About

I spent 18 years building Lewis Creative Commerce into one of the UK's most distinctive ecommerce agencies. We worked with brands like Fortnum & Mason, Heals, Ottolenghi, Faber & Faber, Charles Tyrwhitt and Cath Kidston—helping them position themselves more clearly and present themselves more compellingly online.

What our clients valued wasn't just design skill. It was strategic thinking: understanding who they were really talking to, what they were actually selling, and how to make people care.

We refreshed brands and built digital experiences that became commercial and creative flagships.

After the agency was acquired, I stepped away. I've spent the time since figuring out what I actually want to do next. Turns out, it's not rebuilding a big agency. It's getting back to the part of the work I've always loved most: the strategic thinking and close creative collaboration.

Before & After Science is my small practice working with independent businesses and creative practitioners.

I bring the same positioning and craft I used with major retail brands, but applied to projects where I can work directly with the person whose vision I'm helping articulate.

The projects are smaller. The creative freedom is larger. The work is more interesting.

I work with people who care about craft, understand why positioning matters, and are building something worth getting excited about.

If that's you, let's talk.