Creative Director.
storytelling x strategy x sensory design
I take the vision for a project (provided by the client or dreamed afresh by yours truly), determine the visual and verbal direction, and help bring it to life as a product, website or physical space.
As Head of Strategy & Creative for New York design studio noformat, I led the brand, UX, content and design teams on client projects.
On the creative front, I now focus primarily on interiors, enlivening a space through detail-driven styling, evocative copy and intimate photography.
IN ACTION
Transforming neighbouring Airbnb rentals
into an eco-luxe retreat centre and guesthouse.
Tucked away in a quiet corner of Ibiza, the properties pioneer sustainable principles and offer a perfect reprieve from the world-at-large, but existing images did no justice to their calm, nurturing ambiance. Without a website, they were missing out on the sizeable market actively seeking eco-focused accommodation.
Though owned by the same family, the villas had disparate design styles and were in need of an interior upgrade to fulfill the ambition of uniting them to operate a retreat centre.
I decided to honour the innate personality of each villa, enhancing their unique characteristics while elevating comfort and the overall guest experience.
Eco-Luxe Ibiza
East Home
A blend of rose tones and warm neutrals, our design consolidated the collection of unique and antique pieces the owners had assembled from their extensive travels through Bali, India, and Morocco.
Creative direction
Photography / videography
Website design & development
Business & brand strategy
Interior design enhancements
Interior styling
West Home
Soft tones and textures enhance the modern furnishings and sleek fixtures, for
a balanced yin yang ambiance that immediately calms the senses.
Strategist, writer, creative director, curator, success coach.