Make them
feel something.

Creative came first.

I was designing websites and graphics when I was really young. I was arty at school, too. Long before creative was in my job title, I was already making things and finding my own way of doing it.

That carried into my early jobs: arranging jewellery displays, dressing windows and putting outfits together. I loved working out what went together, what caught your eye and how a few choices could completely change the way something felt.

A route of my own.

I had a difficult experience at school and left early without GCSEs. I hadn’t really had the chance to figure out what I wanted to do. The creativity was there; I just hadn’t worked out where it could take me.

I think education needs to catch up with the different ways people think and learn. Creative, practical, physical—there’s more than one kind of ability, and we shouldn’t all have to fit the same box.

Different ways of thinking deserve different ways of learning.

I knew the customer. All the way through.

At an aesthetics training school, I’ve worked with both trainees learning treatments and patients coming in for them. I started on reception, helping with bookings, welcoming people and answering questions. Supporting training days meant I heard both sides: what trainees needed to feel confident and what patients wanted to understand.

With trainees, I followed the whole journey—from first-day nerves and honest conversations over lunch to the pride of qualifying. Then I managed the community as they built their businesses. I knew how their questions and ambitions changed, because I’d been there at every stage.

I do love a good hook.

I became known in the business as the person who knew our customer best. That understanding became one of my biggest strengths when I moved into content and creative direction.

I knew the language they used, what made them nervous, what they were proud of and what they wanted next. That’s how I find the hook: recognising the thought someone hasn’t quite put into words yet.

Sometimes that becomes a story. Sometimes it’s a sharp first line, an unexpected visual or a useful answer. The rest has to earn their attention, too.

All of that goes into Ashcloud.

My experience over the past ten years reaches beyond aesthetics: touring, art, beauty, wellbeing, retail and security. Different businesses, different audiences. I get to know the people, then find the hooks, concepts, copy and visuals that fit.

I’ll explore the angle, push the idea and come back with fresh eyes. I want your content to catch attention, feel unmistakably yours and give people a reason to choose you.