I am an innovation strategist specializing in sustainability. I find the problem underneath the problem, then build products, services, and systems that people actually want to use. Whether in fibres, food, or fast moving consumer goods, I ask questions from lab to landfill and back again.
I began my journey to capital D design in Amman, Jordan. As I wandered through bustling stations and markets full to the brrim, I studied how people make choices, which create values, which shape cultures. I took an unusual side step for an anthropologist and made weird an MSc in Cleantech Innovation from Imperial College London. I have worked as a visual designer, a service designer, and a business operations director, but more than any title, I am an analyst of the great mess that is humanity. I am based in London, but the world is my remote oyster.
