About me
Product, brand and web design from concept to delivery.
I'm a digital designer with 11+ years' experience creating brand led experiences across product, web, and visual design. My work has helped startups secure funding, agencies win long-term contracts, and tech teams launch new products and features.
At heart I'm a visual designer. I believe strong brand direction and visual thinking are what separate good digital products from forgettable ones, and that's the lens I bring to everything I work on
Outside of client work, I spend most of my time outdoors, travelling, surfing, running, and hiking.
I work with design and marketing agencies on overflow projects and specialist builds. This includes brand work, Webflow development, design to build handoffs, and marketing sites.
I support early stage companies from initial concepts through to investor ready concepts & products. Whether that's brand direction, user focused interfaces, or compelling prototypes for funding rounds.
I collaborate with product teams on complex interfaces, design systems, and user experience challenges. My background includes working with technical users, data heavy products, and cross functional teams.
"Working with John-Luke has been an absolute delight. As a Lead Designer, he juggles a million moving parts without losing sight of the human element. He's an incredible advocate for the client, always digging deep to ensure the final product perfectly reflects their vision.
John-Luke is a great communicator and professional team member who makes the hard work look easy and brings positive energy to both the team and the client."
"I came to John-Luke when I was just starting out and needed to establish credibility with professional football clubs. He created an online brand that's helped open doors and clients have responded well.
He's been good for ongoing work whenever I need it, understands the brief and delivers."
"I came to John-Luke when I was just starting out and needed to establish credibility with professional football clubs. He created an online brand that's helped open doors and clients have responded well.
He's been good for ongoing work whenever I need it, understands the brief and delivers."
"We brought John-Luke in to refresh our digital presence and he delivered a polished result that feels much more modern. Easy to work with and understood exactly what we needed. We continue to use him for various agency projects."
"We brought John-Luke in to refresh our digital presence and he delivered a polished result that feels much more modern. Easy to work with and understood exactly what we needed. We continue to use him for various agency projects."
"Working with John-Luke has been an absolute delight. As a Lead Designer, he juggles a million moving parts without losing sight of the human element. He's an incredible advocate for the client, always digging deep to ensure the final product perfectly reflects their vision.
John-Luke is a great communicator and professional team member who makes the hard work look easy and brings positive energy to both the team and the client."
2016 - Current
Working independently with startups, agencies, and tech companies on brand, product, and web projects. Clients have included early stage AI startups, professional sports organisations, and digital agencies across the UK and New Zealand.
2022 - 2025
Embedded in a small product team working on AI driven misinformation detection tools. Built and delivered a design system across multiple teams, conducted user research, and collaborated directly with engineers to improve product quality and development velocity.
2021
First UX role at the business, working on an internal B2B recruitment platform built on Salesforce, navigating enterprise processes and multiple stakeholders to improve usability across established systems.
2019 - 2021
Joined as a UX designer before moving into the front-end accessibility team, overhauling a student facing platform to meet WCAG requirements. Contributed to the design system and supported the transition from legacy Flash interfaces to modern HTML.
2017 - 2019
Sole designer responsible for client websites and internal brand work, wearing dual hats across design and front-end development. Later returned as a freelance contractor to support their B2B platform.
2014 - 2016
Started career as an apprentice at a small agency working with educational clients, learning the fundamentals of brand, print, and graphic design under a creative director.