Creative direction
One clear direction across every expression of the business.
I provide senior creative direction for businesses that need more than a collection of individually competent outputs. My role is to establish the idea, standards and point of view that allow brand, campaign, digital, print and physical experience to feel as though they belong to the same business. This can take the form of a defined project or an ongoing fractional role—embedded senior leadership that guides in-house teams and specialist partners without the overhead of a full-time appointment.
The opportunity
When good work still feels disconnected
A business can commission strong design, photography, content and digital work yet still lack a coherent impression. The problem is rarely effort. It is the absence of one accountable direction connecting commercial intent with the creative decisions people encounter. I help leadership teams identify what matters, make the important choices and give internal teams and specialist partners a clear standard to work towards.
Scope of work
Where I can contribute
- 01
Creative direction and art direction
A distinctive creative position and the visual judgement needed to carry it consistently across channels.
- 02
Creative strategy
A practical bridge between commercial ambition, audience understanding and the work that should be made.
- 03
Campaign direction
Concept, narrative and art direction that create a recognisable campaign system rather than isolated executions.
- 04
Design leadership and review
Senior guidance for teams and partners, with clear feedback, priorities and quality control.
- 05
Creative and brand stewardship
Ongoing guardianship of the central idea, identity and quality of the customer experience.
- 06
Strategic creative counsel
Direct advice for founders and senior teams when opportunities, launches or difficult decisions arise.
- 07
Team and partner guidance
Clear briefs, constructive review and leadership across internal teams, agencies and specialists.
- 08
Campaign and project direction
Senior involvement in important work without needing to rebuild context for every project.
- 09
Standards and governance
Practical principles and review rhythms that keep quality high as output grows.
Working approach
Direction that remains close to the work
I stay directly involved from the first strategic questions through to the details that determine whether the work feels resolved. That can mean setting the creative platform, directing specialists, reviewing work in progress or helping a leadership team make a difficult choice. The structure adapts to the opportunity, but responsibility for coherence remains clear.
Private enquiry
Bring clarity to the next stage.
If the business has ambition but the creative work lacks one assured direction, a private conversation is a useful place to begin.
Begin a conversation