systems I’ve helped build.

Case studies from helping teams untangle complex stories, systems, and interfaces.

what this experience looks like in practice.

systems I’ve helped build for brands, schools, sports foundations, and tech teams that deal with complexity every day—dense research, legacy systems, internal politics, and tools that don’t quite behave. Across publishing, sport, intranets, and B2B SaaS, my work focuses on turning that complexity into clearer narratives, usable workflows, and systems people actually come back to.

These examples are not one‑off campaigns. They show how the systems I’ve helped build take messy inputs, competing priorities, and multiple stakeholders and shape them into something more repeatable, usable, and measurable.

Together, these systems cover editorial engines, intranet rhythms, behaviour‑change programmes in sport, and AI‑assisted content and campaign workflows. In each case, the work starts with listening, mapping the moving parts, and naming real constraints. Then we design structures, language, and interfaces that make hard things easier to use, maintain, and measure over time.

Projects

Across these projects, the work has included editorial engines that ship on time, intranet rhythms people actually notice, behaviour‑change programmes in sport, and AI‑assisted content and campaign workflows. Each one started with listening, mapping the moving parts, and naming the real constraints: legacy systems, internal politics, limited attention. From there, I designed structures, language, and interfaces that made the underlying work easier to understand and use, while giving teams ways to measure whether the system was actually working.

ISB Insight case study – system I’ve helped build to turn dense research into stories people actually read, doubling cadence and lifting organic traffic.
Editorial engine and app that turned dense research into readable, shippable issues.
Microsoft intranet and internal comms case study – system I’ve helped build to create intranet rhythms people actually open and engage with.
Internal rhythms and campaigns that made intranet comms feel worth opening.
AI agents, workflows, and UX case study – system I’ve helped build to turn fuzzy AI briefs into structured, repeatable flows and interfaces.
Designing AI‑assisted flows that move from fuzzy prompts to usable, repeatable systems.
Monocept demand‑generation communications engine – system I’ve helped build to improve CTR, reduce CPL/CPA, and increase lead‑to‑qualification.
Intake‑to‑measure comms workflow that lifted CTR, cut CPL/CPA, and made lead qual trackable.
AISFM film school digital storytelling – system I’ve helped build to carry one narrative across curriculum docs, sites, trailers, and campaigns.
Took stories from corridors and curriculum docs into sites, trailers, and campaigns.
ELMS sport and physical‑literacy programmes – system I’ve helped build to support behaviour change across parents, schools, coaches, and policy.
Behaviour‑change storytelling for parents, schools, coaches, and policymakers.
Publishing and editorial systems – systems I’ve helped build at Macmillan, Cambridge, and S. Chand to handle complex manuscripts and brands.
Years of editing and managing books that still anchor how I handle complexity.
Now – systems I’m helping build at the intersection of brand, UX, and AI, turning complex products and research into clearer workflows.
Where the strands come together: systems that hold up under pressure.
Let’s work together.