Writing, cooking, art — I tried a lot of things before anything clicked. When it did, I went back to college in my 30s for my second degree. Best decision I’ve made.

Before that, I’d spent years in retail and e-commerce learning what makes people stop, look and buy — and what makes them scroll straight past. Then in the third sector, I put that instinct to work across marketing, communications and branding.

I believe the best design comes from lived experience. If you’re a small business, a startup or a charity, I’m not guessing at what your audience needs — I’ve worked in those worlds, and that shapes everything I do.

My process is consultative and structured, but the thinking behind it is instinct-led. I ask a lot of questions, I push back when something isn’t working, and I care as much about whether the work connects as whether it looks good.

Outside of work I’m living in Glasgow with my husband and our dog — I read tarot, watch an alarming amount of reality TV and take gaming very, very seriously.