Prototypes & purpose

I design brand identities, user interfaces & experiences for exciting startups and established brands. I have over 15 years experience in various design fields and industries, from fashion to fintech and from entertainment to edibles.

In the past seven years or so I have focused on helping a number of startups build strong brands and great products.

I am the Design Director at London product studio Hi Mum! Said Dad.

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With family storytelling startup Kindeo I redesigned the iPad app’s navigation and sharing site, as well as designing new features including text and photo input.

View Kindeo

Illustration by Alex Mathers

Hashtag Pay

Frictionless Payment

With a few friends I set up #PAY, a frictionless payment service that integrates with Twitter. Users can set up an account and donate to their favourite charities with simply by tweeting the a hashtag.

View #PAY


I helped design a multi-language e-commerce and editorial platform for online members’ club Luxup, marrying its brands’ luxury flagship store experience with a premium and energetic digital offering. I’ve also worked on M&S, Mr Porter, Selfridges and Le Chameau.

View Le Chameau
Fashion Week


Here are four app designs. The closer a designer can get to the real product the better. Even with minimal transitions a fairly realistic impression can be achieved. Feel free to tap around the prototypes.


Brand and product design of Dash Audio’s effortlessly functional and mighty fun podcast player.


Oxfam is one of the larger charities in the UK. This rapid prototype was done to show how their Tag-a-Bag feature could work in the app.

Dash Audio

Bespoke audio player for news outlets and events.

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Redesign concept of world renowned gig ticket reseller SongKick’s iPhone app.

See what else was cooked up

View more case studies


I love working on projects that positively impact people’s lives; by making necessary tasks easier and by simply creating something people enjoy. I aim to make a big impact efficiently, by adding fun and clarity of purpose.

Path to Product

After earning a BA in Illustration I started working in print design, branding, event and exhibition design. At the same time I was designing simple websites. Pretty soon these became blogs, which turned into simple e-commerce sites, which became larger, multi-region responsive e-commerce sites. Then iPhone and iPad apps, desktop software and web apps. I've always worked closely with developers and project managers, adopting best practice production methods along the way.


Day to day I use Sketch and Marvel for wireframes, user journeys and complete designs. I also like to work directly in HTML and CSS and I use Framer a lot for app transitions and flows. I do my illustrations by hand, in Illustrator and Photoshop.


These are some brands I have worked for.
For some I have also designed the logo (which are marked with )


Thought about on a bus in London

Reach out

Let’s talk if you have an interesting idea for a new service, want help connecting better with your customers or want to increase your users.
Great design can come a long way.