I've worked across sport, broadcast, infrastructure and public-facing services in the UK, Europe and the US. From shaping the fan experience for the San Francisco Giants (MLB) to developing digital platforms, campaigns, and systems for major organisations. That work has consistently centred on the same idea — making complex experiences feel clearer, more intuitive, and more human.

I'm interested in the gap between strategy and reality. How things function in the real world. How people use a space, where friction appears, what builds connection, and what makes an experience memorable enough to last.