I’m a graphic designer and photographer with 20 years of experience in the leisure and fitness industry. My work sits at the point where creativity meets strategy – I’ve built brands from the ground up, designed for national chains, and delivered everything from logos and campaigns to full websites, signage, and member apps.
Alongside design, I bring broad photography skills, including product shoots, portraits, and aerial drone work. This allows me to create complete visual packages that feel consistent across every channel.
My background in leisure management gives me a commercial edge. I understand how strong design and clear communication drive member engagement, sales, and retention because I’ve led clubs, hit KPIs, and seen the results first-hand.
This portfolio brings together my creative and strategic work, showing how I develop brands, shape campaigns, and deliver visuals that connect with audiences while supporting business growth.
Fervid Fitness
From initial concept to two thriving fitness clubs in just three years, I’ve been responsible for building the Fervid brand from the ground up.
I created the logo and visual identity, then carried that through every channel and touchpoint, ensuring consistency and precision at every stage. My role spans both strategic leadership and hands-on delivery, including:
Full brand development and positioning
Graphic design, typography, and layout with a detail-driven approach
Club signage and branded in-club environments
Website, landing pages, and lead capture funnels
Member app design and optimisation
Email and SMS templates for campaigns and retention
Newsletters and community communications
Video, animation, and drone content for campaigns and in-club use
Marketing strategy, planning, and execution
Much of this creative work can be seen across fervidfitness.co.uk and the clubs’ social media channels:
This project demonstrates my ability to take a brand from idea to execution, combining creative design skills with strategic thinking to deliver growth, member engagement, and a strong market presence.
Anytime Fitness
Alongside my creative and marketing responsibilities, I also worked as General Manager of one of the clubs, giving me direct insight into member experience, operations, and the commercial side of running a fitness business. This dual role allowed me to connect creative strategy with real-world results inside the club.
My work covered:
Full social media management and content creation
Member app design and updates
Posters, flyers, and all in-club signage
Marketing materials for campaigns and events
Email campaigns and templates
Marketing planner creation and implementation
Creative support for new club openings
Promotions and community engagement initiatives
Design and delivery of all club artwork
This combination of hands-on club management and brand development gave me a strong understanding of how marketing directly drives engagement, retention, and growth. It also taught me how to deliver consistent creative work while balancing brand guidelines and local needs.
Ensana Buxton Crescent Hotel
I was commissioned to deliver a creative package for the launch of the hotel’s new restaurant and bar. This project combined brand design, photography, and visual storytelling to capture both the identity of the space and the people behind it.
Key work included:
Designing the new logo and visual identity for the restaurant and bar
Product photography to showcase menu items and drinks
Portrait photography of the new team members
Aerial drone photography to highlight the historic building and its setting
This commission brought together my skills in branding, design, and photography to create a cohesive look that supported the hotel’s premium positioning. The outcome was a polished, professional suite of visuals that enhanced both marketing materials and the guest experience.
Xercise4Less
As Senior Club Manager and creative lead across multiple projects, I combined operational leadership with brand development to support both local club performance and the wider national business. Working within a chain of 54 clubs, I helped steer brand promotions, drive membership sales, and deliver creative consistency across all sites.
My work included:
Social media design and content creation
Member app design and updates
Posters, flyers, and in-club signage
National and local marketing materials for campaigns and events
Email campaigns, newsletters, and templates
Marketing planner creation and roll-out
Support for new club openings and launch promotions
Design and delivery of all artwork across the chain
Collaboration with senior leadership on brand promotions and sales strategies
In my Senior Club Manager role, I led teams, delivered KPIs, and translated creative campaigns into tangible results on the ground. The mix of hands-on operational leadership and brand-focused creative work gave me a unique perspective on how design and marketing directly influence growth, member engagement, and business performance.
AD Hoc designs
