LEAD.
DESIGN.
STRATEGIC DESIGN LEADERSHIP • CREATIVE DIRECTION • TEAM LEADERSHIP AND MENTORING • PITCH MANAGEMENT • TEAM TRANSITION AND DEVELOPMENT • BRAND REPOSITIONING •
STRATEGIC DESIGN LEADERSHIP • CREATIVE DIRECTION • TEAM LEADERSHIP AND MENTORING • PITCH MANAGEMENT • TEAM TRANSITION AND DEVELOPMENT • BRAND REPOSITIONING •
I am a design leader dedicated to the belief that world-class creativity is a business’s most powerful mechanism for growth. I have helped global icons, including Mastercard, Xbox, McLaren F1, and Qatar Airways, use design to navigate brand transformation, strengthen identity, and deliver measurable business results.
Approach
My work sits at the intersection of strategic thinking and uncompromising craft. Having led multidisciplinary practices at McCann London, I specialise in building high-performing design departments that do more than produce, we solve critical business challenges through visual storytelling and cultural relevance.
I view design as a commercial asset. Whether leading high-stakes pitches or collaborating with senior marketing and business leaders, my objective is to align design strategy with broader commercial goals to drive market share and brand equity.
Leadership
My approach is rooted in mentorship and the development of a collaborative culture of innovation. From managing twelve-person regional creative teams in Madrid to leading multidisciplinary departments in London, I focus on fostering a culture of accountability where craft and quality meet business impact.
Pedigree
With a First Class Honours degree in Graphic Design, and leadership recognised by Cannes Lion, Eurobest and Webby awards, I have extensive experience across the automotive, aviation, tech, and luxury sectors. Through these experiences I am able to bring a global perspective and a proven track record of elevating brand standards for the world's most demanding stakeholders.
Ai’s place in the process
Curious by nature and rigorous by design, I am focused on how AI and craft coexist to unlock new creative frontiers. I advocate for AI-driven workflows that elevate creative opportunity and accelerate delivery, ensuring emerging technology serves the brand’s commercial and artistic goals.
EXPERTISE:
STRATEGIC LEADERSHIP
Bridging the gap between creative excellence and commercial growth. I help global brands navigate transformation and strengthen identity to deliver work that performs with equal weight visually and commercially.
Directing large-scale design teams to remain creative, reactive, and efficient under high-pressure conditions. I focus on streamlined processes that convert concepts into multiple high-value pitch wins.
PITCH LEADERSHIP
Building and developing diversely talented individuals into cohesive, loyal design teams. I foster a culture of accountability where individuals go above and beyond in the pursuit of portfolio-defining work.
TEAM LEADERSHIP
Hands on design expertise as well as extensive on-set photographic art direction. Fluent with and constantly following developments in Ai for creativity and it’s place in the industry.
DESIGN & ART DIRECTION
“Karl is the Head of Design every creative leader needs. He is ON IT. Aside from being a very talented designer himself, adding creativity, flair, originality and polish to everything he does and constantly surprising and delighting, he is an incredible design team lead...
”
“Karl is, without exaggeration, one of, if not the strongest design leader I’ve ever worked with. He’s got creative vision, strategic clarity, exceptional craft, and loves graft.
”
AWARDS:
