Acacium Group

I spent six years at Acacium Group, where I grew a small two-person design function into a high-performing internal agency supporting a global portfolio of 20+ brands. As Creative Director, I led all design activity across the group, building the team, setting standards and establishing systems that allowed creative work to scale across regions, services and audiences. Building the Acacium Group brand with my team started with the creation and evolution of comprehensive brand guidelines, not only for the Group brand itself but for the wider portfolio of brands within it. It was essential to establish clear, structured systems that ensured consistency across all touchpoints while allowing each brand to retain its own identity. Accessibility was a priority throughout, rooted in WCAG principles to ensure colour contrast, typography, hierarchy and digital usage supported inclusive, user-centred communication across every market and platform.