I turn ideas into brands people use.
I build learning brands, digital products and culturally aware campaigns — combining creative thinking, hands-on product building, client strategy and measurable commercial outcomes.
Creative work should earn attention — and create a reason to act.
I care about the journey after the idea: what people click, download, enquire about, buy, practise and come back to — and how creative work supports a wider commercial strategy.
From content to product, without losing the idea in between.
A selection of work showing how I move between brand strategy, storytelling, learning design, digital experience and shipping.
A Cup of Tea English
An English-learning brand built around a warmer, more culturally distinctive alternative to traditional exam-focused education — spanning social content, web learning, YouTube, tools and iOS products.
Visit the brand ↗Learning Apps
I have taken learning ideas beyond posts and lessons by building standalone iOS products, and by helping education clients turn teaching methods into usable digital products.
View LeedsMayi Grammar App ↗learning
pronunciation
examples
AI I Ching
An interactive experience turning an abstract cultural idea into something people can question, explore and play with online.
Try the experience ↗IELTS Writing Typing Practice
A focused browser tool that turns a common learner problem — practising typed writing under exam conditions — into a simple, accessible experience.
Open the tool ↗Not a gallery. A record of how I think.
Each project starts with a behavioural or commercial problem, not a preferred format.
Making English learning feel like a brand, not homework.
The challenge was to create an English-learning identity that could remain credible while feeling warmer, more distinctive and more human than conventional test-preparation brands.
I developed A Cup of Tea English as an ecosystem rather than a single channel: social content creates discovery, the website deepens the relationship, tools create utility, and apps turn the idea into repeatable product experiences.
Shipping the idea myself when a prototype is more useful than a deck.
I enjoy the point where strategy becomes something a user can actually touch. For several projects, I have independently taken an idea through concept, interface decisions, development and release.
That changes the way I approach creative work: I naturally think about feasibility, friction, user behaviour, retention and what happens after the campaign promise.
Designing content with a commercial destination.
I treat content as part of a wider system. The aim is not simply to publish consistently; it is to create curiosity, establish trust, make the next action obvious and connect attention with a useful product or service.
Across my own brands and four active client accounts, that means building a path from social discovery to owned channels, enquiries and revenue — while protecting the personality and expertise of each brand.
Creative and growth thinking across four active education brands.
Alongside building my own products, I currently advise four clients across test preparation, English learning and international education. The work spans positioning, campaigns, content systems, conversion journeys, websites and product ideas.
Donz GMAT
Creative marketing and growth support for GMAT preparation, including campaign messaging, landing-page thinking and student conversion.
Lily GRE
Brand, content and acquisition support for GRE preparation, translating expert teaching into clearer, more compelling customer journeys.
LeedsMayi
Brand, digital experience and product support for an English-learning business, including the LeedsMayi Grammar Example Book app.
Synergy Education
Marketing and positioning support for a study-abroad consultancy, helping turn complex admissions expertise into clearer audience-facing content.
Previous client work has also included a financial-education camp, broadening my experience beyond language learning and admissions.
A small digital ecosystem, not a single portfolio format.
Open the work itself. The links below lead to live brands, products and channels.
I like creative work that behaves like a product.
The most interesting brands do not separate storytelling, utility, culture and growth. They create ideas people recognise — then give those people something worth doing.
Learning native
I understand education as both a learner experience and a brand problem.
Social instinct
I build content around recognisable human behaviour rather than channel conventions alone.
Hands-on maker
I can move from concept to a working digital experience instead of stopping at the brief.
Commercial lens
I connect attention with user action, enquiries, products and revenue across both owned brands and client work.
Strategist in the morning. Builder by the afternoon.
I work across creative strategy, education, client growth and digital products. I currently support four education and study-abroad brands while continuing to build my own learning and consumer products. My favourite problems sit between disciplines: when a brand needs a product instinct, when expert knowledge needs stronger storytelling, or when a good idea needs to become something real.
I am particularly interested in the relationship between human expertise, AI, personalisation and the future of digital learning.
Fancy a cup of tea and a good problem?
I am interested in ambitious work at the intersection of learning, culture, brand and digital product.