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I view points of tension, such as the relationship
between digital and tangible media, as metaphors for both
consultancy itself and the work I’m trying to create, employing
each as a method within the visual identity of ihope.
I see the tactile and digital as dependent on one
another, each emphasising the value of the other through
their differences and becoming more meaningful as a result.

Physical media has always acted as a placeholder for memory,
emotional attachment, keepsakes, and reminders in
my personal life, whereas digitised media represents
accessibility and immediacy within our current society,
enabling us to expand our scope of knowledge instantly.
My work exists somewhere between
the digital and the tangible.

This principle informs both my research and
consultancy approach, which I summarise with the phrase
“everything informs everything.” I believe there is an
undercurrent that links people, media, culture, and
consumption together. Some connections are more
complex, whilst others are directly visible, but all remain
interconnected. No matter how much a brand or
public figure develops, they remain entirely reliant on
understanding the people engaging with them.

ihope mimics my thought process, existing through
separate spaces dedicated to different outcomes,
ideas, and observations. The website itself acts as
the epicentre, the place where everything
overlaps and exists all at once.