The work needs more than execution
It needs the thinking before the work
I’m a Creative Director and senior creative leader with deep experience in healthcare and science communication. I help organisations and creative teams understand complex challenges and turn them into clearer ideas and communication that people can trust and use.
Complex challenges
need clearer thinking
The challenges organisations face are rarely one-dimensional. Science, technology, human behaviour, business needs and changing expectations often collide in the same brief.
I help teams get to the real challenge and find the important questions before deciding what the work should become. From there, I help shape a clearer creative direction and make sure the communication has a purpose.
How I work
I’ve always been curious. I keep asking questions and testing what I think I know until I understand the subject from more than one angle. That means looking at the science or technology, the context around it and what it means in real life. Understanding the challenge properly gives the whole team a stronger place to start. It helps us question assumptions and avoid jumping to an answer before we know what really matters.
In healthcare, that can mean looking beyond a condition or treatment to understand how it affects someone’s everyday life and the decisions they make. That curiosity has taken me from healthcare and science communication into brand building, storytelling, sound and emerging technologies. The subjects change, but the instinct is the same. Do the work to understand what matters, then make something useful from it.
