Design Lead — London
Six-plus years across finance, insurance and agency environments — scaling design systems, mentoring teams, and making the case for design culture in rooms where commercial decisions get made.
End-to-end creative work across brand identity, campaigns, web and app interfaces for clients including FIFA, Embark (Lloyds Banking Group), KPMG, HCA Healthcare and Covent Garden — plus pitch-winning prototypes.
Equator, Glasgow · Designer · 2020 — 2022
A challenger brand under the AXA umbrella, built to do insurance differently — plainer language, simpler journeys, and a product people actually wanted to buy. New journeys, a new design system, and a way of working the wider business later adopted.
AXA UK · UI Designer · 2022 — 2023
The journeys I designed for AXA's challenger brand, Moja, became the foundation for the Lloyds Banking Group pitch — and helped win the partnership. I was promoted from Senior UI Designer to Design Lead while delivering two brands, Lloyds and Bank of Scotland, and two products, car and van insurance, along with every digital journey that comes with them.
AXA UK × Lloyds Banking Group · Senior UI Designer → Design Lead · 2023 — 2025
Design Lead on AXA's partnerships portfolio, where I helped shape an atomic, token-driven design system that keeps multiple partner brands consistent, compliant and fast to ship.
AXA UK — Partnerships · Design Lead · 2025 — Present
I love bridging the gap between high-level product strategy, complex business requirements and pixel-perfect execution — scaling efficiencies, design systems and cross-functional teams to deliver user-centric solutions.
Design mentorship, stakeholder management and product strategy.
Atomic multi-brand design systems, rapid prototyping, responsive design, journey mapping.
Figma (expert), Adobe Creative Suite, design tokens, WCAG accessibility, A/B testing.
AXA UK, London
Design strategy for the partnerships portfolio; design advocate in senior stakeholder conversations.
Jun 2025 — Present
AXA UK, London
Brand and workflow evolution; supported securing the Lloyds Banking Group partnership.
Sep 2023 — Jun 2025
AXA UK, London
Launched a digital-first challenger brand and its design system.
Jul 2022 — Sep 2023
Equator, Glasgow
End-to-end client work across brand, campaigns, web and app.
Feb 2020 — Aug 2022
First Class BSc (Hons) Product Design & Innovation — University of Strathclyde, Glasgow.