I begin agency life in 1997, where I become part of the management team for prolific digital design practice Digit London Ltd.

As part of the management team I worked with numerous clients on a number of high-profile projects for brands such as Sony, MTV and Nike.

Surrounded by a highly creative and diverse team, I set up the R&D department where we encouraged the exploration of integrating the digital world back into physical spaces.

My work at this time aligned with the innovative design pioneers that emerged in the early 2000’s, crossing the boundaries between the Arts, Gaming and Commercial platforms.

The inventive and progressive approach to interaction design created demand from both the cultural and commercial sectors, giving the studio global critical acclaim.

From 2003 I Co-founded and ran the multi award-winning Experience Design and Innovation firm AllofUs from its studios in London and San Francisco, before its acquisition by Boston Consulting Group (BCG) in 2019.

AllofUs was an early pioneer of digital product innovation and service design, working for some of the world’s leading tech, media, retail and cultural institutions alongside a range of start-up ventures.

My Primary role at AllofUs alongside leadership responsibilities, was as a designer, technologist and innovator, giving me the ability to consult with clients and lead design teams to push beyond the expected.

My time at BCG running a diverse range of projects, was as a champion & practitioner of Design Thinking, helping the Strategy, UX, Creative & Tech departments work fluidly together, making sure the creative output was always at the highest level of design and innovation, while always meeting an implicit human need.