From self-taught designer to Product and Design Engineer.
Over fifteen years I've built, scaled and sold companies, from the platform GRM Daily to the agency Disrupt, and now I'm building Reboxed. The constant through all of it: taste is the thing that can't be faked.
Disrupt
Built a multi-7-figure agency and sold it (exited 2017). Proof that taste survives contact with a P&L: I made the commercial calls, not just the creative ones. Clients included Absolut Vodka, Marshall and Clarks.
GRM Daily + Rated Awards
Part of the founding team behind GRM Daily, a product and platform that became culture: over 2 million subscribers and billions of YouTube views. The audience was the output, not the goal.
Reboxed
Founder and operator leading product: the apps, the e-commerce store and the brand, scaling to multi-millions and building to own the category of re-commerce.
"Being in your comfort zone is the most dangerous place you can be. Not taking a risk to do something extraordinary is the riskiest thing you can do. You have a finite amount of energy, and the same energy you put into a 9-5 where you get little back can go into doing something remarkable."
How I got here.
I'm a self-taught designer, and craft has been at the core of everything I make from the very start. I began in top London agencies, designing brand identities and content experiences for world-leading consumer and entertainment brands, before going out on my own.
In 2009 I was part of the founding team at GRM Daily. It grew to over 2 million subscribers and billions of views, and changed the face of UK music. Not by chasing reach, but by building something with a genuine point of view. The audience was the output, not the goal.
In 2014 I co-founded Disrupt, which started as a record label and became a leading youth marketing agency. We signed Ghetts and creatively moulded, directed and marketed his seminal album 'Rebel with a Cause'. It earned three MOBO nominations, a BET nomination and the award for 'Hardest Working Artist' at the AIM Independent Awards. With a small, independent team we crafted the whole thing ourselves. I art directed and designed the creative, co-directed the music videos and even built a fan app. Design engineering before the term existed.
From there we grew Disrupt into an award-winning agency, starting with KA as the founding client and winning a roster of global names: Absolut Vodka, House of Marley, Marshall and Clarks. Disrupt was acquired in 2017. The real lesson wasn't how to make a brand famous. It was that taste has to survive contact with a P&L, a roster and a market, and I made the commercial calls, not just the creative ones.
After the exit I spent a year travelling in Japan, reconnecting and finding purpose. A lifelong technophile, the next move was obvious: build in tech. Reboxed was born. Everything I've learned about design, building audiences and running a business now points at one thing: building a product with taste to own the category of re-commerce.
Execution used to be the moat. Not any more. Anyone can generate a design, a codebase, a whole product, in minutes, for nothing. The hard part isn't making it. It's knowing what's worth making, what good actually looks like, and what to leave out. That's taste, and it's the one thing an agent can't hand you. Design, technology, business: most people pick one. The edge is holding all three and pointing them at the only question that still matters. Should this exist, and does it have a point of view? This is build with taste, in the present tense.