One £13m exit. One #1 app. One expensive education.

I started in newsrooms — sub-editing at Cornwall & Devon Media, then News UK. That's where the writing discipline comes from, and it's why everything this agency produces actually reads well.

Then Magic Seaweed: I joined as founding editor and spent a decade as founding partner and creative director, helping grow a small business into the world's largest surf forecasting platform. Audience from zero to a million-plus followers, content partnerships with Monster, Ford and Vivobarefoot, vertical brands including Fourth Surfboards — now the UK's #1 surfboard brand. Sold for £13m.

At Deliciously Ella I was App Product Director: took their app from concept to #1 in category — at times the top-grossing app in the UK — and developed its subscription roadmap in partnership with Apple, inside a business that later sold for £45m.

Then came WAES: the world's first plastic-free footwear company, which I co-founded and ran as CEO. We smashed the Kickstarter at 200%, won the SAS Plastic-Free Design Innovation award, got featured by Kia and Esquire — and never made money. It started just before Brexit, cost me six figures and nearly my marriage. I tell you this on this page because it's the most useful thing on it: I know what growth costs, what kills companies, and the difference between awards and revenue.

MUUSH — a functional mushroom-based alcohol alternative — I built the launch concept and brand identity from zero with founders Dan and Matt. It's still going strong, in their hands.

Mynd Palace is all of that turned outward: a purpose-led communications agency bringing real operating experience and AI capability to businesses navigating a difficult, opportunity-rich moment. I write, I run projects, I design, I fly the drone — the full package — and around me sits a network of trusted creatives assembled per project. Sized to the job, from a day's drone shoot in the South Hams to a ten-country EU research consortium — and you only pay for what the work needs. The proof runs from CONTRAST to SHYRE, our in-house apparel brand, run as a live testbed for the AI-enhanced delivery model we sell.

I'm a committed environmentalist with end-to-end experience from startup to exit, and I'm proud of helping create award-winning products that solve real problems — and of developing the creative people who build them into future leaders along the way.