Hi, I’m Simon –

“You never change things by fighting the existing reality. To change something, build a new model that makes the existing model obsolete.”

– Buckminster Fuller

What twenty-five years of brand identity, digital design and creative direction have taught me is that good design begins with attention. It starts with really noticing what is ready to change and what still holds value. This is why I believe the most meaningful design work happens in the friction between the world that exists and the one that is emerging. Working in that space asks a little more of us, but the results are always worthwhile.

This desire to work with what is emerging is what drew me to regenerative design. It offers a deeper way of understanding how brands can create real value not just through what they say, but through the positive impact they generate. Regenerative thinking helps businesses evolve with integrity, stay relevant in shifting times and build the kind of trust and momentum that lasts.

For much of my career I have worked across visual communication, brand development and creative leadership, collaborating with lifestyle, outdoor and culture-led organisations. My work has always been guided by curiosity and a commitment to understanding people, places and the stories that shape them. Design thinking, typography and narrative-driven creativity have been the tools through which I help ideas become clear, grounded and engaging.

As my practice evolved, I became increasingly aware that design could do more than help businesses grow or stand out. I wanted to understand how it could contribute positively to the world around us. This curiosity led me to study ecological design and regenerative practice at Schumacher College and with the Regenesis Institute, where I developed a deeper, more interconnected way of seeing. That learning reshaped my approach and reaffirmed my belief that design, when practised with intention, can strengthen not only a brand but the wider systems it touches.

Today I work at the intersection of brand, regeneration and ecological learning. I support organisations to uncover what matters most, articulate it with clarity and express it through thoughtful, effective visual communication. Alongside my practice, I teach on the MA Graphic Design programme at Arts University Bournemouth, where ongoing dialogue keeps my work responsive to emerging ideas and grounded in meaningful inquiry.

At heart, I believe design is a capacity we all share. My work is no longer centred on generating profit or being defined by industry leadership alone. It is about creating brands with integrity, purpose and real-world impact, brands that support the people who run them, the communities they serve and the futures they are shaping.

My role is to help my clients meet the true potential of their work and express it in a way that feels authentic, resonates with their relevant audience and aligns with the futures they wish to build.