Seven years in advertising (Ogilvy, TBWA) taught me how to frame the right problem before solving it. Now I apply that instinct to the earliest, messiest stage of product — defining problems, validating concepts, shaping what to build. Founder, Elements Labs.
Case studies
How I work
I don’t see strategy, communication and design as separate disciplines. As I’m helping define what a product should be, I’m already thinking about how people will understand its value through the experience itself. That’s the perspective I brought from advertising into product design, and it’s the thread running through everything I do.
About
After running creative campaigns in London and Berlin, I moved into product design because I wanted to build things that are genuinely useful.
My advertising experience taught me that the real problem is rarely the stated one. That's how I approach design — turning complex problems into clear, effective products.
I'm also building Elements Labs, an initiative helping young people understand and manage digital harm.
Strategic product designer. I help teams build the right thing — and make it land.
➤ Seven years in advertising taught me to find the real problem before solving it
➤ Now I help startups, scaleups and product teams align product and story
➤ Founder, Elements Labs. Helping young people understand and manage digital harm
➤ 7 years in advertising (Ogilvy, TBWA) taught me to find the real problem before solving it.
➤ Now I help startups & scaleups create products people choose and value.
➤ Founder, Elements Labs.
7 years in advertising taught me to find the real problem before solving it. Now I help startups & scaleups create products people choose and value.
Founder, Elements Labs.
Seven years in advertising taught me to find the real problem before solving it. Founder, Elements Labs.
Strategic product designer. I help teams build the right thing — and make it land.
➤ Seven years in advertising taught me to find the real problem before solving it
➤ Now I help startups, scaleups and product teams align product and story
➤ Founder, Elements Labs. Helping young people understand and manage digital harm
Helping startups & scaleups create products people choose & value. Founder, Elements Labs. Ex Ogilvy, TBWA.
7 years in advertising taught me to find the real problem before solving it. Now I help startups & scaleups create products people choose and value.
Founder, Elements Labs.
Seven years in advertising taught me to find the real problem before solving it. Founder, Elements Labs.
Strategic product designer. I help teams build the right thing — and make it land.
➤ Seven years in advertising taught me to find the real problem before solving it
➤ Now I help startups, scaleups and product teams align product and story
➤ Founder, Elements Labs. Helping young people understand and manage digital harm
Helping startups & scaleups create products people choose and value. Founder, Elements Labs. Ex Ogilvy, TBWA.
Seven years in advertising taught me to find the real problem before solving it. Founder, Elements Labs.
Who I've worked with
About
After running creative campaigns in London and Berlin, I moved into product design because I wanted to build things that are genuinely useful.
My advertising experience taught me that the real problem is rarely the stated one. That's how I approach design — turning complex problems into clear, effective products.
I'm also building Elements Labs, an initiative helping young people understand and manage digital harm.
How I help product teams
You have an idea, but you’re not sure people will get it.
See: The Elements
>
The Elements
You’ve built something and it’s not landing.
See: The Elements
>
You want to build with a new capability.
See: The Elements
>
You have an idea, but you’re not sure people will get it.
See: The Elements
>
You’ve built something and it’s not landing.
See: The Elements
>
You want to build with a new capability.
See: The Elements
>
You need to prove a concept fast
See: The Elements
>
You’re building in a behaviour change space
See: The Elements
>
You're managing complexity
See: The Elements
>
You have an idea, but you’re not sure people will get it.
See: The Elements
>
The Elements
You’ve built something and it’s not landing.
See: The Elements
>
You want to build with a new capability.
See: The Elements
>
About
After running creative campaigns in London and Berlin, I moved into product design because I wanted to build things that are genuinely useful.
My advertising experience taught me that the real problem is rarely the stated one. That's how I approach design — turning complex problems into clear, effective products.
I'm also building Elements Labs, an initiative helping young people understand and manage digital harm.
The boundaries between strategy, product & communication have never made much sense to me.
A product no one wants is a strategy problem. A product no one understands is a communication problem. A product no one can use is a UX problem. The work I enjoy most lives in the overlap.
You have an idea, but you’re not sure people will get it.
See: The Elements
>
You’ve built something and it’s not landing.
See: The Elements
>
You want to build with a new capability.
See: The Elements
>
Your product has grown too complex.
See: The Elements
>
You need to prove a concept fast.
See: The Elements
>
You’re building in a behaviour change space.
See: The Elements
>
