About me.
I grew up in Newcastle in the early ’90s, a city caught between what it was and what it might become.
Industry was slipping away. Culture was shifting. The ground felt unsteady, like the old rules didn’t apply anymore. Communities were being reshaped, sometimes torn apart. Familiar things disappeared. New ideas showed up uninvited.
But in the cracks, something new was trying to grow.
That kind of environment teaches you quickly. Resilience isn’t a mindset, it’s muscle memory. Community isn’t a luxury, it’s how you stay upright. And anything worth building, you build with people, not for them.
Those early years shaped how I see the world.
They gave me a desire to build brands that feel human, that connect deeply, and that put community first.
Defined by culture.
I’ve always been a bit obsessed with brands. It started young with Stüssy, Nike, and MTV.
Growing up in the ’90s, there was this huge cultural wave coming in from the US — music, sport, streetwear — and I was hooked.
My first proper job was at Bacardi Brown-Forman, working across brands like Bacardi, Jack Daniel’s, Bombay Sapphire, and Grey Goose. It was a wild ride. Music and fashion were shifting from underground scenes into the mainstream, and brands were right there, riding the wave. I was fascinated by how they found their voice in all that cultural chaos.
I’ve always been drawn to what’s bubbling just beneath the surface, the early signals before something breaks big.
Spotting those moments and turning them into something meaningful for a brand?
That’s always been my sweet spot.
The Edge of Shadows Reveals Hidden Opportunities
I’ve always believed in the power of spotting what’s coming before it’s fully here, kind of like seeing around corners. The way scientists use shadows and reflections to figure out what’s hidden? That’s how I think about culture and trends.
It’s about reading between the lines, picking up on the small signals others miss, and using them to get a jump on what’s next.
That’s what makes branding exciting for me. It’s not just about keeping up, it’s about looking ahead and connecting what’s happening now to what could happen next.
When you can see around corners, you don’t follow trends, you help shape them. That’s how I build strategies that lead, not chase.
Always one step ahead.
