I’m Will. I help businesses and in‑house teams bring clarity to creative and digital challenges by connecting strategy and design. My work focuses on understanding what is happening, why it matters and what should happen next.
I craft digital experiences through Creative Direction, Strategy and Design, supported by Brand Systems, Design Systems and No‑code implementation. The work is guided by clarity, intention and understanding before action.
From discovery to delivery, the aim is to create digital experiences that are clear, considered and aligned to what matters, whether through studio projects or collaborative roles within product teams.
Creating clarity around problems, opportunities and direction. Evidence based assessments, experience reviews and strategic recommendations that support confident decision‑making. Experience Strategy defines what matters most and what should happen next, turning insight into direction.
Designing purposeful, accessible and structured digital experiences across marketing, product and e‑commerce. Clear architecture, considered content and intentional interaction and visual design that support communication and conversion, implemented reliably through no‑code builds.
Building scalable foundations for brand expression and digital consistency. Identity systems, communication principles, components, patterns and visual frameworks that support long‑term growth and coherent communication across every touchpoint.
Creating reusable, scalable foundations for digital design and development. Components, patterns, tokens and rules that support consistency, efficiency and long‑term maintainability across products, websites and platforms.
Across more than fifteen years of independent practice and senior in‑house roles, I’ve contributed to digital experiences for global brands, established organisations and growing businesses, with my career history outlined below.
Supporting organisations through discovery, experience strategy, website design, brand systems and no‑code implementation. Work spans independent studio projects and collaborative roles within product teams, helping clients gain clarity, shape direction and deliver more intentional digital experiences.
Led website design for established and scaling Shopify Plus brands, shaping structured, accessible and conversion focused storefronts. Delivered ongoing optimisation contributing to sustained performance improvements.
Partnered across marketing, product and creative teams to shape clear, effective digital experiences. Contributed to major initiatives through structured design and purposeful visual communication.
Progressed from Web Designer to Creative Manager and ultimately Senior Art Director, leading creative direction across email, web and paid media, elevating standards, guided designers through structured practices and strengthened brand expression, motion and content quality across a high‑volume environment.
