About

Over the past 15 years, I’ve designed brands, products and characters downloaded more than 200 million times. I joined Calm as employee #3 and its first designer, and helped grow it from a three-person startup into a brand used in 190+ countries. Along the way, Calm became Apple’s App of the Year. The visual identity, logo and design system I created are still largely unchanged a decade on.

At Mind Candy I worked on Moshi Monsters, a virtual pet game that reached 80 million registered users in 150 territories. Most recently I led brand and product design for Calmlings, Calm’s AI-native character world, which went viral on social within its first year.

My best work comes from small, hands-on teams that are close to the craft. I like being the person who shapes the idea, the look and the experience at the same time. I look for the feeling behind a product, not just the task, because that’s what makes people come back.

I’m an RSA Fellow and co-founder of Royal Found, a North London studio helping small businesses.