Creative Direction / Brand Architecture / Culture

The basics

Creative Director (Art). 25+ years of dot-connecting, core storytelling and high-end execution for national and international brands.

German Design Award Gold and Red Dot Award, both for MATE product and design work.

The specialties

Brand building and development. Positioning and storytelling. Idea and concept development. B2B and B2C campaign thinking. Equally at home in digital and traditional media. Creative direction and senior hands-on execution across the whole creative trade.

Cultural relevance – moving brands from the category conversation into the one people are already having.

The toolkit

Highly proficient in Adobe Creative Cloud, fluent in Figma. This site was designed in Figma and built in Claude Code — one of several places I’ve been using agentic workflows to compress the distance between an idea and a working version of it, from research and concept development through iteration, versioning and production.

The bonus info

Married, father of two boys, half-scouse, full Liverpool FC. Based in Copenhagen, running The Boys’ Father independently – could be persuaded into the right permanent role.

Currently booking projects. Get in touch or view my CV.

at the MONCLER GENIUS show in milan

Focus and core skills

For the past five to six years, the majority of my output has gone to MATE – by an English country mile. A high-paced tenure spent finding ways to add layer after layer to something the market had decided was a commodity.

Since then I’ve calibrated my focus towards creative leadership, brand consultancy, creative strategy and effective systems. Without letting go of the skillsets it took all this time to fine-tune.

You never forget how to ride a bike.

BRAND: Strategy, Positioning, Core Narration, Naming, Architecture, Visual Identity, Systems and Platforms.
EXECUTION: Concept and idea development, Creative Direction, Art Direction and Copywriting, Platforms and Campaigns.
CREATIVE LEADERSHIP: Audit, Identify, Nurture and Improve. Informed Opinion, Feedback Precision and Clarity. Clear Direction, Nudge, Guide and Grow. Kindness Always Wins.

Select Client List

The Other

Brand / Identity / Design / Packaging

Fargo

Brand / Identity / Design

EZR

Brandbook / Core Story / ToV

H2OFagerholt

Brandbook / Core Story / Collabs

OW Collection

Brandbook / Collabs / Design

Lunar

Brand / System / Campaigns

MATE.BIKE

Brand / DNA / System / Subbrands / Collabs / ...