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Project Portfolio

<p class="font_8">Jo was clear about one thing from the start. She didn’t want to blend in. She wanted a brand that felt like her and gave her room to play. As an artist as well as a practitioner, she already had a strong visual instinct, and the work began with understanding that properly rather than overriding it. We used moodboards and visual direction to explore how her own artwork, colour preferences, and personal style could form the basis of the brand, instead of borrowing from the usual coaching references. The focus was on creating something Jo could actively use and evolve. A brand that felt expressive rather than fixed, and intuitive rather than overly polished. The colours came directly from her own style, and the visual language was shaped to support experimentation while still holding together as a system.</p>

Your Energy Coach

Creating a brand that feels like an artist at work, not a coaching template

People immediately sense Jo’s individuality, understand the journey she takes clients on, and experience her work as creative and personal rather than generic

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<p class="font_8">Sarah already had the voice, the opinions, and the confidence in her work. What she didn’t have was a brand or website that kept up. Updating things had become a bit of a slog, Wix felt more fiddly than friendly, and too much energy was going into managing the setup rather than doing the writing. The starting point was getting clear on how the brand should behave on a normal working day, not just how it should look in a perfect screenshot. The aim was simple. Make the brand more fun to use and the website less annoying to run. Something bold and expressive without being high maintenance, and a setup that lets Sarah publish, tweak, and experiment without bracing herself first. No reinvention, no posturing. Just a system that gets out of the way and lets her work show up properly.</p>

The Proper Copy Studio

Building a bold, copy-led brand that’s expressive and usable

People get what Sarah does quickly, the brand feels unmistakably hers, and she can finally update her site and socials without swearing at the screen

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<p class="font_8">The Telegraph publishes a huge volume of content every day. The challenge wasn’t a lack of information, it was helping readers navigate it without feeling overwhelmed. I worked on improving hierarchy and flow within the app so people could move through stories confidently and stay oriented as they read.</p>

The Telegraph

Improving how readers move through dense news content on mobile

Readers could find and consume content more easily without losing context or control

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<p class="font_8">SMARTY position themselves as a simple, no-nonsense mobile network. The challenge was making sure the website actually behaved that way. Plan comparisons, pricing, and key details were all there, but the experience made people slow down and double-check themselves. I worked on improving clarity and flow so the site supported quick, confident decisions.</p>

SMARTY Mobile

Making a low-cost mobile network feel straightforward instead of fiddly

People could compare plans more easily, understand pricing faster, and move through checkout with less hesitation

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<p class="font_8">The business was undergoing a rebrand, but their website didn’t yet reflect the authority or value of their offering. Users struggled to see why subscriptions were worthwhile and how to move through the platform confidently. I was brought in to translate the new brand into a usable, credible experience.</p>

Summit

Fixing trust and clarity issues in a high-stakes education platform

Users feel more confident navigating and purchasing, and the team can scale content without eroding trust

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<h5 class="font_5">What this platform needed to do better for listeners and the team.</h5> <h5 class="font_5"><br></h5> <p class="font_8">To move forward, success had to be clearly defined. This wasn’t about visual polish. It was about building a product that behaved predictably for users and stayed manageable for the people running it.</p> <ul class="font_8"> <li><p class="font_8">Create one clear, predictable listening experience across all stations</p></li> <li><p class="font_8">Preserve individual station identities without fragmenting the UX</p></li> <li><p class="font_8">Reduce friction for everyday listening on mobile and desktop</p></li> <li><p class="font_8">Build a system that made adding future stations straightforward</p></li> </ul>

Mad Men Media

Bringing multiple radio stations into one usable listening experience

A consistent listening experience across stations and devices, with a platform that can grow without friction.

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<p class="font_8">Pop FM is a radio station created for Finnish women aged 25–49. The brief wasn’t to be loud or jokey. It was to feel upbeat, modern, and familiar in a way that fits into everyday life. I was brought in to explore identity concepts that felt warm and recognisable without slipping into clichés or looking disposable.</p>

Pop FM

Shaping a feelgood radio identity without tipping into novelty

A clear, feelgood identity that speaks directly to its audience and works across everyday listening moments

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<p class="font_8">Rock FM is a Swedish radio station aimed at adults who care about music, craft, and authenticity. The challenge was to reference rock culture without defaulting to distressed type, guitars, or retro pastiche. I was brought in to explore identity concepts that felt premium, modern, and grounded in Scandinavian design.</p>

Rock FM

Creating a modern rock radio identity that avoids nostalgia traps

A confident, recognisable identity that reflects rock culture without leaning on tired visuals

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<p class="font_8">WeFerment sell monthly ferment kits, but their website wasn’t showing the quality of what customers received. The subscription model felt unclear and the checkout experience caused hesitation. I was brought in to make the value obvious and the decision easier to make.</p>

WeFerment

Making a food subscription journey feel straightforward

Customers understand what they’re subscribing to, trust the checkout, and feel confident committing

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<p class="font_8">Corca Mar had built their own website and put a huge amount of care into it. The problem wasn’t effort or values. It was that the site had become hard to manage and harder to use. Important information was buried, text was difficult to read, and customers kept asking the same questions. I was brought in to reduce friction without stripping the personality out of the brand.</p>

Corca Mar

Turning a well-intentioned DIY site into something easier to run and buy from

Customers can buy with less friction, wholesale buyers can find what they need, and the founder can update the site without it becoming a chore

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<p class="font_8">RadioDNS had strong foundations but a digital presence that no longer reflected who they were becoming. The challenge was updating the experience without compromising clarity or trust for a highly technical audience.</p>

RadioDNS

Modernising a technical organisation without losing credibility

Clearer navigation, more usable guidelines, and a stronger sense of authority

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<p class="font_7">Aiir asked me to design their Scheduler platform from scratch. There was no existing UI and a lot of complexity to manage. The challenge was building something powerful enough for heavy daily use without it becoming intimidating or slow to work with.</p>

Aiir

Designing a complex Radio scheduling platform that stays usable under daily pressure

Faster workflows, fewer errors, and a platform that holds up under daily use

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<p class="font_8">GOA Marketing were growing quickly, but their brand hadn’t kept pace. The work was strong, the thinking was solid, yet their site, decks, and campaigns felt inconsistent and harder to scale than they should have been. I was brought in to modernise the brand and make it easier for the team to move fast without things getting messy.</p>

GOA Marketing

Helping a fast-growing marketing team look as sharp as the work they deliver

The brand now looks consistent wherever it shows up, the team can build and test pages faster, and design no longer slows campaigns down

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<p class="font_8">Hark Audio curate the best moments from podcasts into daily Harklists. The idea was strong and the product was well made, but the design wasn’t doing enough of the heavy lifting. Across the app, website, and marketing, small inconsistencies added up, which meant users had to work harder than they should have to understand what they were looking at. I was brought in to bring the design back into alignment so the product could explain itself visually.</p>

Hark Audio App

Making a curated audio app easier to understand through design, not explanation

The product feels coherent wherever people encounter it, the value is easier to grasp at a glance, and the team can move forward without re-deciding the basics every time

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