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Who am I?

I may have been a Graphic Designer officially for more than 24 years, but my fascination with graphics and brand began long before that.


As a child I loved cars, tennis and music. Still do. For me the logos and branding evident in those 3 interests sparked a deep creative desire to be involved in graphic design.

Album covers, tennis brands of the 1980s, the logos of Porsche, Lancia and Alfa Romeo. All works of art to my eyes.

I knew I wanted to follow graphics as a career from about the age of 7... When I won a design competition! (well I was the youngest entrant so perhaps in hindsight they were being kind…)

Since then I went onto to study A-Level Art (Graphics), a Foundation in Art and Design (Graphics) and then went onto Kingston University to study Graphic Design around the time of Britpop and yet more great design in the music industry.

Since starting my design career I have worked in small agencies and large organisations. The vast majority of my experience is within in-house studios in both the private (Hallmark Cards) and public (Thames Valley Police) sectors. During my creative career I have been involved in print projects with up to 1.4 million print runs, Intranet and Internet web design, Museum and Exhibition / Event design, design for Social Media as well as major campaigns.

In my most recent full-time design role I acted for the best part of a decade as the sole designer for Thames Valley Police ‘TVP’ (8000 officers and staff in total). When I did have the luxury of design colleagues I acted as a mentor and a Senior Designer to more junior staff. I have interviewed a number of designers over the past decade. I have been involved in creating and updating the design job descriptions for TVP as the roles have developed over time. I carried out all the tasks of a Studio Manager including job allocation, Mac ICT support and liaison with members of staff across the organisation. I have worked with Admin assistants, Police officers all the way up to the Chief Constable (and the PCC above the Chief himself).

I possess good prepress knowledge, I have liaised with many print companies during my career. I can work on large scale projects as well as ‘bread and butter’ design / art-working jobs. I have experience of project management and seeing design briefs from initial concept / discussions with non-design staff and colleagues through to completion.

For examples of my work please take a look at the rest of my website.

'We are on the same road...'

One of my tutors, Bill said this to us designers when we
were at Kingston University in the mid 1990s. I have always remembered it.

The context was, 'we are all designers, only I am further down the road than you all are'. Of course the industry has changed and evolved over time. There was barely any web design back then, let alone social media or motion graphics.

I liked the lack of bravado, down to earth nature of that statement. In my design career I have always respected not just those with more experience but also those more junior

to myself.

I would like to think that although I am now some
25 years further down that road, there are still exciting journeys ahead...





2022 – 2023   Freelance Graphic Designer – smidr73 design

2004 – 2022  Graphic Designer, Thames Valley Police

2003 – 2004  Graphic Designer, Inkpressions Agency

1998 – 2001   Mac Artist, Hallmark Cards

1997 – 1998   Graphic Designer, CHA Agency



1994 – 1996   HND Graphic Design, Kingston University

1993 – 1994   Foundation in Art & Design,
                     Buckinghamshire College

1989 – 1991    A-Levels, The Henley College

1984 – 1989   GCSEs, Chiltern Edge Secondary School

Full CV.

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