What I do
Turn market change, emerging needs and business ambition into a clear product direction, identifying where to play, what to create and which opportunities are worth pursuing.
Turn opportunity into distinctive products, bringing architecture, form, interaction, CMF and product identity together around how something should work, feel and belong.
Ground product decisions in how people actually perceive, behave and use, turning research, context and evidence into clearer, safer and more intuitive experiences.
Translate the proposition into a coherent system of product, design language, identity, packaging and touchpoints, building recognition from first encounter to everyday use.
Embed environmental thinking into product decisions — from material selection and circular systems to lower-impact manufacturing.
Explore how emerging behaviours, technologies and cultural shifts can create new products, experiences and categories.
