Creativity
is at the
centre
of my life
For over 25 years I have worked within the creative industry in London, as an artist and designer. A creative leader and consultant. A coach and mentor. I work one-to-one, online and in-person, with clients who are open to using creative coaching tools. I co-facilitate the acredited Wise Goose ‘Challenge of Change’ course, coaching other coaches in creative techniques. I also deliver bespoke group coaching workshops, either independently or with a network of other coaches I collaborate with regularly.
hello, my name is lee
Between 2006–2020, I played a key role in directing, planning, designing and delivering more than 150 campaigns and brand projects across all stores and digital platforms for Selfridges. I worked closely with senior Selfridges stakeholders - including the Managing Director, Creative Director and the Chairman of Selfridges Group - to deliver globally recognised projects within tight deadlines.
I collaborated with leadership teams across the business, big brand names, established artists, designers, writers, photographers, musicians and performers to ensure successful roll-out each time. I was responsible for leading a design team of up to 15 people at any one time, including the recruitment and development of a team of designers at all levels.
What’s new - and what can I learn from it? How can I adapt intriguing ideas and include unexpected influences in my practice? These questions energise and inspire me daily.
“Creativity is intelligence having fun.”
— Albert Einstein
In 2020 I trained as
a life and career coach
Like many people, I experienced a reset moment during the pandemic, prompting me to reflect on my career and my future career. Through coaching sessions (using a storytelling and metaphor model) with my former Creative Director, I was inspired by a new way of thinking and a deeper creative process.
A question that stayed with me was, ‘Do you believe you are the author of your own story?’
I learned about the concept of the ‘dark wood’- a psychological metaphor for feeling lost and uncertain. I discovered that a key character strength - my love of learning - was missing from my current career. This breakthrough was the catalyst which led me to train for an Accredited Advanced Diploma in Coach Training (AADCT) - a two-year course considered to be the Association for Coaching’s highest level - with the accomplished coaching experts Wise Goose.
I discovered how to coach to develop the inner qualities, skills, values and mindsets needed to catalyse inner and outer transformation in future clients.
The course’s reflective approach, experiential learning and diverse content encouraged me to bring my creative experience and unique style to coaching.
I learned how to work deeply as a psychologically-minded coach as well as how to integrate a ‘big picture’ systems perspective along with learning a range of tried-and-tested coaching frameworks and techniques.
“Midway upon the journey of our life I found myself within a forest dark. For the straightforward pathway had been lost.”
– Dante, From The Divine Comedy
there are similarities between a
coaching and a creative process -
Both are intuitive, non-linear, and experimental
They point us towards our essential nature
both show a reflection of the boundless
ideas and potential we all hold within.
my coaching
style/process
I use my experience, knowledge and curiosity to coach clients from all walks of life. I help them explore their creativity, nurture their confidence and reconnect them with their inner artist.
I form trusting relationships and confidentiality is crucial. I have empathy whilst actively listening. I reflect and summarise, asking compelling questions to catch clients where they are, to meet them where there is the most energy and relevance for them and then use that energy to go deeper. Actions flow naturally from that energy. I give clients time and space to think, this helps them gain clarity to see what is important, we then decide on specific, achievable goals within an agreed time frame.
Sessions are light and we experience ‘serious fun’. Our conversations are serious but we will have fun exploring where the change need to happen, playing with ideas and planning the next steps.
I evaluate the impact, results and benefits of my work by asking for constant feedback. I incorporate regular recalibration conversations and foster a professional balance of leading and being led.
My sessions support you, challenge you, inspire you and help you thrive in areas of your life and career you want to focus on. if you’re interested in working with me, let’s talk!
“I just want to talk to them, I feel like I’m the girl in all the pictures.”
-JW, Global Senior Creative
Pictures: Yoshitomo Nara Exhibition,
Hayward Gallery, 10 June - 31 August 2025
A few creative tools, frameworks and
techniques i use
Areas of expertise include coaching with art and culture, drawing and freefall writing, using metaphors, storytelling and brainstorming ideas. Coaching in nature and in the art gallery.
Introductory Cosmology Session - the origin and development of your universe. A series of questions to gain understanding of your personal history. A few example questions are, which magazines/TV programmes/books/films did you enjoy and read/see repeatedly? What was it that drew you to them? What was it you specifically liked?
These enjoyable, light, questions reinvigorates passion for your future self and builds a strong foundation for our coaching going forwards.
The Heroines Journey - A model that is routed in stories, myths and metaphor. It helps to activate the imagination as a tool for exploration. This model is about finding resilience in times of change. Understanding what you are sure of and questions how do you think about the future? This application of the Hero’s Journey was devised by Diana Theodores & Josie Sutcliffe of theatre4business.com and has formed a valuable role in their leadership and training programmes.
Bespoke Life, Career or Development Wheel - Commonly used by professional life coaches, it helps you consider each area of your life in turn and assess what’s off balance. As such, it helps you to identify areas that need more attention.
Coaching in an Art Gallery or in Nature - A walk around an art gallery using the art as a starting point for our conversation or a ‘Focused’ walk in nature side by side. The environments we coach in have an impact on our thinking, conversations and outcomes.
The Map of Meaning - Research suggests that finding greater meaning in life helps people cope with stress and improves their overall health and well-being—it’s what makes life feel worth living. But finding meaning in life can sometimes feel like an elusive task. In our day-to-day lives, it can be easy to lose sight of the big picture—we tend to focus more on the mundane than the deeply meaningful. This exercise helps you bring these meaningful things into focus—literally. themapofmeaning.org
Freefall Writing/Drawing - By writing or drawing freely you can get close to your actual (rather than edited) thought processes and so open a route to reflection and inquiry and a state of flow.
