From drizzly North Wales, to still really rather drizzly Amsterdam.

My work spans art direction and design for global adidas campaigns; the design of Formula 1 Grand Prix trophies; a bespoke illustrative world for the Dutch railways; as well as packaging design across international markets.

Drawn from my years in advertising, I have experience in early creative conceptualisation, idea development and the hard yards of feedback rounds and client curve-balls, through to designing final campaign toolkits. I have been at the forefront of stress testing the cutting edge capabilities of AI for some of the biggest clients and managed projects with a handful or hundreds of touchpoints.

As I see it, creativity is the interplay between disparate ideas and modes, therefore I push back against the reductionist drive towards specialisation. There is always more to know and I'm just getting started.

WELSH DESIGNER, ILLUSTRATOR & CREATIVE, BASED IN AMSTERDAM, WORKING EVERYWHERE

WELSH DESIGNER, ILLUSTRATOR & CREATIVE, BASED IN AMSTERDAM, WORKING EVERYWHERE

Image of Iolo Wynn Cowell sat on a bench

What I do (For work)

Visuals & Branding

Be that mocking-up creative ideas; designing layouts and KVs for print, social or something else; retouching, photo-manipulation and selects; and of course, brand design.

Design Systems & Toolkits

Developing a design approach into a complete visual language; and compiling campaign assets into a comprehensive toolkit.

Art Direction

Moodboards, visual approaches and the rest. I don't believe you can separate good Design from Art Direction.

Illustration

Storyboarding; vector graphics; character design; all the way to complete illustarted worlds.

The genie is out of the bottle, and so I remain up to date on the latest developments in generating images and video with AI.

What I do (For work)

Visuals & Branding

Be that mocking-up creative ideas; designing layouts and KVs for print, social or something else; retouching, photo-manipulation and selects; and of course, brand design.

Design Systems & Toolkits

Developing a design approach into a complete visual language; and compiling campaign assets into a comprehensive toolkit.

Art Direction

Moodboards, visual approaches and the rest. I don't believe you can separate good Design from Art Direction.

Illustration

Storyboarding; vector graphics; character design; all the way to complete illustarted worlds.

The genie is out of the bottle, and so I remain up to date on the latest developments in generating images and video with AI.

I'm always interested in meeting new people and working on cool stuff, so if you like what you see and think I'd be a good fit for a project, let's chat!

Where I've been

Freelance

Designer, Illustrator, Creative

2026 - Onwards (and upwards)

TBWA \ NEBOKO

Junior Designer → Designer

2021 - 2026

VBAT (now DesignBridge & Partners)

Internship → Junior Designer

2019 - 2021

United Studio

Internship

2019

Northumbria University

First Class (Honours) in Graphic Design

2015 - 2018

Awards

Gold - Clio Sports / Film