How I work

Process

Great work still starts with people: a clear idea, a talented team and a lot of care. What has changed is the toolkit. This is how a project moves from concept to delivery, how I use AI agents to explore further and move faster, and how I support boards and leaders through what comes next.

01

Concept to delivery

Every project follows the same honest path, from the first conversation to proof that it worked. The tools change; the rigour doesn’t.

  1. 01

    Understand

    1. The brief

      We receive the brief: the goal, the audience, the budget and the timeline.

    2. Stress test

      We challenge it. Is this the right problem to solve, and what would success look like?

    3. Research

      Inspiration is often found in the physical world, while AI now automates much of the desk research.

      • Galleries & exhibitions
      • Interviews with real people
      • AI-assisted desk research
  2. 02

    Imagine

    1. Concept

      Hand sketching and visualising how the idea comes to life and starts to take shape.

      Watercolour sketch of rugs suspended in a tall gallery space, for The Rug Company at Salone del Mobile
      Sketch: The Rug Company, Salone 2025
      Generative soundscape: press play
    2. Sign-off

      Client buy-in

      We agree the concept together before anything moves forward.

  3. 03

    Make

    1. Detailed design

      Every detail designed, prototyped and tested.

      Wood Wharf design framework: the building blocks of the scene, from a simple cube to colour, texture and shapeWood Wharf design framework: how the abstract system creates dynamic destinations, step by stepWood Wharf visual reference board: structure, texture, colour and form
      Design framework: Wood Wharf, Canary Wharf Group

    2. Delivery

      Built, installed and launched, on time and on budget.

      Delivered: Bee’ah HQ, Sharjah
  4. 04

    Measure

    1. Return on investment

      How do we actually measure success? We agree the measures at the start, from reach and engagement to sales and footfall, and report back on them at the end. It is the key to repeat business.

    2. Case study capture

      We film and document the finished project for the client. Recording the results is the way to show the value and open the conversation about the next project.

      Case study: BlackRock iShares

↺ What we learn shapes the next brief

02

Agentic workflows

An “agentic” workflow is one where AI agents, tools that can carry out a series of tasks on their own, do the heavy lifting between human decisions. They research, generate and iterate at a speed no team could match, which frees people to do what they do best: judge, choose and craft.

I use them to explore far more ideas than a schedule would normally allow, and then art direct the best of them into finished work. The taste, the decisions and the final polish stay human.

Visitors inside the immersive Bee'ah experience, surrounded by flowing light
People decideAgents do the legwork
  1. Person

    Brief

    I set the vision, the audience and the question we are answering.

  2. Agent

    Research

    Agents gather references, trends and competitor work, and summarise it overnight.

  3. Agent

    Explore

    Hundreds of visual routes, generated in hours rather than weeks.

  4. Person

    Curate

    I art direct: selecting, combining and refining the strongest ideas.

  5. Agent

    Make

    Motion, sound and voice are built out from the chosen route.

  6. Person

    Craft

    Designers and makers finish every detail. Nothing ships without a person’s eye.

The toolkit

  • ClaudeThinking & agents

    My thinking partner and agent: research, briefs, scripts and building workflows.

  • MidjourneyImage

    Mood, concept art and fast visual exploration.

  • Nano BananaImage editing · Google

    Precise image editing, keeping products and characters consistent from scene to scene.

  • FireflyImage · Adobe

    Commercially safe images, inside the Adobe tools teams already use.

  • RunwayVideo

    Turning stills into moving image, plus video editing and effects.

  • ElevenLabsVoice & sound

    Voiceover, dubbing and sound effects in dozens of languages.

  • SunoMusic

    Music and generative soundtracks.

  • FigmaDesign

    Where the whole team designs together, wherever they are.

  • Unreal EngineReal-time 3D

    Real-time 3D worlds for spaces, installations and previews.

The tools change every few months; the way of working is what lasts.

03

Board support & advice

Supporting your board for the new wave of design

AI is changing how creative work is imagined, made and paid for, faster than most organisations can plan for. With more than 12 years leading creative work for global brands, I help boards and leadership teams understand what is really changing, separate the hype from the value, and shape teams that are ready for it.

Start a conversation
Leaders gathered around a table during a workshop
  1. 01

    Board briefings

    Clear, jargon-free sessions on what AI means for creativity, brand and customer experience.

  2. 02

    Opportunity mapping

    Where AI can save time, open up new ideas or create new products, and where it shouldn’t be used.

  3. 03

    Creative operating models

    How teams, agencies and tools fit together in the new way of working.

  4. 04

    Responsible use

    Practical guidance on copyright, brand safety, disclosure and ethics.

  5. 05

    Team training

    Hands-on workshops that build real confidence with the new tools.

Contact

Get in touch

Have a project in mind or want to collaborate? I’d love to hear from you.

Contact me