Work experience

Design Director

12/2018 – now

Fitch Hong Kong

Fitch is the world's leading branding and retail design studio with offices across the world.

I lead the design team, covering all UI and UX design output. Together we create some of Hong Kong's best digital work for the region's most forward thinking clients in the retail and member's club space.


Design team management Rapid prototyping Project scoping Strategy Ideation iOS & Android apps

Design Director

9/2017 – 11/2018

Hi Mum! Said Dad

Hi Mum! Said Dad is a full service digital agency focusing on designing and developing iOS and Android apps, but extending to CRM and payment platforms. Clients include The National Trust, Good Energy, Carling and a number of smaller businesses and startups.

I managed a team of talented designers, covering all visual and UX design output and I worked closely with strategy and development teams, generating new business and maintaining relationships with existing clients.


Design team management Rapid prototyping Project scoping Strategy Ideation Voice UI iOS & Android apps

Design Lead

2/2017 – 9/2017


Kindeo is an autobiographical storytelling iPad and web app aiming to let user create a lasting legacy that is shared with family members. As the principal designer in a small, agile team I was responsible for the design of the app, the sharing website and marketing pages. I designed the UI as well as the complete user journeys, from first-time-use to app mastery.


UI design UX design Feature ideation User testing iPad app Onboarding Investor presentations

Freelance designer

September 2016 – February 2017

For a few months I worked on the UI of a travel agent’s back office booking system and its consumer web site. I also designed email sequencing in Salesforce & Gmail integration software Ebsta, as well as their GDPR management tool.


UI Design UX Design Dashboard Admin tools Software design

Design Lead

April 2016 – August 2016

Dash Audio

Dash was a suite of audio analytics tools allowing podcast creators gain better insight into their audience. I designed Jukebox, a podcast app for iPhone and iPad, the analytics dashboard, several bespoke audio apps, a consumer and enterprise website and dev docs.


iPhone app iPad app Development docs Illustration Dashboard UI

Principal designer

March 2013 – March 2016

Dave’s Lab

Dave’s Lab is an independent research and technology company that focuses on e-commerce and payment solutions. Among other projects I designed a global multi-language store and helped define its brand, a finance application and a property management site and dashboard. We set up several companies with our own proprietary software, one of which is #PAY, a social payment and Twitter integration for which I did the brand identity, user experience and dashboard interface design.


e-commerce Branding Payment platforms Illustration Onboarding Dashboard

Senior Designer

April 2012 – February 2013


Luxup was an online member’s club / rewards programme, that wanted to bridge the widening gap between e-commerce and luxury fashion brands’ flagship store experience. I helped design user journeys for online stores in three regions, editorial pages, checkout and product pages.


Design team management Dev handover e-commerce Branding Fashion Illustration Editorial

Mid-Weight Designer (freelance)

2010 – 2012

After leaving Selfridges I freelanced for various online retailers, among them M&S, Miss Selfridge and Hobbs, and I worked on the launch of Mr Porter. As a side project I developed a game concept that I had built into an online multi-player game.


e-commerce art direction iPhone app Responsive design

Graphic Designer

2007 – 2010


Selfridges is the world’s best department store. In fact, it won that title twice during my time there. I had the privilege to build its brand through varied and exciting projects, most notably the design of their Centenary Exhibition in 2009, various instore event graphics and their own label food brand.


Print Events Exhibition Retail Fashion Food Editorial


2005 – 2007

I moved to London in 2005 and during the first two years I worked as an artworker in various design studios, learning production techniques in food packaging, annual reports, events, books and a bit of retouching. Around this time I was mostly fooling around with Flash and I set up my first Wordpress site... whoop whoop!





100 Design classes

Central St Martin’s
London, UK


Rapid idea generation


Fine art

OTIS College of Art & Design
Los Angeles, USA


Painting Large scale photography Art critique

1997 – 2002

BA Illustration

Willem de Kooning Academy
Rotterdam, The Netherlands


Illustration Design methodologies Painting Photogaphy Collage

Design areas

I’ve mostly worked in small and agile product teams, delivering large websites, apps and small landing pages quickly and with dedication. Below is a list of skills and methods acquired over the years, that I feel most comfortable with.

Product design

UI design

Brand identity


Motion design

Rapid, high fidelity prototyping

Interaction Design

iPhone app

iPad app

Icon development


User testing


One of the most thrilling aspects of being a designer is the opportunity to dive into varied industries and try to understand its market, its customers and their visual language. I’ve designed products in the following industries.










Made with love in London