concept development

FROM FRESH PERSPECTIVE TO CREATIVE DIRECTION

I work with independent hospitality & tourism businesses to uncover untapped potential and develop creative ideas to bring it to life.

Most projects begin with an Open Road Review — a close look at your business through the eyes of a customer to uncover what’s working, what feels disconnected and where there may be untapped opportunity.

From there, the Creative Roadmap explores how those opportunities could be brought to life. This can span the entire customer journey — from discovery and online presence to guest experience, visual identity, interiors, content and social media.

The result is a clear, considered creative direction built around your business, your customers and where you want to go next.

  • Design board showing branding elements for 'Counter Culture Club', including a main logo with stylized sun and text overlay, a full logo with palm tree and arc shape, a brand mark with a sunburst symbol, font guide with brand name in bold and cursive, and a color palette with cream, sky blue, dusty red, mustard, and dark colors.

  • Design ideas for a space-themed interior decor, showing cozy, dimly lit room with wall-mounted clothes, a leather sofa, wooden shelves with backlighting, vintage mountain climbing photo, an antique camping gear display, and a cutaway view into a product showcase area.

  • A collage of images and text about The Milkman café. Includes vintage photos of a man on a bicycle and a horse-drawn carriage, a picture of coffee and pastries, and an interior shot of the café interior with a coffee table and cozy seating. The background is dark brown with text describing the café's ambiance and history.

  • Black coffee cup and black paper bag with white silhouette logo of a man with a pipe and text 'THE MILKMAN 1898 2015'. Centered is a black silhouette of the logo. Below, a paragraph explaining the design concept for the branding, highlighting the hand-drawn style and minimalist approach.

  • Collage of vintage black-and-white and color photographs of mountaineers and outdoor adventure activities in Scotland, with handwritten notes and title 'Brand Shoot' that discusses creative ideas for storytelling through photos.

  • A color palette inspired by Scottish rocks and landscape, featuring five color swatches from light gray to dark blue-green, with images of rocks, mountains, and flowing water above the palette.

  • A misty mountain landscape with a solitary person standing on a ridge, with the word 'FLINT' and a geometric symbol above.

how it works…

THE OPEN ROAD REVIEW

A fresh perspective on your business, seen through the eyes of your customer.

I take a close look at the customer journey — from discovery and online presence to the physical experience — to uncover what’s working, what feels disconnected and where there may be untapped opportunity.

(Available as a standalone service)

THE CREATIVE ROADMAP

For businesses ready to explore what comes next.

Building on the Open Road Review, I develop creative ideas and solutions around the opportunities uncovered — from guest experience and visual identity to interiors, online presence, content and social media.

Ideas are brought to life through clear recommendations, mood boards and conceptual mock-ups, giving you a creative direction to take forward.

CREATIVE PARTNERSHIP

For businesses that want continued creative support as the vision comes to life.

I stay in your corner as ideas are implemented — reviewing changes, refining the creative direction and developing new opportunities along the way.

Support can also include photography, film, content and social media visuals to help keep the experience and brand feeling considered and cohesive.

first, we chat.

An informal discovery call to understand your business, your goals, and whether we’re the right fit.

LET'S CHAT

WHAT YOU GET...

Creative thinking without boundaries — exploring opportunities across every aspect of your business, brand and customer experience.

CREATIVE DIRECTION

A clear direction shaped by the opportunities uncovered in your Open Road Review — connecting the dots between what could be improved and what it could become.

GUEST EXPERIENCE IDEAS

Creative ideas to strengthen the customer journey, from first discovery and arrival to the little details that make an experience memorable.

BRAND & ONLINE PRESENCE

Ideas for how your business shows up — from positioning and visual identity to your website, social media and the way your story is told.

SPACES & INTERIORS

Creative suggestions for how physical spaces could look, feel and function — supported by visual references where useful.

VISUAL CONCEPTS

Mood boards and conceptual mock-ups that bring ideas to life and help you visualise possibilities before committing to them.

CONTENT & ACTIVATION IDEAS

Ideas for photography, film, social content, collaborations, campaigns, events and other creative ways to attract and engage your audience.

YOUR CREATIVE ROADMAP

Everything is brought together in a thoughtfully designed PDF presentation — combining insights, recommendations, creative ideas, mood boards and visual concepts into a clear roadmap you can refer back to and put into action.

LET'S CHAT

Projects

  • Black coffee cup and coffee bag with a logo of a silhouette of a man smoking a pipe, with the text 'The Milkman 1898-2015' inside the silhouette, hand-drawn style.

    The Milkman

    A detailed brand and experience audit exploring opportunities to elevate a much-loved Edinburgh coffee spot.

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  • Flint

    Flint — A full-scope brand concept rooted in a refined, nature-led aesthetic.

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  • Collage of interior design ideas with warm lighting, framed photos, vintage camping gear, and mountain photography, themed around a rustic, Scottish landscape.

    Aur

    A full-scope brand concept exploring a more elevated, premium expression of a nature-led aesthetic.

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  • Living room with a brown leather sofa, decorative white pillows, woven coffee table with a black tray and reed diffuser, framed geometric wood wall art, white walls, and two table lamps.

    Archer House

    Archer House — A considered interior styling project designed to elevate the Airbnb guest experience.

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  • COUNTER CULTURE CLUB

    Showing the early stages of a brand in the making at the moment.

  • Close-up of a black and white geometric sign on a cream-colored surfboard, with a beach and ocean in the background.

    Boardroom

    A concept exploring a more expressive take on business attire, inspired by board culture.

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  • Two brightly colored boxes with bold text and fish graphics. The blue box on the left says "FINFOLK" repeated three times in yellow with a school of fish illustration above. The yellow box on the right says "FINFOLK" in red with a fish graphic, and below it, "Whiskey & Smoke" in blue.

    Finfolk

    Gourmet tinned fish brand packaging design development ideas.

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  • KNYSNA MANOR

    A full customer experience review of a guesthouse in South Africa, followed by a Creative Roadmap exploring creative solutions to their low occupancy.

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