Now: Chief Brand Officer at JSYard Group, leading brand across its furniture portfolio, including Z Gallerie and Hulala Home. Founder of Shumi, an independent brand practice.
Practice: Brand strategy and creative direction for design-led businesses. Positioning, identity, design systems, campaigns, and the operating frameworks that let global teams execute at scale.
Background: Twenty five years across London, Hong Kong, Shanghai, and New York. Most recently leading global brand for Herman Miller, MillerKnoll, and Humanscale. Earlier work for the BBC, Google, YouTube, Adidas, and LVMH.
Available: Selective consulting and fractional engagements through Shumi. Based in the United States, working globally.
The constant across all of it is that a brand is only as strong as the system carrying it.
What Clients Value
- Clear thinking in complex situations
- Strong creative standards
- Calm leadership under pressure
- Ability to connect strategy with execution
- Global perspective with local sensitivity
- Commercially relevant brand thinking
Beyond Work
I’m curious by nature and always learning. I’m interested in design, systems, culture, property, technology, and how thoughtful experiences — physical or digital — can improve how people feel and behave.
Let’s Talk
If you’re looking for senior support on brand, growth, creative leadership, or transformation, feel free to get in touch.
I have been fortunate enough to have worked with a diverse range of brands including –
Adidas – Hong Kong
Android
BBC
Clockenflap – Hong Kong
Camper – Hong Kong
Channel 4
Couverture & Garbstore
DWR
Facesss – Hong Kong
FWD Insurance – Hong Kong
Guardian
Google
Global Witness
GP Batteries – Hong Kong
Graham & Green
HAY
HSBC – PayMe – Hong Kong
Initial fashion – Hong Kong
Herman Miller – Global
KEF – Audio – Hong Kong
Kiehl’s – Hong Kong
The IOC
Observer
Landmark – Hong Kong
Levi’s – Hong Kong
Leafstorm
LVMH House
MSN Pepsi
Pentland Plc
NSPCC
Oxfam
OneTrueSaxon
Red Bull – Hong Kong
Sony BMG
Truphone
Virgin Media
UKGBC
Universal
YouTube
Previous:
Humanscale
Senior Director – Global Brand Marketing, Brand Design & Communications
Millerknoll
Global Brand Marketing Director
Herman Miller
Director of Global Brand
BBH
Head of Design Experience
Beauval Interiors
Design Consultant – I work on various interior design projects for Beauval Interiors.
Woodwood
Design Consultant –
Picture Design
A founder and MD of Picture, which was nominated for a BAFTA three times, winning twice.
Picture also taking home a Lovie award in 2013 for BBC’s Digital Glastonbury.
For 6 years I sat on the judging panel for the Rushes Soho Shorts Film Festival, and participate in various round the table discussions on digital design.
I’m currently available for consultancy work, please contact me via the form below.