Design Director based in London, working globally
I am a multidisciplinary designer with a focus in UX / UI Design, especially in eCommerce Projects. During my more than 12 years of expertise designing across different channels, I have developed strong conceptual thinking, taking high-quality user-centered products beyond the end result and applying a problem-solving approach to deliver amazing and efficient experiences, not just beautiful visuals.
How I got here
Built on a decade of work for brands you already know.
Ruedo is where I take all of that and aim it somewhere new. At the brands still figuring it out. The ones with conviction but no playbook. The ones who deserve the same rigour the big names get, without the agency machinery wrapped around it.
I've spent ten years inside design teams at Merkle (Dentsu), LiveArea and SP Creative Agency working on brands like Heineken, Ralph Lauren, Chanel, Champion, Boots and Pret a Manger. I learned how big brands stay sharp — how they build systems that hold up, how they defend a point of view across a hundred touchpoints, how they make taste look effortless.
Associate Design Director
Merkle (Dentsu) , 2024 - Present
UI Lead
LiveArea Agency , 2022 - 2024
UX / UI Designer
LiveArea Agency , 2021 - 2022
Creative Designer
SP Creative Agency, 2018 - 2021
Graphic Designer
CITIC (Part-time) & Freelancing, 2014 - 2016
Journey Highlights
UK Digital Excellence Awards - Merkle Winner for HISCOX
Podcast with Figma & Merkle
Figma Config 2025
Best Creative BIMA Awards 2025
Cool Chats
01
Deliverables:
I help you build a brand people actually remember. It starts with a moodboard to set the direction and ends with a full identity system, everything crafted to feel distinct and ready to scale.
02
Deliverables:
I transform vague concepts into interfaces people love to use. From that first rough wireframe all the way to polished, pixel-perfect Figma designs, every screen is crafted to drive conversions and grow alongside you.
03
Deliverables:
Fully functional designs built on Wix, Squarespace, Shopify or Webflow, that load quickly, animate beautifully, and perform in search.
Services
I always sweats the details — the kerning, the curve, the line you almost didn't notice. The magic lives there. It always has.
I don't do drive-by design. I don't do smoke and mirrors. I don't say yes when yes is the wrong answer.
I'll tell you the truth to protect your vision — even when it's the harder conversation. Even when you don't want to hear it. That's not stubbornness. That's care.
Every project I take on, I treat like it's my own reputation on the line. Because it is.
I ask "what if" constantly. I question the brief. I go back and fix the thing only I noticed. I make sure the work is beautiful and it works — because pretty that doesn't perform is just decoration.
And I do all of this with a lot of joy.
Because if it's not a little bit fun, we're doing it wrong
Your win is my win
Manifesto
Full stop