I am a Lecturer (Assistant Professor) of Design Innovation and Programme Director of the MA Design and Branding at Loughborough University in London.

My research focuses on the organization and management of design driven organizations. I am specifically interested in how design and visual aesthetics can bridge different knowledge domains.

I currently teach two MA modules: Design Strategy & Branding and Branding & Identity.

Before joining academia, I worked for over 10 years in the design industry with clients such as Björk, Audi, Red Bull, Coty, Hugo Boss, Procter & Gamble.

I also designed and developed a strategy development app that helps creative business entrepreneurs engage with strategy.

strategize.app

My research interests

✻Management and strategy in design firms

✻Visuals and aesthetics in strategy

✻Design and Entrepreneurship/Intrapreneurship

✻Designer identities

✻Institutional logics in design practice

I use both qualitative and quantitative research methods. I have conducted ethnography in a global design studio, used computational linguistic analysis on large datasets in creative sector and studied design in large public service organizations such as the United Nations.

I am currently open to new PhD proposals that align to any of the above topics and always pleased to hear from potential candidates.