I always excelled academically at school, the basic subjects like maths and English came quite naturally to me but I never really got a kick out of that. When it came to GCSE’s and we could select our own subjects I started studying graphics as it felt very different and exciting compared to the basic subjects I was used to. 
I absolutely loved learning how to make mundane, everyday objects that usually go completely unnoticed, it just felt really ‘cool’ to make something that could pass as real – I don’t know if that makes much sense to anyone but me, ha. One project that stuck with me was making our own DVD and CD covers, I had to use company logos and take and edit photographs, it blew my little mind. When it became normal for everyone to start getting family computers at home most people spent all their time on MSN, etc. I spent HOURS designing things in this really basic piece of publishing software that was about at that time. Even before we got a computer, I used to use scrapbooks to create my own encyclopaedias (needless to say, I wasn’t a very cool kid). 
I used my GCSE to study graphic design full time at college rather than doing A Levels, I then went on to do a foundation and BA Honors degree at Coventry University. My first job was working for a stationery company which did entail a lot of graphics from a packaging perspective, but they also allowed me venture into the world of surface pattern and product, and I’ve been pushing my skills ever since. 
Surely most people will agree with me, but with retail design, your first ever things in store have to be the most memorable right? I did a range of calendars for Aldi and when they finally emerged in store a year or so later (the downside of retail, the process takes FOREVER), it was one of the proudest moments of my life. All my friends and family went and bought them, or took photos. I felt like a little celebrity! I’ve worked for so many of the UK retailers over the years now but I still get just excited every time my product makes it on to their shelf. I still have to pinch myself sometimes. 
Working in a commercial setting in general has so many challenges – working with difficult people, fulfilling business asks you don’t agree with, just generally having to jump through hoops to get things done. One of the biggest challenges in my career that comes to mind would probably be going through redundancy. Believe it or not, it wasn’t the fear of losing my job that got to me. 
I work so hard and I know I’m good at my job, I was confident I would find something else eventually. What I struggled with was the months leading up to me leaving that business. 
I knew for a long time that the business was failing which did help me mentally prepare, I’m a realist or some may say pessimist, but this really helped my attitude to find work where as others were left behind with false hope and no jobs to go into. I struggled being chained to a desk and being told to ‘continue as normal’ knowing that nothing I did had any purpose anymore and that none of this work would ever see a shelf. I’m not a natural slacker so I did carry on as best I could, whereas I know some of the team had just detached (and rightly so) and would spend the day with their families or doing personal work. My mental health was so low during this period because I just felt so pointless. 
But I did get out! I took voluntary redundancy and I went to work for one of the UK’s biggest retailers and I had purpose again. Nothing lasts forever, we get through everything eventually. My drive to freelance in other areas alongside my full time roles comes from wanting to maintain my skillset. Having segued from graphics into product, I’m conscious not to lose my graphic edge, and also just to stay really versatile as it’s really tough times for work at the minute, especially in retail but also the design sector in general. Of course I pick and choose what side work I do which is a luxury, but mainly it is just to make some extra cash, I see no shame in admitting that. All those long days and weekends have helped us move cities, buy a house, pay off our cars, buy our furry son, etc. So when you ask about balancing commercial appeal and artistic expression, my brain is always very programmed towards commerciality. I very rarely draw or design for fun now! I’m sure most creatives are the same – you get consumed by the 9 to 5 and it’s hard to separate the two. 
So, so chuffed that the book I illustrated (as well as Aaron Ashmore’s other two books in the series) are now available to buy in Waterstones Coventry and Herbert Art Gallery & Museum, Coventry. You’re smashing it Aaron! 
Balancing a healthy work-life balance is not that simple for me unfortunately! Personally, it’s always depended on the company I work for. My personality and work ethic means if I’m pushed I will work all the hours under the sun – I’m a perfectionist, I like to log off with an empty inbox and an empty to do list, and in companies where the workload is unmanageable I do get very lost in that. But I’ve grown older and wiser and now understand the importance of my free time and I remove myself from situations where I feel this starting to become an issue. I will always work hard and strive to go above and beyond, but I also value me so I’m getting better at learning when to say no or just walk away. In terms of freelance, I’m fortunate to be able to put a stop to it when things are getting a lot during my day job. Back in the day I had a real issue with just saying no though! I wouldn’t want to patronise anyone by telling them to value their free time and mental health etc, I know we mostly all know this is important. I think learning to believe it just takes time and for any new creatives entering the commercial world, you will realise this and things will get easier, these things just take a bit of confidence and time. 
What sets me apart is an unwavering commitment to precision and organisation, I pride myself on my high attention to detail. Alongside my full-time employment, I’ve built up a strong freelance portfolio primarily focusing on design for print, brand identity and social media/web graphics for a diverse array of businesses. My creative pursuits extend beyond this, I also illustrate family, couples and pet portraits which I promote through my social media accounts. In 2021, I achieved a significant milestone by illustrating my first children’s book, a collaborative effort with Etch & Pin. Following this accomplishment, we proudly launched the sequel in August 2022. I was identified as one of Thortful’s best-selling designers. 
I absolutely loved learning how to make mundane, everyday objects that usually go completely unnoticed, it just felt really ‘cool’ to make something that could pass as real – I don’t know if that makes much sense to anyone but me, ha. One project that stuck with me was making our own DVD and CD covers, I had to use company logos and take and edit photographs, it blew my little mind. When it became normal for everyone to start getting family computers at home most people spent all their time on MSN, etc. I spent HOURS designing things in this really basic piece of publishing software that was about at that time. Even before we got a computer, I used to use scrapbooks to create my own encyclopaedias (needless to say, I wasn’t a very cool kid). I used my GCSE to study graphic design full time at college rather than doing A Levels, I then went on to do a foundation and BA Honors degree at Coventry University. My first job was working for a stationery company which did entail a lot of graphics from a packaging perspective, but they also allowed me venture into the world of surface pattern and product, and I’ve been pushing my skills ever since. Surely most people will agree with me, but with retail design, your first ever things in store have to be the most memorable right? I did a range of calendars for Aldi and when they finally emerged in store a year or so later (the downside of retail, the process takes FOREVER), it was one of the proudest moments of my life. All my friends and family went and bought them, or took photos. I felt like a little celebrity! I’ve worked for so many of the UK retailers over the years now but I still get just excited every time my product makes it on to their shelf. I still have to pinch myself sometimes. Working in a commercial setting in general has so many challenges – working with difficult people, fulfilling business asks you don’t agree with, just generally having to jump through hoops to get things done. One of the biggest challenges in my career that comes to mind would probably be going through redundancy. Believe it or not, it wasn’t the fear of losing my job that got to me. I work so hard and I know I’m good at my job, I was confident I would find something else eventually. What I struggled with was the months leading up to me leaving that business. I knew for a long time that the business was failing which did help me mentally prepare, I’m a realist or some may say pessimist, but this really helped my attitude to find work where as others were left behind with false hope and no jobs to go into. I struggled being chained to a desk and being told to ‘continue as normal’ knowing that nothing I did had any purpose anymore and that none of this work would ever see a shelf. I’m not a natural slacker so I did carry on as best I could, whereas I know some of the team had just detached (and rightly so) and would spend the day with their families or doing personal work. My mental health was so low during this period because I just felt so pointless. But I did get out! I took voluntary redundancy and I went to work for one of the UK’s biggest retailers and I had purpose again. Nothing lasts forever, we get through everything eventually. My drive to freelance in other areas alongside my full time roles comes from wanting to maintain my skillset. Having segued from graphics into product, I’m conscious not to lose my graphic edge, and also just to stay really versatile as it’s really tough times for work at the minute, especially in retail but also the design sector in general. Of course I pick and choose what side work I do which is a luxury, but mainly it is just to make some extra cash, I see no shame in admitting that. All those long days and weekends have helped us move cities, buy a house, pay off our cars, buy our furry son, etc. So when you ask about balancing commercial appeal and artistic expression, my brain is always very programmed towards commerciality. I very rarely draw or design for fun now! I’m sure most creatives are the same – you get consumed by the 9 to 5 and it’s hard to separate the two. So, so chuffed that the book I illustrated (as well as Aaron Ashmore’s other two books in the series) are now available to buy in Waterstones Coventry and Herbert Art Gallery & Museum, Coventry. You’re smashing it Aaron! Balancing a healthy work-life balance is not that simple for me unfortunately! Personally, it’s always depended on the company I work for. My personality and work ethic means if I’m pushed I will work all the hours under the sun – I’m a perfectionist, I like to log off with an empty inbox and an empty to do list, and in companies where the workload is unmanageable I do get very lost in that. But I’ve grown older and wiser and now understand the importance of my free time and I remove myself from situations where I feel this starting to become an issue. I will always work hard and strive to go above and beyond, but I also value me so I’m getting better at learning when to say no or just walk away. In terms of freelance, I’m fortunate to be able to put a stop to it when things are getting a lot during my day job. Back in the day I had a real issue with just saying no though! I wouldn’t want to patronise anyone by telling them to value their free time and mental health etc, I know we mostly all know this is important. I think learning to believe it just takes time and for any new creatives entering the commercial world, you will realise this and things will get easier, these things just take a bit of confidence and time. What sets me apart is an unwavering commitment to precision and organisation, I pride myself on my high attention to detail. Alongside my full-time employment, I’ve built up a strong freelance portfolio primarily focusing on design for print, brand identity and social media/web graphics for a diverse array of businesses. My creative pursuits extend beyond this, I also illustrate family, couples and pet portraits which I promote through my social media accounts. In 2021, I achieved a significant milestone by illustrating my first children’s book, a collaborative effort with Etch & Pin. Following this accomplishment, we proudly launched the sequel in August 2022. I was identified as one of Thortful’s best-selling designers.