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Work Background
KerfDirector
Jul. 2024United KingdomKerf is a strategy-led brand design studio helping businesses build clarity, distinctiveness, and connection. I lead all client engagements, from brand strategy workshops through to visual identity, digital experience, and ongoing design support. Key focus areas: • Brand strategy and positioning • Identity systems and brand rollouts • UX/UI design and websites • Creative direction for print and digital • Long-term design partnerships
CWS AgencyCreative Director and Co-Founder
Nov. 2016 - Jun. 2024I co-founded CWS, a full-service digital agency specialising in branding, marketing, and web for startups, SMEs, and growth-stage businesses. Over 7+ years, I helped dozens of clients clarify their brand message, elevate their visual identity, and create digital experiences that convert - often acting as a strategic partner across brand and business. Key highlights: • Led brand identity projects from concept to rollout across sectors including e-commerce, non-profit and education • Facilitated brand strategy workshops to align leadership teams and define market positioning • Helped grow CWS into a profitable, referral-led studio with a reputation for clarity, creativity, and results CWS laid the foundation for Kerf—refining my belief that brand strategy is what turns design from decoration into a real business asset.
Pro-active Community Endeavours (Pace)Member Board of Trustees
Mar. 2008Loughborough, England, United KingdomI previously worked for the charity between 2003 and 2011 as part of their debt advice team at the Pace Advice project. And became a trustee in 2008, assisting with brand and design expertise.
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