Creative Lead | Target Dry Ltd, Belfast | Nov 2023 – Present
Lead designer for Target Dry, Mac in a Sac and Lighthouse Clothing brands.

Based in East Belfast, Target Dry Ltd. is an established company that specialises in the design, development and distribution of outdoor clothing.

Central to the development of brand strategy for Mac in a Sac and Lighthouse Clothing, my design experience has provided a vivid concentration on improving the quality of content and providing the business the fundamental visual systems and multimedia approach creating bold, multi-channel campaigns that drive attention and deliver impact.

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Key responsibilities and outcomes

• Spearheaded a comprehensive visual refresh and brand strategy update, ensuring consistent alignment across all print and digital touch points.

• Design and production of high-quality print and digital collateral, including large-format exhibition stands, packaging, brochures, and marketing materials—translating complex information into clear, engaging visual narratives for diverse audiences.

• Lead the creation and development of graphic and video assets supporting internal communications, business development, and integrated marketing initiatives, building a modular design system to modernise the customer experience and unify brand tone servicing including product photography post-production, promotional emails, social media assets, advertising creatives, and product landing pages.

• Collaborated with marketing and e-commerce teams on PPC and digital advertising visuals, driving increased reach and improved performance across all key metrics.

• Planned, developed, and executed creative concepts aligned with brand direction, product launches, and industry trends, collaborating closely with marketing and e-commerce teams to deliver seasonal campaigns.

• Supported day-to-day website operations and ensured visual and functional consistency across branded digital channels.

• Created high-impact sales presentations, directly supporting the sales team in securing major client partnerships.

Multimedia Designer | Selazar, Belfast / London | Jun 2023 – Sept 2023

Selazar was a third-party logistics provider, offering eCommerce fulfilment services to businesses of all sizes. Services include warehouse storage and management, picking and packing, custom packaging, and delivery through it’s extensive courier network.

The bespoke cloud-based fulfilment platform allows for easy management and tracking of inventory, from sale to final mile delivery, automating the online order delivery process, providing seamless logistics solutions for its clients, allowing them to focus on growing their business.

Unfortunately due to funding sources the company was dissolved and sent into insolvency in September 2023.

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Key responsibilities and outcomes

• Designed and developed multimedia projects for various marketing initiatives, including website updates, social media graphics, video content and animations to support marketing initiatives, adhering to and maturing the company brand guidelines.

• Prepared materials for presentations to stakeholders internally and externally, supporting the sales team to win high value pipeline contracts on customers nationwide to secure profitability for the company.

• Devised creatives for expanding advertising reach, collaborating with digital marketing manager

to promote company via PPC ads through various channels, promoting brand awareness and promotional offers.

• Researched and studied competitors advertising voice and tone, to understand target audience and competitive visual communication market trends.

Graphic Design Lead | Trimline Group, London | Apr 2022 – May 2023

Trimline is a market-leading supplier of tiling materials and tools to the construction industry. Established in the early 1980s, the company has consistently driven innovation within the British tiling market, delivering high-performance, end-to-end tiling solutions supported by expert project guidance.

Working in partnership with some of the world’s most ambitious construction and tiling firms, Trimline offers unrivalled product knowledge across thousands of solutions and has contributed to many landmark construction projects across London and the UK.

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Key responsibilities and outcomes

• Directed design for eight sub-brands, unifying visual identity across all channels.

• Created brand systems, packaging, infographics, brochures, and trade-show materials.

• Designed and implemented multimedia content—video, motion, and web assets—for campaigns.

• Supported major client pitches through tailored stakeholder presentations and visual storytelling.

• Led creative direction and execution across Trimline and its umbrella brands, producing high-quality marketing content including advertising and editorial collateral, packaging, infographics, presentations, video, social media assets, brochures, large-format trade-show graphics, and vehicle livery.

• Owned the development and rollout of cohesive, recognisable design systems across 8 umbrella brands, successfully sunsetting legacy visual identities to deliver consistent, high-impact brand communication across all touchpoints.

• Partnered with internal stakeholders and external agencies to support new product development, translating complex technical specifications into clear, engaging design solutions across packaging, technical documentation, and marketing platforms.

• Redesigned and maintained product packaging and safety data sheets, ensuring accurate presentation of complex regulatory information in compliance with building regulations, safety standards, and brand guidelines.

• Delivered multimedia content to support marketing initiatives, including website updates, social media campaigns, motion graphics, and video animations.

• Collaborated with third-party specialists on 3D renders and complex architectural visualisations to support both marketing and technical teams.

• Produced high-impact presentation materials for internal and external stakeholders, directly supporting the sales team in securing high-value construction contracts nationwide and achieving retail placement in leading national hardware chains.

• Developed in-depth product and technical knowledge, enabling more persuasive, detail-driven marketing content and improved cross-selling across multiple construction applications.

Graphic Design Lead | Indigo Distribution, Bangor | May 2020 – Mar 2022

Indigo Distribution is a trade-only distributor of AV and home automation solutions across the UK and Ireland, and the exclusive custom-install partner for leading brands including Klipsch Audio, ELAN, Rako, Sonos, and others.
I worked closely with the Marketing team and Company Director to deliver a full brand overhaul across all platforms, establishing an instantly recognisable identity with a modern, engaging tone of voice tailored to Indigo’s loyal AV installer community.

This position placed me in a key role in developing brand strategy, visual guidelines, and cross-platform application to ensure consistency across marketing, digital, and physical touchpoints.

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Key responsibilities and outcomes

• Principal designer for digital, print, and web products, building a modular design system.

• Partnered with UX and Product teams to prototype UI components for new SaaS platform.

• Managed photography and digital asset production for AV and home automation brands.

• Delivered brand overhaul across marketing channels, improving visual consistency and engagement.• Led design across all digital products and customer-facing channels, including web applications, editorial and advertising, infographics, video, social media, HTML email campaigns, and large-format trade-show graphics.

• Drove the adoption of a single, scalable design system, successfully retiring legacy visual systems to deliver a cohesive, recognisable brand experience across digital and physical platforms.

• Partnered closely with UX and Product teams to identify opportunities for UI feature systemisation, designing and prototyping reusable components within a robust, scalable design framework to improve online customer engagement.

• Collaborated with Brand, Customer Experience, Sales, and Strategy stakeholders to develop insight-led, user-centric design solutions, delivering responsive and accessible interfaces aligned to business objectives.

• Owned end-to-end 360° product photography for digital channels, capturing and processing product imagery using Orbitvu Alphashot XL, custom software, and DSLR equipment for website publication.

• Key liaison between Marketing and Software teams during the full rollout of a sister company, supporting projects from concept through execution, including brand application, UX/UI design, and multi-channel content creation across editorial, social, and email marketing.

Events & Communications Manager / General Manager | Menagerie Inns, Belfast | May 2017 – Feb 2020

The Menagerie is now remembered as unpretentious, shabby Belfast nightlife at its best. A medley of musical and artistic tastes ranging from DJ sets to acoustic sessions, rock & punk to jazz & blues – soul, folk and everything else. At its height the successful venture in live music and art played host to many special events including Andrew Weatherall and other high profile music brands.

I worked here as a final year undergrad student, and before close in 2015, I was responsible for contributing to the graphic design for promotional materials and developing in-house art direction.
In 2017 the opportunity rose to revisit the role this time as Events and Communications Manager / General Manager and lead a small, tightly nit team who revived an empty building back to its former glory, uniting the creative melting pot of artists, musicians and promoters all collaborating to create unforgettable moments together.

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Key responsibilities and outcomes