Creative Director

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Designer

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Copywriter

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Illustrator

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Creative Director / Designer / Copywriter / Illustrator /

 

BIO

I am a Creative Director and Designer with 26 years of experience building brands that people actually notice. My career has been a mix of big-agency strategy and hands-on craft, giving me a 360-degree view of how to move an idea from scamp to a finished campaign. I’m at my best when I’m bridging the gap between a business goal and a creative answer that surprises. Whether I’m leading a team at a global agency or experimenting with AI tools, my focus is always on pushing work ahead of the curve - for myself, the agency and ultimately, the client.

Explore the following portfolio sites to view skillsets or…

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Generation is easy; curation isn’t.
AI is here to stay, but it takes a human eye, a clear point of view, and uncompromising art direction to turn output into identity.

 

Design

Design is my foundation. I’ve worked on everything from the digital interfaces of European dot-com startups to the physical craft of Ireland’s first €2 commemorative coin. Through my studio, Brandish, I have acted as a creative partner for organisations like Aer Lingus and ISPCC and Gym + Coffee, helping them navigate brand transformations and digital-first challenges. I’m a firm believer in continuous improvement, constantly evaluating new platforms and design techniques to ensure the highest level of quality and consistency across every channel.

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Advertising

I’ve spent over two decades in the trenches of full-service agencies like Ogilvy, Grey Toronto, Javelin, directing multi-platform campaigns. My experience covers the full spectrum - from national TV spots and digital-first social content to experiential events. I’ve transitioned from being a lead creative to a mentor, helping teams find the "hook" in a brief and encouraging them to take risks. I believe in using data and insights to inform the work, ensuring that every creative execution isn't just visually striking, but strategically sound.

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Illustration

Over the years, I have illustrated a wide variety of projects, showcasing a diverse range of styles and technical executions. My work in this space is defined by work that requires both precision and storytelling; notable achievements include designing national currency, commemorative stamps, and the cover for a rare Rolling Stones single. Whether it’s a hand-drawn editorial piece or a complex digital vector, I use illustration as a tool to give brands a unique, proprietary visual language.

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Copywriting

I’ve always believed that the best designers understand the power of the word. My approach to copy is rooted in clarity and "The Big Idea." I’ve written for press, radio, and TV, ensuring that the verbal identity of a brand is just as compelling as the visual. Whether it's crafting a disruptive headline for a social campaign or developing a brand’s tone of voice from scratch, I ensure that the message is always aligned with the business objectives and the target audience.

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PACKAGING

Through Top Shelf Studio, I provide high-end creative direction specifically for the beverage and FMCG sectors. I lead the development of visual identities for brands that need to own their space on a crowded shelf. My approach blends market strategy with disruptive design, ensuring that a brand’s packaging doesn't just follow industry trends—it sets them. I focus on creating cohesive brand worlds that translate seamlessly from the physical product to digital and social channels.

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