Boutique OT
UX, Branding & Website Design
Brief: Create a brand and website that makes OT services approachable and easy to navigate.
Challenge: Elderly clients and their families needed a clear, legible, and supportive experience. Competitor sites were dense and overwhelming with inconsistent navigation to CTAs.
Solution / Approach: Conducted interviews and market research to uncover user needs. Designed a calm, trustworthy brand (logo, colours, typography) and built an intuitive, accessible large-format UI site. Extended the identity into print collateral.
Impact: Delivered a cohesive brand and digital presence that supports confident client use and helps the business manage referrals efficiently.
The Pancake Parlour
App UX/UI
Brief: Improve UX for the loyalty app used by 500K+ members.
Challenge: Platform limitations and tight deadlines required careful iteration and design adjustments.
Solution / Approach: Designed UI assets and wireframes in Figma, collaborating closely with developers and the head of strategy to ensure the app remained intuitive and aligned with the refreshed brand.
Impact: 74% increase in weekly visits and a lift in per-user spend.
Concept Project
UX Research & App Development
Brief: Explore how UX can support people choosing to live childfree.
Challenge: Limited existing platforms and social resources for this community, requiring careful research to uncover real needs.
Solution / Approach: Conducted surveys, interviews, and market research, then synthesised insights through affinity mapping to reveal user needs and opportunities.
Impact: Early-stage research provides a foundation for future app concepts focused on meaningful connections and supportive resources.
Freelance + Inhouse
Copywriting + Socials
I’ve written everything from quick push notifications and CTAs to websites, emails, and campaign content. My focus is always on understanding the audience first, then shaping tone and messaging to connect - whether that means playful for social media or sharp and persuasive for paid ads.
The result is copy that feels on-brand, resonates with readers, and drives action - clicks, bookings, or simply a stronger sense of brand personality.
Client Mix
Brand Identity & Design
Brief: Build distinctive brand identities across a mix of client, passion, and side projects.
Challenge: Each brand needed to feel unique and authentic to its context - from boutique Airbnb stays to e-commerce start-ups -while remaining scalable across digital and print.
Solution / Approach: Created tailored systems of logos, colour palettes, typography, and tone of voice. Extended into applications such as signage, social media, and collateral.
Impact: Delivered brand identities that feel cohesive, versatile, and true to their audiences, while showcasing adaptability across industries and formats.
