On This Land

Skills:

Social Media Design
Graphic Design

Social media cards for On This Land, a volunteer-led Palestine solidarity collective . Designed to sit as a pinned series on their Instagram grid, the cards introduce the organisation. Working within existing brand guidelines and with loose copy, I had creative freedom to bring the assets together into a cohesive, scroll-stopping set.

FermionX Group

Skills:

Layout Design
Marketing Materials

Printed marketing materials and large document layouts for FermionX Group, including white papers, user manuals, product flyers and quick start guides. The work required close attention to detail to ensure technical information was presented clearly and consistently whilst adhering to brand guidelines.

Scouts Store

Skills:

Illustration
Graphic Design
Product/Merch Design

A collection of woven badges commissioned by Scout Store, designed to be sold as products through their buying department. The range spans a playful hot drinks series alongside Remembrance badges created in partnership with the Royal British Legion, which required close adherence to strict brief guidelines, mandatory design elements, and the constraints of small-scale woven production.

Dobell

Skills:

Graphic Design
Social Media Design
Packaging Design
Digital Design
UX & UI Design
Web Banners

Day-to-day graphic design output produced during my time in-house at Dobell, covering the full breadth of the brand's marketing needs. This included social media content, email campaigns, paid advertising, and packaging design across seasonal and promotional campaigns.

By leveraging tools like Milled, GA4, and Meta analytics, I ensured every design choice was grounded in what actually resonates with the audience. This research-led approach allowed me to translate complex market insights into a refined, high-performing visual language.

Email Design:
  • Open rates of 20–34% against previous and subsequent average of 15–25%
  • £135k in email revenue, accounting for 4% of total sales overall
  • Designed nine responsive screens across desktop, mobile, and tablet: accounts overview, current account, and spending overview
Packaging Design:
  • Designed across mailing bags, swing tags, shoe boxes, suit bags and business cards
  • External supplier management, adhering to technical specifications across multiple materials and finishes
Pop-Up
UX:
  • Visitor-to-subscriber conversion doubled from ~1.1% to ~2.2–3%
Paid Social Creative (Meta & Pinterest):
  • ROAS improved 150% year-over-year, from 5.38 in 2024 to 13.43 in 2025
  • Top campaigns averaged 13.42x ROAS in February 2026 against a 2–4x industry benchmark
Video Creative:
  • End-to-end video creative where none previously existed and building a consistent production cadence.
  • Short and mid-form campaign videos for email, social, and web, plus affiliate and Google Shopping assets
  • ~50% early engagement rates on YouTube and PMAX, outperforming benchmarks

Kitty Wheeler Shaw

Skills:

Graphic Design
Typography
Brand Identity

Speculative brand identity created for wedding photographer Kitty Wheeler Shaw. The brief was self-directed, exploring how her name and aesthetic could translate into a visual identity, resulting in a monogram lockup and wordmark built around elegant serif typography and delicate star details.

Suit Lining Design

Skills:

Illustration
Textile Design
Pattern Design

Speculative suit lining designs created for Dobell, exploring a British seaside theme across a range of prints. The brief called for variety; some designs bold and eye-catching, others more subtle for use on core suits, with illustrations ranging from oystercatchers and shells to hot air balloons and citrus fruits.

Alex Monroe

Skills:

Illustration
Graphic Design
Retail / Window Design

A collection of freelance work completed for London jewellery brand Alex Monroe between 2021 and 2022. This included a hand-drawn illustration commissioned to announce the opening of their Covent Garden store, seasonal shop window designs hand-drawn directly onto the glass, and illustrative artwork produced for printed gold vinyl window installations across two Christmas campaigns.

Date:
2021/22

Misc Illustration

Skills:

Illustration

A selection of personal and commissioned illustration work spanning food, travel, figure, and wedding stationery. The range reflects an ongoing personal practice alongside client projects, from editorial-style food scenes and travel sketches to wedding portraits and hand-drawn dog illustrations used as table names.