WHITECHAPEL, 2015
London Art Book Fair
Collaboration with MadeThought for an international art publishing event, featuring London Underground typeface, contemporary semi-transparent colours, and traditional marbling for a unique ID.
GALLERY
A selection of work spanning branding, product design, creative direction and digital transformation across culture, luxury and technology.
From exhibitions and in-person experiences to online and AI-enabled products, each project demonstrates a systems-led approach to connecting people, technology and business goals through thoughtful design.
Browse projects by focus
TATE, 2014
Alibis: Sigmar Polke
Exhibition branding and campaign design using Polke's 'Girlfriends' artwork as inspiration for the design with raster dots, Xerox glitches, and vibrant neon washes offering a range of versatile formats.
TATE, 2012
Damien Hirst
Typography borrows from pharmaceutical packaging; stacked hierarchical 50/50 split, faded black contrasts with vivid red lettering, all items are printed on a high box card to mimic pill cartons.
CHRISTIE'S, 2019
The George Michael Collection
Led the identity and digital campaign for a global auction highlights tour, showcasing George Michael's art collection and career, culminating in London as Christie's most visited exhibition... ever.
TATE MODERN, 2015
Malevich
1900s Russian Empire map and an accordion timeline introduced visitors to his life and 20th-century Russian history, with the entrance inspired by his Suprematism art.
TATE BRITAIN, 2014
Turner Prize
The 30th Turner Prize at Tate Britain, announced live on Channel 4, featured a new colour palette, typography and branding, symbolising the four nominees and a ballot box.
The Wiener Holocaust Library, 2019
The Wiener Holocaust Library
A fresh brand identity, utilising a unique serif font, reflects scholarly objectivity and a commitment to education against prejudice, pairing tradition with digital accessibility.
TATE MODERN, 2019
Musée de la danse
'If Tate Modern was Musée de la danse?' became the central theme across all touch-points, in-person and online, orchestrating a dance-infused museum transformation.
for YOUR HOME, 2025
Decorative Arts
Collaborated with the Decorative Arts Specialists at Christie's to design a revamped online experience for collectors, introducing new features such as a room-specific filtering system and a multi-item, shareable wishlist, aimed at boosting the volume of qualified enquiries.
Results
+5% Enquiries
+12% Sales share
CHRISTIE'S, 2024
Watch Shop
Led the development of an MVP for Christie's Watch Team's online shopping experience, featuring top luxury brands. The shop achieved record visits, becoming the second most visited section and ranking highly for CTP rate, demonstrating strong demand for luxury shopping.
Results
11.4% CTP Rate
80% New buyers
CHRISTIE'S CRM, 2025
Email relaunch
Led cross-functional teams in designing and implementing new lifecycle communications, utilising data-driven designs, managing delivery sprints, and training teams on a new 'drag and drop' editor, resulting in a substantial boost in CTR and conversions.
Results
+10% CTR
+24% Sign-ups YoY
DESIGN MIAMI, 2020
Alternative Americas
Worked with the Design Miami team to craft an immersive online viewing room and virtual tour, showcasing historically and culturally significant pieces, including renowned chairs by Wharton Esherick and the Campana Brothers.
Results
-22% Bounce rate
+15% Scroll depth
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CHRISTIE'S, 2023
Tour de France
Bespoke interactive map for an Impressionist Art exhibition and private sale: Collaborating with Jordan Amer to pinpoint the exact locations the featured artworks depict. Collectors were sent the map to explore before purchase.
Results
+13% CTR
75% New buyers
LA BIENNALE, 2020
La Biennale, Paris
A Virtual Art Fair Platform featuring custom built in-room scale viewer, zoom, an integrated map API, virtual guest book and enquiry form. These bespoke features exhibited 90+ artworks from 42 galleries across 4000 years of Art.
Results
+20% page views
55% New buyers
CHRISTIE'S, 2020
Deep Impact
The Deep Impact Auction: pioneering the 'Viewing Moon' an imaginary exhibition of rare lunar and meteorites for sale online, blending commerce with an educational lunar tour —nominated for the 2021 Digital Craft Awards.
Results
+5% CTR
-21% Bounce rate
1-54, 2020–2022
1-54
I played a key role in the 1-54 Contemporary African Art Fair's virtual transition, designing a custom-built platform with a scale viewer, zoom and guest book, showcasing 36 galleries and over 700 contemporary artworks.
Results
+11% sales YoY
> 1k sign-ups
CHRISTIE'S, 2019
Art. Ready to Take Home
Exclusive, Curated Art Shop of Andy Warhol Prints. I led the design & development teams to launch Christie's first ever art focused buy now platform – Integrated marketing campaign, 4-Month pop-up, 100% of artwork sold.
EYE ART FAIR, 2019–2023
Eye of the Collector
Strategic collaboration with curators and developers for an art platform campaign, encompassing a London art fair, social presence, campaign tactics and immersive viewing room aesthetics.
TATE, 2015
Website re-fresh
I led the Tate website's redesign, focusing on user-centric and data-driven UX journeys, proposed a robust search, dynamic full-width imagery, and intuitive location-based navigation.
WHITECHAPEL GALLERY, 2011
Website re-launch
In 2011, I co-led the Gallery's website refresh with digital agency, Webstars, managing the project, creating content, and developing a bespoke CMS and the trademark 'plinth' homepage feature.
CHRISTIE'S, 2020
Website & iOS App
I spearheaded a team of 10 UX Designers in collaboration with UsTwo, managing a front-end overhaul of our website and app, and I'm currently guiding ongoing redesigns across all our digital platforms.
C3.0, 2023
Virtual Gallery
Directed the strategy and development of an 'off-world' virtual gallery and event space for NFT collectors, inspired by Chichu Art Museum, in partnership with pl.ai, Spatial and Services Généraux.
CHRISTIE'S, 2018–2020
Classic Week
In 2018, I led the re-branding of a major auction week, directing campaigns, film, and photoshoots for New York and London, managing their application across all touchpoints, both in-person and online.
