Work
Most of the following projects are highlights from my current in-house role as Senior Graphic Designer at GSA, a UK housing association. See the About section for details.
Embedding culture and behaviours
Brief: To create a distinct identity for ‘The GSA Way’ that would foster a shared culture and values among a newly merged, diverse workforce.
Approach: I developed a vibrant visual system using geometric shapes and a bold palette. ‘Growth’ is a key theme, so I created an organic yet graphic motif to illustrate the organisation’s aim for its own evolution and staff development in a way that felt actionable and modern. A truly multi-channel campaign, other work included a browser-based game, a new hub on the SharePoint intranet, environmental graphics, direct mail to staff at home, email campaigns and PowerPoint presentations.
Outcome: This project solidified a sense of belonging across disparate teams, directly contributing to improved internal morale and staff retention rates. It provided GSA with a tangible cultural framework, making the abstract concept of ‘company values’ feel real and accessible to every employee. My work was designed to permeate the daily workspace, keeping the culture ‘top of mind.’
Launching a five-year business strategy
Brief: To transform a complex corporate strategy into an engaging and accessible visual narrative for colleagues and stakeholders.
Approach: The strategy has four main objectives, so I created a single identity with four colour-coded elements, allowing each objective to be ‘split out’ and reported on separately. By breaking down complex strategic goals into digestible infographics and clear milestones, I ensured the information easy to follow. Assets included interactive PDFs, motion graphics for a televised presentation, and regular update decks and reports.
Outcome: This approach drove significantly higher engagement compared to redundant, pre-merger strategies, ensuring colleagues and stakeholders felt aligned with the new corporate vision. For GSA, this meant improved transparency and a more informed workforce. This project won a Gold award in the Best Business Change category at Communicate Magazine’s Internal Comms & Engagement (ICE) Awards.
The GSAs
Brief: A celebratory brand identity for 'The GSAs' (Gold Star Awards), GSA’s annual colleague awards ceremony.
Approach: I provide the event with its own distinct, elevated personality. I created a versatile design toolkit that ensures a seamless brand experience across every touchpoint, from high-impact video editing of the live ceremony to tactile, keepsake items for the winners. I promote the event with posters, office screens, intranet assets and social media posts, and I print-manage all medals, trophies and certificates. I also help to host the event in-person.
Outcome: My design work gives the awards a professional and uplifting backdrop that fosters a shared sense of pride among 1,600 colleagues, directly supporting cultural integration and employee engagement. This strengthens colleagues’ grasp of the GSA brand and, in turn, transforms a standard staff event into a powerful tool for retention and advocacy.
Reporting and data visualisation
Data is only as powerful as its clarity. I transform dense statistics, complex financials and raw survey insights into engaging visual stories that audiences want to read. Thoughtful information design with structured hierarchy and technical precision drives understanding, so findings land with impact.
Moving to a new head office
Brief: When GSA consolidated its legacy offices and moved into a new, single head office at ‘X Brindleyplace’, I was tasked with creating a project identity and information campaign to unify a transitioning workforce within a cohesive, professional environment.
Approach: My creative process mapped the user journey. The main focus was on an interactive colleague guide that explained the benefits of the new space alongside clear logistical info, such as workspace layouts, transport links and new desk/room booking tech. Alongside the guide, I created intranet and social media assets that teased the move and generated excitement. I also joined the moving committee and hosted open mornings at the new space.
Outcome: An immersive campaign that successfully fostered a sense of identity and pride among colleagues during a major transition. By delivering a high-impact, consistent campaign, I reinforced GSA’s brand value of ‘business-minded for social purpose’ and directly supported a smooth transition, allowing colleagues to ‘hit the ground running’ on moving day.
Logos
My creative approach with logos begins with an immersion into the client’s/project’s values, vision and audience, using a brand questionnaire I devised myself. I prioritise 'visual longevity' over design trends, and I take a pragmatic approach to ensure clarity across different touchpoints and colour modes. What I enjoy most about logo design is communicating value at a glance and having my work nurture brand growth and long-term recognition.
Refreshing an existing brand
Brief: Gloucestershire Domestic Abuse Support Service (GDASS) is managed by GSA. When their funding contract was renewed, I was tasked with refreshing their existing brand to improve its visibility.
Approach: I consulted with the GDASS team about the history of the service, its impact in the community, and their hopes for the future. I then undertook an extensive brand audit, evaluating typography, colour and existing outputs for print and social media. I created new brand guidelines, developing a punchier colour palette, impactful typefaces, styles of illustration, and tweaks to the logo. I set the team up with a brand kit on Canva, allowing them to self-serve and design their own marketing tools. I also art-directed an updated website, working with our in-house web developer.
Outcome: GDASS is now more recognisable in the Gloucester area and further afield. Improvements to the brand led to a visit from HRH The Queen in late 2025, where my work on the refreshed brand served as an impactful backdrop for photographs. Since launch, I have also supported GDASS with various marketing campaigns, designing print and digital assets.
Rapid-fire book covers
I love to read. When I finish a book I’ve enjoyed, I challenge myself to design a new cover in under 30 minutes, using my own photography where I can.
