Throughout my career, I have worked across startups, multinational organisations and higher education, leading multidisciplinary projects spanning brand identity, digital products, customer experience, publishing, online learning, film production and leadership development. Whether building something from the ground up or helping established organisations evolve, I enjoy solving complex challenges by combining strategic thinking with thoughtful design and collaborative leadership.

A defining chapter of my career has been co-founding the About my Brain Institute in 2009, where I have helped shape the creative vision behind a global leadership development organisation. Working alongside neuroscientists, psychologists and executive coaches transformed the way I approach design. It reinforced my belief that the most meaningful products, services and brands begin with understanding people, not only what they do, but why they do it.

This philosophy has influenced every aspect of my work. Rather than viewing branding, product design, user experience and communication as separate disciplines, I see them as interconnected parts of the same human experience. Great design isn’t simply about aesthetics or usability; it’s about creating clarity, trust and meaningful interactions that enable people and organisations to perform at their best.

Alongside my industry work, I have spent more than a decade lecturing and mentoring at Billy Blue College of Design and the University of Sydney, teaching branding, design innovation, entrepreneurship, user experience and service design. Education has always been an important part of my career because I believe creativity is not a talent reserved for a few, it is a capability that can be developed through curiosity, practice and the right environment.

I have also produced of the internationally award-winning documentary Make Me A Leader, delivered a TEDx talk exploring the relationship between imagination and creativity, and in 2026 co-authored Brain-Friendly Leader: The Human Edge in the Age of AI. Across each of these projects, a common question has guided my work: How do we design experiences that help people think better, create better and lead better in an increasingly complex world?

Photography remains at the foundation of how I see the world. Long before I worked in branding or product design, it taught me to observe carefully, recognise patterns, understand emotion and tell stories visually. Those lessons continue to shape every project I undertake today.