Illustrations by REBECCA MCCULLOCH STUDIO

Being both an illustrator and a creative director shapes how I work. I understand the reality of making the work as well as shaping it, which helps projects move forward with fewer amends and clearer decisions.
I work across a range of styles and products, but what’s consistent is my focus on sentiment, audience, and what will perform well at retail.

I’ve spent over 25 years designing and directing greeting card ranges for high street, export, charity, and bespoke markets, including Christmas and everyday collections.

I’ve originated and refreshed full ranges, led design teams, and worked closely with publishers, charities, and retailers to create work that feels emotionally right and commercially sound

These are so important to get right and I have constructed more than 20 full collections. Trust me to get it right for your customer and give you great ROI. Captioned cards are growing in popularity but they need to out perform the competition at retail - I can work with you to get this right.

Christmas and seasonal ranges are a particular strength. I’ve developed over 40 full Christmas collections and understand how important it is to balance sentiment, differentiation, and retail performance in a crowded market.

I work with publishers, charities, and product-led businesses at different stages, from single designs through to full range development and creative direction.

If you’d like to talk about a project, collection, or future plans, you’re very welcome to get in touch.