Creative director, brand strategist, and quietly subversive thinker.

I build brands that mean something, the kind that still feel human after a boardroom full of opinions. With over 20 years’ experience across Ireland, New York, and beyond, I’ve led everything from cult whiskey labels to national campaigns, bringing clarity, edge, and genuine emotional weight to the work.

I’m not precious about disciplines—strategy, identity, AI, packaging, storytelling, naming, it’s all part of the same system. What I care about is making brands that last because they’re built on truth, not trends.

As founder of Together We Create, I’ve partnered with global clients, family-run businesses, and disruptive startups. I’ve also helped reimagine traditionally stuffy sectors like dental and funerals (yes, really), always bringing a mix of strategic rigour and creative guts.

I recently served as President of ICAD, I judge awards across Europe, have a shelf load of awards, and occasionally question what personal branding is doing to all of us.

Design is my craft. Strategy is my edge. Curiosity is my fuel.