Hi, I’m Simon.
I’ve spent over 20 years working in marketing and creative agencies, helping ideas move from concept to something that actually exists in the real world, on screen, in print, and out in the wild.
I care about how things are made, not just how they look. Good design should stand up to real use, real constraints, and real people.
Over the years, my role has naturally evolved.
I’m no longer just designing outputs, I’m partnering with people to shape how ideas are developed, clarified, and executed.
That’s where design, systems, and AI come in.
I experiment with tools like Tana and AI not because they’re trendy, but because they help reduce friction between thinking and doing.
Used well, they create clarity. Used poorly, they add noise. I spend a lot of time figuring out the difference.
I don’t believe in rigid processes or one-size-fits-all solutions.
Every project has its own character, constraints, and pace. My job is to listen carefully, ask the right questions, and help shape an approach that fits the work, not force the work to fit a tool.
AI is part of that conversation now. Sometimes it accelerates things. Sometimes it gets in the way. I’m interested in where it genuinely helps creative work move forward, and where it should step aside.
I tend to work best with:
Founders and small teams who value clarity over noise
Creatives who want structure without losing flexibility
People who are building something real and want it to last
Whether that’s a brand, a website, a system, or a mix of all three, I’m there to help shape it thoughtfully.
My role is part designer, part translator, part thinking partner.
I help turn fuzzy ideas into clear directions, complex information into usable structures, and scattered inputs into something you can actually move forward with.
Sometimes that looks like brand identity and web design.
Sometimes it’s creative direction or custom builds.
Sometimes it’s creating tools, templates, or systems that help ideas scale without breaking.
If you’re looking for a design partner who thinks beyond deliverables and cares about how things are actually used, we’ll probably get along.
Bring your ideas, your goals, even the half-formed ones.
We’ll figure out what matters and what doesn’t, then build from there.
MY process
The steps I typically follow when collaborating on projects with clients.
work experience
What you get from me: top-level design, process that feels easy, and, if needed, a crew of trusted pros (developers, printers, whoever your project calls for).
My aim is to make the process smooth, collaborative, and maybe even a little fun.
brands I've worked with
I’ve worked with some great companies over the years. Here's a selected few.
