I started my career in London working on re-branding projects such as British Telecom and AIB with Wolff Olins. On my return to Dublin, I worked with key industry players before joining Neworld Associates in 1993. I believe in branding and its symbiotic relationship with design effectiveness and have guided a myriad of companies through the branding maze using this synergy of strategic branding and design. I have worked with some of Ireland’s biggest brands such as Bank of Ireland, Diageo, John Rocha, O2 and One51 and specialise in hospitality branding, working with Carton House Hotel, Powerscourt Hotel, The Morrison Hotel, Parknasilla, Clarion Hotels and the Gibson Hotel to name but a few. I'm passionate about creating breakthrough brand identities for new entrepreneurs. These have included Fade Street Social, Tuzo, Rustic Stone and Therapie. I spends my weekends standing on the sidelines of pitches, loves my first cup of tea in the morning after my swim and am a self-professed champion of chilli-making!