About me
My background and approach
I started out as a journalist on a national magazine, but quickly found myself more interested in how the pages looked than what they said. What I didn’t realise at the time was that journalism gave me something I still use every day as a designer, the knack of telling a story. How to hook someone quickly, say only what matters, and get words and images working together to persuade.
By 2006 I’d gone freelance as a graphic designer, working with small businesses across York and Yorkshire on logos, brochures and whatever print projects were going. Back then, print was more popular and people still got excited about a new brochure.
After a while though, I got bored. Design started to feel a bit predictable, and I found myself wondering what else was out there. In 2017 I closed the studio and promised myself it was for good. I jumped into street food instead. Open the hatch, serve, close the hatch, go home. Compared to design, it felt like the antidote. It was physical, fast, and refreshingly straightforward. Of course, I later discovered that not all that glitters is gold, especially when it rains.
That was the revelation. There is no perfect job. Life’s more like a raging sea and we’re all just trying not to get tipped out of the boat. So I decided to row with two oars instead of one. These days I split my time between design and my street food business, Mr Hot Dog. Each balances out the other. With design, I don’t have to chase every enquiry because street food fills the gaps. With street food, I don’t have to take risky bookings because design does the same. It keeps me sane.
Design-wise, I cover websites specifically using the Squarespace platform, branding, packaging, print, large format and interiors. More recently I’ve been diving into consumer behaviour and the art of persuasion, which neatly ties back to those journalist days. It’s part strategy, part design, part psychology. I’m not sure it matters what you call it. What matters is that it works.
I’ve learnt that the best work happens when there’s the right mix of challenge, enjoyment and trust. I don’t say yes to everything anymore. I only take on projects where I feel I can really contribute or add value. And where I know I’ll enjoy working with the people behind them. Life’s too short for awkward collaborations - good design comes from good conversations.
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I offer general-purpose graphic design covering logos, branding, packaging, websites (especially Squarespace), and interior branding such as large format graphics and signage. In every case, files are created accurately for commercial reproduction and handed over ready for production. If needed, I can also manage printing and installation, including interior fit-outs and signage through my extended team of trusted specialists.
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I mainly work with small to medium-sized businesses, often directly with their marketing teams or owners. I also collaborate with PR consultants and freelance marketers as part of their extended team, helping them deliver services outside their own areas of expertise. I value straightforward working relationships built on trust, clear communication and shared goals.
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My rate is £400 per day, £200 per half day, or £60 per hour. Every project is quoted individually, based on the scope of work, so you’ll always know what to expect before we begin. Larger projects like brand identities or websites are usually estimated as fixed-fee packages for clarity.
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Usually straight away. I’m careful to take on the right amount of work so I don’t overstretch myself. This means I can give each project proper attention and start new work promptly. When you get in touch, I’ll confirm my current availability and outline a realistic start date.