Discover Our Story

Hi there, I’m Jo

I’ve often been accused of wearing my heart on my sleeve, as if it’s a bad thing. Personally, I can’t think of a bigger compliment. I’m all about heart, and I think it’s the key to authentic, sincere and truly beautiful design. Connecting emotions and memories with visual elements is what elevates your design past the pretty and gives it a story of its own.

After a decade working for a corporate design agency I started And So It Begins to get back to the reasons I fell in love with design in the first place. Obsessing over the curves and swoops of a custom ampersand; finding just the right colour and tone to tease out my clients’ stories; or listening to the rattle and clank of Florence, my old letterpress, as she makes embossed magic on paper.

Story hunting

I see stories everywhere, I can’t help it. It’s why my house is filled with antiques. I love being surrounded by objects that have lived many lives. It’s also why I believe that there’s no such thing as ‘just’ a colour. A fresh shade of green can be the sun dappled woodland you walked through as a child, a warm cream can take you to the scratched oak dining table of your grandmother’s kitchen. Every last element of design should connect with your histories and your stories on an emotional level. That’s the journey we’ll be going on together and I for one cannot wait.

And so it begins... our design adventure together.

Working with me isn’t a formal or stuffy experience. Far from it. I promise a warm and friendly approach, where we can connect and share ideas and inspirations. This is a creative partnership, where you can feel free to chat about the things you love in the world of design and beyond. I’m so grateful that many of my clients are now good friends.