Selected projects, brands, and campaigns.
2026 · HelloFresh · VP & Global ECD
Categories: Campaign
The second act of our Serena partnership. Maximum Effort back in the room, a bigger team across HelloFresh pushing in the same direction, and a shared belief that Factor_ has a real role to play in helping people Eat Real. This one felt like we were hitting our stride.
2026 · HelloFresh · VP & Global ECD
Categories: Campaign
When Serena Williams trusted us with the secret that she was coming out of retirement, our team executed a two-week monster sprint to ensure Factor was standing beside her the exact moment she stepped back into the spotlight. Linking up with the incredible crew at Maximum Effort allowed us to move incredibly fast to make this massive moment matter, and we are unbelievably proud to share this launch as the first of many from our multi-year partnership.
2026 · HelloFresh · VP & Global ECD
Categories: Campaign
We had the privilege of collaborating with the incredible stills photographer Diego Texera, who relentlessly worked through a massive number of setups to capture our Serena Williams partnership. Supported by an absolute army of people behind the scenes, his brilliant assets are rolling out right now across everything from our app loading screens to community emails.
2026 · HelloFresh · VP & Global ECD
Categories: Campaign
Sorry boring dinners. A quick overview showing how we're evolving our performance marketing.
2025 · HelloFresh · VP & Global ECD
Categories: Brand
Unified the brand across North America and Australia. Built a circular counter shape into the R, P and A — inspired equally by coins and plates. Tiny detail. Massive rollout.
2025 · HelloFresh · VP & Global ECD
Categories: Campaign
Built with Monks at terrifying speed. A basketball player. A drummer. One shared mindset: performance starts with food.
2025 · HelloFresh · VP & Global ECD
Categories: Campaign
Doug Perkul set the stage. I helped local markets bring it to life. The UK version featured Olivia Colman reminding everyone dinner is worth fighting for.
2024 · Tinder · Creative Director
Worked inside Product, not Marketing. A useful inversion. Used the product to build the brand — not the other way around. Reimagined “It’s a Match,” refined gestures, rebuilt systems, tightened the whole machine.
2024 · Tinder · Creative Director
With Koto and NaN, developed a bespoke typeface full of attitude, energy and just enough chaos.
2024 · Tinder · Creative Director
Categories: Brand
Worked with Koto to define a flexible illustration system — then pushed it into motion to make the brand feel alive.
2024 · Tinder · Creative Director
Categories: Brand, Digital
Big brands need periodic therapy. We stress-tested every ingredient in the Tinder system to understand what still sparks.
2022 · Google · Head of Brand Design
Categories: Brand, Digital
With Andy Stewart and the Material team, explored how fluidity, geometry and motion could make billions of icons feel unmistakably Google.
2022 · Google · Head of Brand Design
Categories: Brand, Digital
With Koto, explored how Google’s visual language could flex for a multimodal future. Search stopped being just a box.
2022 · Google · Head of Brand Design
Built flexible creative systems with Koto that let Google feel like Google before the logo even appeared.
2022 · Google · Head of Brand Design
Explored how UI principles could become graphic signatures in marketing. Screenshots deserve better lives. Koto get all the credit.
2019 · Pinterest · Global Creative Director
Categories: Brand, Campaign
With Made Thought, developed a collage aesthetic that embraced messy inspiration over “Pinterest perfect.”
2021 · Pinterest · Global Creative Director
Built a visual language for trends that hadn’t happened yet. Which, thankfully, sounded less strange at Pinterest.
2021 · Pinterest · Global Creative Director
Categories: Brand, Campaign
Explored how the humble pin itself could become an ownable brand signature. Credit to the Andreas' and everyone obsessed enough to care deeply about a tiny red shape.
2020 · Pinterest · Global Creative Director
Categories: Brand
Helped Pinterest evolve from inspiration platform to creator platform. Built tools, campaigns and events that gave brilliant people room to teach.
2021 · Pinterest · Global Creative Director
With 72andSunny, launched a full global campaign spanning product, social, activations and film.
2020 · Pinterest · Global Creative Director
A strange year. An optimistic recap. Proud of the team for making beautiful things while the world melted slightly.
2021 · Pinterest · Global Creative Director
Shopping grew. Predicts found its feet. The collages got weirder. Good signs all round.
2021 · Pinterest · Global Creative Director
Led by the brilliant Skylar van der Molen. A giant production celebrating what happens when creative people collide constructively.
2021 · Pinterest · Global Creative Director
Finally got confident enough to really push the collage system into motion, culture and chaos.
2021 · Pinterest · Global Creative Director
2019 · Waze · Creative Director
Categories: Brand, Campaign
Fabricated and photographed every element for this project in Portland. Very hands-on. Very little sleep.
2016 · Deliveroo · Creative Director
Categories: Brand, Campaign
A huge rebrand with many moving parts. Built a flexible identity system around food, motion and energy. Still surreal seeing it speeding around cities everywhere.
2019 · Roland · Creative Director
Categories: Brand, Campaign
Helped (re)launch the Phantom through digital storytelling systems built for a very iconic instrument.
2018 · Nectar · Creative Director
Categories: Brand
Turned loyalty points into something people could actually feel emotionally connected to. A surprisingly fun challenge.
2018 · Impira · Creative Director
Categories: Brand
An AI-powered asset management company before everyone suddenly became an AI-powered company.
2018 · British Airways · Creative Director
Categories: Brand, Digital
Simplified a wildly complicated digital ecosystem into three clear ideas: discover, book and manage.
2017 · Automattic · Creative Director
Categories: Brand
Worked with John Maeda to clarify how WordPress communicated itself inside the broader Automattic universe.
2017 · WorldFirst · Creative Director
Categories: Brand
Built a global payments brand with a surprisingly catchy sonic identity.
2017 · Wattpad · Creative Director
Categories: Brand
Created a flexible identity system for one of the internet’s most expressive storytelling communities.
2017 · Wahaca · Creative Director
Categories: Brand
Worked with Thomasina Miers to reconnect the brand with the spirit and culture of Oaxaca, Mexico.
2017 · Typeform · Creative Director
Categories: Brand
Made forms feel human. Which, at the time, felt almost suspiciously optimistic.
2017 · Art Finder · Creative Director
Categories: Brand
Built a brand around the tiny red sticker that means: “Sorry. Sold.”
2017 · Depop · Creative Director
Categories: Brand, Digital
Helped shape an identity system expressive enough to match the community using it.
2016 · Star TV · Creative Director
Categories: Brand
One of India’s largest TV networks. Built a brand platform around a simple ambition: Imagine More.
2016 · Drivy · Creative Director
Categories: Brand
Helped a French car-sharing platform explain why borrowing a stranger’s car was actually a good idea.
2016 · Roli · Creative Director
Built the brand around the physical gestures of playing the instrument itself. Music as interface.
2015 · Airbnb · Creative Director
Categories: Digital
Joined DesignStudio the day the Airbnb rebrand launched. Later helped the San Francisco team unpack what “belong anywhere” actually meant.
2025 · Bank al Etihad · Creative Director
Categories: Brand, Campaign
Worked with customers across Jordan to tell stories about the role a bank can play in people’s lives. Deeply human work. Made in partnership with photographer & director Paul Barbera.
2015 · Treatwell · Creative Director
Categories: Brand, Campaign
Unified multiple salon businesses into one expressive beauty brand. Still looks great!
2017 · How We Feel · Creative Director
Categories: Digital, Campaign
Built at the height of the pandemic to help communities understand emotional wellbeing in real time. Still proud of this one.
2025 · Zag · Creative Director
Categories: Brand
Helped refine the final expression of the World Supercross brand. Loud. Fast. Dust everywhere.
2023 · Adidas · Creative Director
Categories: Brand
Worked with Horst Bente to help preserve and tell the story of the Adidas legacy properly.
2023 · Sonic Sphere · Creative Director
Categories: Brand
A giant immersive sound experiment with too many speakers and exactly the right amount of chaos.
2023 · Future Cards · Founder
Categories: Digital
A playful AI-powered strategy tool built before AI became everyone’s entire personality.
2024 · Higginson Hurst · Founder & Advisor
Categories: Campaign
Turned construction hoardings into collaborative cultural space while the restaurant was being built.
2024 · Higginson Hurst · Founder & Advisor
Categories: Brand
Worked with Sasha and illustrator Chris Dent to build collectible city-based artwork for every release.
2023 · The Type Foundry · Founder & Advisor
Tried to build a type marketplace and 3D print fonts before the world was remotely ready. Character-building experience.
2020 · Lock Down · Creative Director
Categories: Campaign
Made a strange little film about boredom with my brother-in-law Thomas Knights. Seemed appropriate at the time.
