Digital & AI

Digital design sits at the core of my practice, blending interface thinking, visual storytelling, and emerging tools to build purposeful experiences across platforms. My approach spans the full design process, from early research and wireframing through to lightweight build and delivery, with a considered use of AI at key stages to support ideation and workflow.

Below are a few tools and applications I’ve worked with:

Product Design & UX

My UX process is rooted in clarity and user need. I work through user flow mapping and wireframing before moving into interactive prototyping, keeping the experience logic tight before any visual layer is applied. Figma is my primary tool for this, used for low and high-fidelity wireframes, clickable prototypes, component libraries, and collaborative design systems. I'm comfortable running user testing sessions to validate flows and inform iteration, and I've worked directly alongside UX and development teams to deliver assets within shared Figma environments.

From prototype, I'm confident taking work into a light build phase. I use Webflow for responsive site builds and creative handoff, having completed Webflow University training and taken part in an onboarding session with the US Webflow team. I understand page structure, layout logic, and how to translate design intent into functional, web-ready outcomes. Alongside this, I have a working knowledge of HTML and CSS, which I use for lightweight components, simple layouts, and what I'd describe as vibe coding: building small interactive pieces by feel and iteration rather than strict development practice.

Circle lockup follows the motion of the cursor.

Social media campaigns

A significant part of my creative output is designing motion and static assets for social media campaigns. I work primarily across Instagram, X (formerly Twitter), and LinkedIn, covering everything from animated stories and reels to feed posts, carousels, and channel branding.

My focus is on creating assets that are platform-aware and visually consistent with the wider campaign, balancing creative impact with the practical constraints of each format. I'm experienced in adapting a single creative concept across multiple formats and aspect ratios, ensuring the work feels purposeful rather than just resized.

AI in Practice

I use AI tools deliberately and at the right moments, not as a shortcut to final output, but as a way to accelerate the early, exploratory stages of a project where speed and range of thinking matter most.

For project management and strategic thinking, Claude is my go-to. I use it to structure briefs, pressure-test ideas, draft documentation, and keep complex projects moving efficiently.

For creative development, including moodboarding, visual research, and concept exploration, I draw on a cross-section of generative tools. Midjourney is central to my visual ideation process, helping establish tone, palette, and direction early in a project. ChatGPT supports broader brainstorming and copy framing, while Gemini brings a useful perspective for research-led or technically complex briefs.

I believe AI is most valuable when it enhances the thinking behind a project rather than replacing it. Where possible, I keep AI out of final outcomes, not only for ethical reasons, but because human-centred design requires the kind of emotional nuance and contextual judgment that generative tools still can't reliably deliver.

Mid Journey moodboarding

Stable Diffusion offers flexible image restyling capabilities.

Whether mapping a user flow, building a responsive layout, or exploring a visual concept through AI, my approach to digital design is rooted in adaptability and intent. I aim to create work that feels considered, platform-aware, and visually distinct, always balancing creative ambition with practical execution. As the tools and technologies around design continue to evolve, I remain focused on what stays constant: human-centred storytelling, clear thinking, and work that communicates with purpose.