I began my design career as a Graphic Designer for a print house, shortly before heading into retail design, working for brands such as Selfridges and Hunter.

I took the leap into the beer world in 2019 as Head of Design at Camden Town Brewery. It was here I really found my appreciation for the craft of brewing and how creative and innovative you can be in a beer brand.

In July 2021, I moved to Lucky Saint, where I now lead the design team with one mission in mind: to ensure our creative work stands out in an ever-evolving beer market. Lucky Saint is redefining what it means to be an alcohol-free beer brand, and I’m thrilled to be part of a bold, pioneering force in a rapidly growing category.

What three essential items would you ‘pack’ to be a creative leader in-house, and why?

1.        A ‘Little Black Book’ of Inspiration


Throughout my career, I’ve been fortunate to collaborate with a brilliant network of partners and suppliers—whether it's a skilled artist for a gold-leaf sign, a world-class drinks photographer, or a luxury printer with an eye for detail. In-house teams are often smaller and leaner, so having a little black book of trusted contacts is invaluable. These people become your secret weapon when you need to elevate a project or solve a creative challenge.

Networking is key; go to trade shows, meet other creatives, and seek out opportunities to collaborate. Stay curious about what’s happening in the wider creative industry, not just within your brand. Inspiration can come from anywhere. I also carve out time for my own creative exploration—whether it’s reading design magazines, visiting galleries, or watching films. When you work in-house, it’s easy to become immersed in the day-to-day, so nurturing your own creative spark is essential.

I’ve also found great value in being part of the Inside Out community. Launched by Emma Sexton, it’s the UK’s first in-house creative community, and it’s been a great source of inspiration and support. Meeting other in-house leaders and attending their events has been an incredible way to exchange ideas and connect about the unique challenges we face.

2.        A Multi-Faceted Hat


One of the things I love most about working in-house is the sheer variety of projects that cross my desk. In a single day, I might be working on a new website, art directing a photoshoot, or press passing a print run. It’s this hands-on, holistic view of the brand that I find so rewarding. You get to shape and grow something from within, and that kind of influence is powerful and rewarding.

But with that influence comes the challenge of juggling shifting priorities, tight deadlines, and evolving expectations. The key to success is adaptability. You must be resilient—able to adjust to new trends, adopt emerging technologies, or refine a concept based on quick feedback. A great creative leader remains calm under pressure, inspiring the team to stay agile, explore fresh ideas, and ultimately deliver the best results.

3. Oblique Strategy Cards by Brian Eno

A gift from a former colleague, these cards have been an absolute game-changer for me when I hit a creative block. Originally designed for musicians, these cards offer unexpected, thought-provoking prompts that challenge conventional thinking. Whether you're in the middle of a project or feeling stuck, they encourage you to step back and approach the task from a fresh angle.

Some examples of the cards’ prompts include:

  • State the problem as clearly as possible.
  • What would your closest friend do?
  • What to increase? What to reduce?
  • Are there sections? Consider transitions.
  • Work at a different speed.

In those moments when you’re stewing over the same ideas, these cards push you to disrupt your thinking, find new perspectives, and often reveal the breakthrough you need. It’s like having a creative coach on hand, guiding you through the process when you need it most.