Translate campaign and request briefs into clear visual direction.
Explore concepts with AI: moodboards, key visuals and quick motion tests.
Create scalable key visual concepts that work across every touchpoint.
Define and maintain brand tone across colour, typography and layout.
Final art direction, brand consistency and production stay in my hands.
Collaborate with cross-functional teams to refine and align outputs.
Brand Hub
A brand hub is a living page where a team finds the logo, colours, type, examples in use and AI-ready guidelines in one place. It is an idea I can build for clients, and this is the one I made for my own identity. Click any colour to copy it.
Logo
A two-piece angular mark in coral and silver. Three approved versions cover dark, light and coral backgrounds.
Usage
Clear spaceLeave at least a quarter of the mark’s width free on every side.
Minimum size24 px wide on screen. Below that, use the mark on its own at a larger size.
Keep it as isNo stretching, rotating, shadows or colors outside the three versions.
Color
Coral leads. Charcoal is the ground. Gold is a small accent, never a background.
CMYK values are a quick conversion from the screen colors. Check a printed proof before approving print work.
Text pairings
Type
Bebas Neue sets the headlines. Montserrat carries everything you read.
Bebas Neue
Display. Headlines, numbers and labels. One weight, capitals only, tight line spacing (about 0.95).
Body text is Montserrat Light on charcoal, set around 17 px with generous line spacing and a line length near 65 characters.
In use
Example layouts showing how the colors, type and mark work together. Text is placeholder.
Social grid
Business card, front and back
AI-ready guidelines
A plain-text version of this hub. Paste it into any AI tool so its writing and design suggestions follow the brand.
Preview the text
No matches. Try a color name, a font or “logo”.
AI-enhanced workflow
I’m proactive in exploring new tools like motion and AI to improve workflows and enhance product experiences.
Characters and animation
Brand assets and mockups
What I bring to the team
I help brands show up consistently across digital, product and campaigns.
Senior Brand and Digital Designer. I work closely with product, marketing and engineering to keep a brand consistent across every screen and channel. Now moving into Design Lead or Creative Direction, where I define how a brand lives within product. AI and motion are already part of my workflow.
15+years in branding, print and digital
12designers led as Creative Director
13retail locations, as sole in-house designer
Brand systems that scaleIdentities and guidelines that hold across markets and channels.
Campaigns, end to endFrom brief and art direction to final delivery.
AI with a designer’s eyeFaster ideation and production, without losing the brand.
A live prediction tool for the 2026 World Cup. Fans pick a team to see its qualification, semifinal and final probabilities, explore the knockout bracket, compare the ten strongest contenders and read the views of Betfair ambassadors Luis Figo and Míchel Salgado. I designed it in Figma for desktop and mobile.
Hero and dynamic knockout bracket
Probability table: the top ten contendersThe legends council
Hero and team selectorKnockout bracketProbability tableLegends council
A dedicated experience focused on clarity and accessibility. I adapted the brand tone to a more sensitive and supportive context and worked closely with stakeholders to align content and visuals.
Full site structure: warning signs, self-assessment, budget calculator, tools and support
A redesign proposal for the Kilkenny Design website, presented in 2018 and designed in Adobe XD. It starts with wireframes, the low-fidelity layouts that set the structure of the home page, menus and pop-ups, and moves on to the visual design: localisation and sign-in, a sticky navigation bar, the catalogue page and a mobile app prototype for an event.
Wireframes
Wireframes in Adobe XD: home page, menu and pop-up states
The 2018 designs
The 2018 designs: localisation and sign-in, sticky navigation, catalogue page and event app prototype
The live site today
Home pageCollection pageProduct pageBag
Free spins weekly email
Betfair Casino Spain
A weekly webmail built around animated GIFs: a tiered free spins tracker, a rotating game carousel, a vote for next week’s game and a daily free spins reminder. It lands straight in customers’ inboxes, so there is no live page to link. Results have been very strong.
The full email
Animated game carouselAnimated free spins bannerKPI targets for measuring success
And more: web mails
Betfair, web mails
Promotional and product emails for Betfair, from a World Cup countdown and bet builder cards to Club Betfair, feature launches and a scratch-to-reveal mechanic.
World Cup match-day email
Two layout options
Bonus and Club Betfair email
The full email
Features and mechanics
New features email, two design optionsScratch-to-reveal email, before and after
Casino app launch: store banners
Betfair Casino Spain
Preview banners shown in the app store when customers download the new Betfair Casino app. Nine panels walk through the welcome bonus, the new all-in-one app, a daily jackpot spin, 2,000+ slots, promotions, live casino with Spanish-speaking dealers, crash games, exclusive games and jackpots.
Panels 1 to 3Panels 4 to 6Panels 7 to 9
Betfair Vídeo launch
Betfair Spain
Launch assets for Betfair Vídeo, free live sport streaming for customers. A 3D play button anchors the key visual across the website banner, the app home, an Instagram story and an X post. I explored the play button concept with AI (ChatGPT) to get it approved, then developed it in Adobe Dimension.
Website banner
App homeInstagram storyX post
3D promotional assets
Adobe Dimension
3D elements for bonus and video messaging, built in Adobe Dimension: BONO buttons in two colourways, a BONO GRATUITO sign with the Betfair coin and the play button for Betfair Vídeo. The play button concept was explored with AI (ChatGPT) to get approval, then developed in Dimension.
Animated templates for Betfair Spain’s betting posts. I built the template in Photoshop and then animated it in Canva, so community managers could produce and update posts themselves. The system was in use until mid-2026.
Bet Builder post: La Selección de Figo, Girona vs Real Madrid
From key visual to multi-channel execution
Betfair, Italy and Spain
One key visual scaled across desktop, mobile and social. Italy: World Cup MyOddsBoost. Spain: the World Cup top scorer outrights offer.
Game tile improvements
Betfair, Brazil
I improved the look and feel of game tiles with a focus on visual consistency, hierarchy and usability. The logo area grew from 720 to 800px and the 70% opacity overlay was removed, for a more cohesive in-product brand experience.
Rafflee brand guidelines
Brand guidelines for a UK digital raffle platform
A brand system I created for Rafflee, a digital raffle platform used in the UK. It covers the logo and its clear space, colour, gradient and motion-line treatment, a type scale built in proportion to the hero message, layout rules, CTAs, social formats with safe areas, web tiles and email, so every asset follows the same structure from hook to legal copy.
Colour palette: confident blue for trust, energetic yellow for rewardStatus badge: construction rules, angle and placementLayout principles, from hero message to legal footerType scale set in proportions of the hero messageSocial: feed, stories and reels, with safe areasEmail and CRM layout
Freshly Chopped
Millimetre Design, rebrand
I led the rebrand of Freshly Chopped, the healthy food company, from concept through final execution. The identity runs across bags, cups, the shopfront and the interior wall graphics.
Bags, cups, external and internal views
Dillisk on the Docks
Millimetre Design, Galway
Identity and print for Dillisk on the Docks, a new restaurant at The Harbour Hotel in Galway. The system is carried through the menus, with a seaweed illustration and gold details, and the internal signage.
Menus and internal signage
Fire & Salt
Millimetre Design, Johnston House Hotel
Identity for Fire & Salt, the new restaurant at Johnston House Hotel in Co. Meath, applied to a uniform, a leather emboss, the menu and graphic glass.
Logo, uniform, leather emboss, menu and graphic glass
The Gandon Room
Millimetre Design, Slane Castle
Identity for The Gandon Room, a new restaurant at Slane Castle in Co. Meath: logo, illustrated menus and uniform.
Logo, menus and uniform
Hanna’s
Millimetre Design, Cork
Identity for a new cafe, bistro and delicatessen in Cork: logo, uniform, bags and cups.
Logo, uniform, bags and cup
Club Betfair: crest and launch campaign
Betfair Spain and Brazil
I created the crest for Betfair’s loyalty club and launched it with campaign pieces in two markets: Club Betfair in Spain and Clube de Vantagens in Brazil.
The crest
Club Betfair crest
Spain: Club Betfair
Campaign piece, Spain
Brazil: Clube de Vantagens
Campaign piece, Brazil
Prize Pinball jackpot campaign
Betfair Casino Spain
Key visual and production banners for Prize Pinball, which now includes a free daily jackpot round. A neon pinball machine inside a phone, with a jackpot pot and flying prizes, was adapted into display banners in many sizes, two web header options and a blog header.
Web header option 1Web header option 2
Blog headerProduction banners
Brasil Sponsorship campaigns
Betfair, Cruzeiro sponsorship campaign
Key visualKey visual, Prize Pinball jackpot
Display banners
Display bannerDisplay banner, second version
Social Sponsorships Brasil
Betfair, social and campaign pieces for football sponsorships in Brazil
Cruzeiro: partnership and prize promotion
Super Preço wide bannerClub de Vantagens wide bannerPartnership announcement, social post
Palmeiras: free bets Instagram stories
Instagram story, men’s teamInstagram story, women’s team
Conmebol Libertadores and Sudamericana
Bonus banners in three treatments, two sizes
Social data stories: football in Spain
Betfair Spain, social infographics from a survey of 1,008 adults
A series of square social posts turning the results of a Betfair survey into simple charts: fan love and hate, most loved clubs, and which team benefits most from referees.
Football as a religion: love and hate in SpainMost loved teams in Spain, first divisionIf you could remove one club from the mapIf your team disappeared, which one would you chooseWhich fan base is the most unbearableWhich fan base do you like best, even if you share no coloursWhich team benefits most from referees
Slot machine character set
Nano Banana Pro, Topaz Upscale
I started from a single reference slot machine, rebuilt it in the brand look and upscaled it. Then I placed three characters on the reels and iterated on how the symbols read as coins. The result went into a final social piece for the Torneo Élite tournament.
The Flora canvasThe final piece: Betfair Spain social ad, Torneo Élite
Christmas gifts for VIP customers
Betfair Italy and Spain, AI-assisted mockups
The brief: Christmas gifts for BFI VIP customers in Italy and Spain, with the logo placed on a mug, a lamp, a sherpa throw with a vegan leather patch, a box and a personalised card. I designed two pattern concepts, then used AI to mock up every product in an Italy and a Spain colourway, so both concepts could be presented in context.
The Flora canvas behind the mockups
Concept 1: Festive Icons Collection
Pattern for the outer box and inner lidGift boxes, Italy and Spain colourwaysThe full hamper
Concept 2: Betfair Christmas World
Pattern for the outer box and inner lidGift boxes, Italy and Spain colourwaysThe full hamper
Character animation
Flora, ChatGPT and Seedance
Three expressions of one character, generated in ChatGPT on a Flora canvas
Screen recording of the Flora canvas, sped up 6x: three poses of the character animated into a short sequence
Character exploration
One stylised 3D character kept consistent across three poses and expressions, then animated in Seedance.
Tools
Flora, ChatGPT and Seedance.
Talent animation
Nano Banana, Seedance, Gemini Omni
A celebration still of the talent is recreated from several angles, then animated into a short character sequence, all on one Flora canvas.
Screen recording of the Flora canvas, sped up 12x: a celebration still, recreated from several angles, then animatedThe final result
Confetti animation
A still of the talent with a burst of confetti becomes a short animation where he throws the confetti into the air. I generated it in Seedance 2.5, ran a second pass for a stable camera in Gemini Omni 1.1 Flash, and used it to make a looping GIF.
The Flora canvas, sped up 15xThe final GIF, looping
