Creative direction & art direction
One person holding the vision from the first idea to the thing that ships.
100+
Projects directed and delivered
5
People led at peak
1st
GovTech x NAFA, 2025
One person holding the vision from idea to launch.
Creative and art direction for campaigns, brands and digital products: setting the concept, holding the visual standard and directing the team that delivers it. I run the project management alongside it, so the idea does not get watered down on the way to launch and the timeline is not set by someone who has never made the thing.
What’s included
- Creative & art direction
- Campaign concepts
- Design leadership
- Project management
- Photography & videography direction
- AI tooling & automation
How it runs
The brief behind the brief
What the work actually has to achieve, and for whom. Most weak creative traces back to a brief nobody interrogated.
Concept
Several directions generated fast, then edited hard. Plenty of options first, then one idea that earns the budget.
Direction and system
Art direction, tone, typography and the rules underneath, so every touchpoint reads as one considered whole rather than a set of assets.
Direct the making
I either make it myself or direct the designers, photographers and developers who do, reviewing the craft rather than just the schedule.
Ship it
I run the delivery alongside the direction: scope, timeline and QA, so the idea reaches the world intact and on time.
Work like this
Direction and delivery in the same person
The usual failure is a strong idea diluted on its way to launch, because the person who set the vision was not in the room when the timeline got cut. I hold both. I set the direction and I run the delivery, so the compromises get made deliberately by someone who understands what the idea needs, instead of quietly by whoever is closest to the deadline.
Able to meet above expectations and did it way faster than the proposed timeline. Highly recommend for web design!
Questions people ask
What does a creative director actually do on a project?
Sets the concept and the visual direction, then holds it all the way to launch: art direction, tone, typography and the system underneath. On my projects it also includes running the delivery, so the direction and the timeline are not fighting each other.
Can you direct my existing team?
Yes. I have led a team of up to 5 across design, web and content, reviewing craft and holding the visual bar. I can direct your designers and developers, or bring in people I have worked with, depending on what the project needs.
Do you take on retainers or fractional work?
Yes. Some clients need direction on an ongoing basis rather than one project: reviewing work, holding the standard and keeping the brand coherent as the team ships. Tell me the shape you need and I will tell you honestly whether it is a fit.
Do you handle project management too?
Yes, and it is a large part of why the work lands. Scope, timelines, budgets and stakeholders are run alongside the creative, which is why around 60 to 70% of clients come back for more work.
Other services
Let’s build
it properly.
Tell me what you are trying to do and I will scope it honestly, including telling you when you do not need the bigger version.