My Approach
With over 20 years in human-centred design and creative direction, I’ve seen how easily brilliant visions fade in execution, and how often strategies disconnect from people’s needs. I close that gap by leading with a service design approach. I align teams around journeys, translate insights into scalable systems, and connect frontstage experiences with backstage operations.
How I Got Here
Sezione Aurea – Ran my own design studio in Italy. Built my foundations in visual systems, empathy, and hands-on leadership.
C Space London (Escalent) – Translated insights into practical tools that shaped product, service, and business decisions.
Interbrand Global (Omnicom) – Scaled systems across global brands, integrating brand strategy with journeys, platforms, and service operations.
VML London (WPP) – Led large-scale experience transformation in healthcare, aligning journeys, operations, and internal delivery teams.
Who I Work With
Leaders with a clear vision but no cohesive way to deliver it.
Organisations stuck in strategy mode, with no path to execution.
Agencies looking for senior design leadership on critical programmes.
Selected clients include
Google, Uber, YouTube, IKEA, Specsavers, Saudi Telecom Company, TSB Bank, Philips, Zurich, Tesco, Sanofi, Simplyhealth, Orange, Blossom Hill, Liberty Global, Boden, Piaggio, and the Polytechnic University of Milan.
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