SELECTED WORK FOR NORTH ACTIONSPORTS GROUP
Brand Systems.
Product Identity.
Long-term Thinking.
For over 20 years I’ve helped organisations shape and evolve brands through long-term creative direction.
Recently I discovered kiteboarding. The more time I spend on the water, the more I appreciate the thinking behind great equipment. It made me realise that many of the principles I’ve always valued in branding, clarity, refinement and purposeful evolution, are just as important in the products themselves.
That’s why this opportunity feels like such a natural fit.
BRANDING
The strongest brands don’t decorate products. They design systems around them.
LAUNDIQUE
Premium laundry care brand
Brand identity
Product branding
Packaging
Art direction
IRDETO
Global technology brand
For over a decade, I’ve helped shape the evolution of Irdeto’s global brand. Working closely with executive leadership, I ensure every customer touchpoint reflects a consistent visual identity while supporting the company’s long-term brand strategy.
Creative direction
Brand systems
Executive leadership
Global exhibitions
WHY NORTH ACTIONSPORTS GROUP?
The best work happens when professional expertise meets personal passion.
Discovering kiteboarding has given me a new appreciation for the craftsmanship, engineering and design behind great equipment. Every session makes me appreciate just how much thought goes into creating products that feel intuitive, reliable and effortless to use.
That’s what makes this opportunity feel like such a natural next step. It brings together more than twenty years of experience shaping brands with an industry I’ve genuinely come to love.
Throughout my career, I’ve learned that great branding isn’t defined by industry, but by understanding people, products and purpose. That’s why this opportunity feels like such a natural next step.
BEYOND THIS SELECTION
This page was created specifically for North Actionsports Group and highlights the projects most relevant to this opportunity.
While these projects focus on consumer branding and global brand leadership, they represent only a curated selection of my work.
My complete portfolio offers a broader perspective on how I approach branding, develop scalable brand systems and lead creative projects across a diverse range of industries and organisations.
Explore my complete portfolio
Art direction, brand systems, creative leadership and selected case studies.
Looking for additional branding projects and commercial work?
Selected clients & collaborations
Some client work is confidential and cannot be publicly shared.
LET’S TALK
Thank you for taking the time to explore my work.
If my experience and approach resonate with what you’re looking for, I’d welcome the opportunity to discuss how I can contribute to North Actionsports Group.