powerful way for audiences to connect not just with her art, but with her as an artist.
I believe creativity can be a catalyst for real change. As Director of Photography on a documentary project, I helped bring powerful stories to life on screen blending visual storytelling with impact. Beyond film, I’ve also partnered with large organisations to deliver fundraising and awareness campaigns that don’t just raise money, but foster inclusion, spark conversation, and bring communities together.
Creative direction isn’t just about the end product; it’s about the journey. I guide projects from spark to execution, aligning visuals, narratives, and strategy so they tell a cohesive story.
Outside of professional collaborations, I explore creativity through personal projects that experiment with storytelling, identity, and lived experience. These projects often inform and inspire my professional work.
Let’s Create Something That LastsWhether it’s shaping a campaign, designing a brand narrative, or capturing lived experiences, my approach to creative direction is always rooted in purpose and people. If you’re looking for someone who can blend strategy with storytelling and turn ideas into impactful visuals or campaigns, I’d love to connect. 👉 Get in touch let’s talk about how we can bring your story to life
Creative Highlights
Every project I take on is rooted in one question: how can creativity tell this story in the most powerful, authentic way? Over the years, I’ve had the privilege of leading and contributing to projects that range from public health campaigns to cultural celebrations and corporate strategy.Below are a few snapshots of my work each showing how I use storytelling, strategy, and design thinking to bring ideas to life, whether it’s for a community, a brand, or an organisation.
Corporate Networking Strategy & Event Branding The Challenge: Networking events can often feel transactional and uninspired, yet they’re a vital space for building lasting partnerships. A leading organisation approached me to reimagine the creative direction of their corporate networking series making it more engaging, inclusive, and reflective of their brand values. My Role: I shaped the creative concept and visual storytelling of the event. From designing the atmosphere and look/feel of the space to ensuring consistency in brand messaging, my focus was on transforming the networking experience into something memorable. The Approach: Crafted a visual strategy that elevated the organisation’s identity while keeping the event approachable and professional. Directed brand-aligned creative assets (signage, photography, digital content) to ensure consistency across touchpoints. Designed the flow of the event to encourage authentic conversations and stronger connections. The Impact: The event stood out as one of the most engaging in the organisation’s calendar attendees highlighted the fresh, creative atmosphere as a key driver in building meaningful connections. The success of the approach set a new benchmark for how the organisation now delivers networking events.
Community Outreach & Carnival Arts The Challenge: Carnival arts are more than costumes and music, they’re about community, culture, and connection. Post-pandemic, there was a pressing need to re-engage local communities, rebuild confidence in public events, and offer spaces for creative expression. My Role: As Project Manager for Learning and Participation, I led on planning and delivering outreach programmes that brought carnival into the heart of communities. This included everything from steel pan workshops to large-scale carnival events, reaching both young people and adults. The Approach: Designed and delivered inclusive outreach workshops across schools, community centres, and cultural organisations. Coordinated logistics for large-scale carnival events while ensuring community involvement at every stage. Balanced the artistic vision with safe, accessible project management. The Impact: Hundreds of participants took part in workshops, learning not only carnival arts but also the deeper cultural significance behind them. The events became a celebration of resilience, creativity, and community pride.
NHS Flu Campaign The Challenge: Every winter, flu poses a major health risk particularly for vulnerable groups. The NHS needed a campaign that would cut through the noise, reach diverse communities, and encourage people to get vaccinated. My Role: As creative lead, I managed the delivery of the NHS Flu Campaign from concept to execution. My focus was on ensuring inclusivity creating visuals and messaging that represented the broad spectrum of communities across the UK. I worked closely with health partners, community leaders, and comms teams to shape a campaign that was both culturally sensitive and widely engaging. The Approach: Developed a visual strategy that celebrated diversity and accessibility. Coordinated campaign rollout across multiple platforms (digital, print, and community spaces). Ensured messaging was not just informative but also empowering. The Impact: The campaign successfully increased awareness and uptake in key target groups, with strong engagement both in community-facing spaces and online. It also set a precedent for how national health campaigns can better reflect the people they serve.