Floww
Brand • Product Design • Web
I currently lead the Product and Brand Design at Floww, where I’ve built and scaled a high-performing design function from the ground up, established our platform-wide design system, and shaped the brand that supports Floww’s global growth. My role bridges design, strategy and execution, ensuring the product experience and the company’s storytelling align to drive credibility, adoption and scale.
Head of Product
and Brand Design
• Current Role
I currently lead the Product & Brand Design function at Floww.io, building a high-performing multidisciplinary team from the ground up, spanning product, service and brand designers, animators and researchers.
As the founding designer in the organisation, I have been integral to the rapid scaling of the design function in the business and now serve as both creative director and hands on practitioner working at both the macro strategic level and detailed craft required for design execution.
Summary of my role
Responsible for elevating design quality across the organisation, ensuring all output aligns tightly with business objectives, regulatory requirements, user insight and engineering constraints.
Established Floww’s end-to-end design system across web and mobile, defining the visual language, interaction principles and component architecture that powers every product surface.
Actively mentor and develop talent through structured 1:1s, skills sessions and team-wide inspiration workshops to maintain a motivated and continually evolving design culture.
Partner closely with the CEO and senior leadership to identify user problems, shape opportunities and rapidly validate concepts with target audiences.
Integral contributor to Floww’s rapid scale-up through a challenging fintech climate, helping to align product vision with commercial strategy and organisational growth.
Led the creation and evolution of the Floww brand, producing high-impact communications that positioned the company as a category authority, ultimately supporting the successful securing of a substantial lead investment from LSEG (London Stock Exchange Group).
